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September 26, 2008

Is Pink Taco a Good Brand Name?

PinkTaco.pngBefore anyone can answer the question of whether or not Pink Taco is a good brand name, they would need to know the context.

  • Who's the target market?
  • What category is it in?
  • What competitive names already exist in the category?
  • What is the likely category life-cycle?

Kids cereal is a great example of a category that has many products with short life-cycles. The master of managing the kids' cereal life-cycle is General Mills, who is also our neighbor.

Do you remember General Mills':




These kids' cereal brands come and go as predictably as the seasons change.

There is another category that has short life-cycles, just like kids' cereals, but couldn't be further removed - nightclubs and restaurants for the younger crowd.

These nightclubs and restaurants come and go. They are hot for a couple years and then the crowd is on to the next, new, "in" nightclub or restaurant.

Unlike kids' cereal, which is heavily advertised, nightclubs and restaurants often rely on word of mouth. Word of mouth can be enhanced if some celebrity frequents it, which is hard to control, or by a provocative and edgy brand name, which is in total control of the owners.

Now, back to the question of: Is Pink Taco a good brand name?

For a restaurant to appeal to the younger segment, both Diane Prange and I say yes.

We also like Whiskey Dix.wiskeydixlogo.png

Our Canadian neighbors to the north, from the Winnipeg Free Press, contacted us this summer to ask our opinion on many nightclub and restaurant brand names. If you are interested, the full article can be found here.

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Posted by William Lozito at September 26, 2008 11:23 AM
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