September 20, 2007
Courtney Love and SoupMan Learn Some Brand Naming Basics the Hard Way
There are a few mistakes that you really do not want to make in the world of brand naming.
The first is not to insult anyone, like say, how Beaner's Coffee was inadvertently doing with Hispanics until it changed its name to Biggby Coffee earlier this week.
The second is, if your name is Courtney Love, you might want to avoid naming a perfume after yourself simply because we do not want to smell like somebody whose band is called Hole. The only person who we're even less likely to buy perfume from is Marilyn Manson, whose perfume brand naming strategy, Smells Like Children, might be the worst ever.
You also might discover that any association with Nazis is bad, even if Jerry Seinfeld himself creates it as a joke, as is the case with the man who inspired the Seinfeld character dubbed the Soup Nazi. His SoupMan stores seem to have fallen on hard times, despite the fact that he has forbidden his staff to mention Nazis or Seinfeld or "no soup for you" on the job.
People just don't want to buy perfume from washed up rockers who don't bathe, they don't want to buy coffee that is offensive to any group, and they do not want to buy anything from Nazis of any description.
No matter how retro or funny or off-beat the associations are, a bad association is a bad association.
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