June 23, 2008
Amana Jots Down a Product Naming Win for Whirlpool
Amana’s new Affordable Design product line is a nice piece of product naming that repositions the well loved Amana name for consumers that typically shop at Target and IKEA.
With Affordable Design, Amana has focused on creating inexpensive, yet attractive kitchen products that even get the nod from the "Design Guy" from Queer Eye For the Straight Guy.
The idea is to hit the savvy young buyer who does not necessarily think that eye-catching form must follow eye-popping cost, while also appealing to Gen Y and Baby Boomers alike.
Here we have the Whirlpool brand name getting a shot in the arm, not to mention the brand name Amana siezing a trendy (yes trendy, not retro) market space in the kitchen.
It also interesting to note that the name Amana is from the Song of Solomon and means “remain true,” which fits well with being one of the classic appliance brand names from a generation ago, hence the baby boomer interest.
But what really interests me is the Amana® Jot™ dry-erase refrigerator, which is producing ten times the amount of blog chatter than Amana itself. This fridge costs under $600 and features an erasable door panel where kids can do their thing, you can write memos to yourself or your roommates, and even your cat can post a crazy message.
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