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April 7, 2009

Totally Texty: Brand Naming Comes Clean

A new hair poduct aimed at teenagers uses texting language to pretty good effect. The shampoo is called Totally Txty and it has two formulations: texting.gif"ddg," or "drop dead gorgeous" for girls, and "ytmn," or "you're the man now" for men.

The name appears to have naturally emerged as Totally Txty researchers came to the conclusion that text speak is now a viable brand naming option.

There is no doubt that texting has become part of everyday life, as even the Pope is texting people.

In addition, the new version of "CLUE: Secrets and Lies" also incorporates texting into game play.

At the end of last year AdAge ran an article entitled "It's Time for Brands to Embrace Text Messaging," which outlined the importance of the texting language to marketers. The article also pointed out that nine out of ten teens text, noting that some of them prefer texting to talking and half of them can actually complete text messages while blindfolded!

Brands ranging from Snickers Snacklish to Mountain Dew have already embraced the medium.

Although, as referenced in our proprietary Cell Phone Product Naming Research conducted late last year, Motorola appears to have risen and fallen by way of a texting like 4LTR naming nomenclature that started back in 2004 when it released the RAZR.

The Totally Txty brand seems to be following suit, shifting from using texting as a vehicle to spread the word about a brand, to texting being the brand. Watching to see if Totally Txty and Snickers Snacklish follow Motorola's texting ups and down, this will definitely be an interesting product naming technique to keep an eye on.

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Posted by William Lozito at April 7, 2009 8:09 AM
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