May 8, 2008
V8 Soup: More of a Good Thing
It seems like V8 vegetable juice has been around forever, but it’s actually only been since 1933.
The origin of the name is the 8 different vegetables used to make the drink. Obvious, and yet brilliant.
- It’s descriptive: it tells consumers what this drink has that ordinary tomato juice doesn’t.
- It’s suggestive: the V8 engine powers sportscars and aircraft, making V8 an energy drink long before the likes of Red Bull came along.
- It’s short, simple, and easy to pronounce.
Now V8's parent company Campbell Soup is introducing 5 varieties of V8 soup. This seems like a logical step to me.
As a child, watching the “I coulda had a V8” commercials, I was always skeptical about the idea of drinking vegetable juice instead of fruit juice. Okay, I was skeptical about vegetables in general at that age. Vegetables in soup make sense, even to someone who tried to feed her peas and carrots to the dog under the table.
Admittedly, corn, peppers, squash, and broccoli are not among the ingredients of the original V8, which means “V9” might be a more accurate designation, but this is a solid branding choice for Campbell’s.
Technorati Tags: V8, V8 Juice, Campbell Soup, Vegetables, V8, V8 Soup, V9
Posted by Diane Prange at 2:28 PM
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Baskin-Robbins Loses Founder, But Great Product Naming Lives On
The passing of Irvine Robbins of Baskin-Robbins fame has me paying tribute to a man who really knew the value of eye catching product naming.
The name Baskin-Robbins was an amalgamation of the names of its founders, Irvine Robbins and Burton Baskin. The two men flipped a coin to see whose name came first, leading later generations to wonder if an ice cream chain called Robbins-Baskin would have done nearly as well.
Robbins discovered as a teenager that he could sell three times the ice cream if he changed the offering from “three scoops of ice cream, a slice of banana, two kinds of toppings” to “Super Banana Treat.” This was the start of a cornucopia of ice cream naming.
There have been over a thousand great flavors over the years like Valley Forge Crunch, for the 1976 Bicentennial, Lunar Cheesecake, to mark the moon landings, and Beatle Nut for Beatlemania.
After his retirement, Robbins named his boat “The 32nd Flavor.” Nice.
The Baskin-Robbins brand name itself is very powerful. The famous 31 flavors (one for every day of the month) grew from the original 21 flavors . The company, owned by Dunkin Brands is gearing up for a major US expansion with a new logo, graphics, web site, store design and of course some new product naming.
Baskin-Robbins was there with some really funky naming before the founders of Ben and Jerry’s were born and before Häagen-Dazs hit the big time (that name means nothing, really, and it invented Nordic consonance)
Basskin-Robbins’s great names for their flavors have always intrigued us and made a trip to the brightly colored stores special. This company, one of the first true franchises in the US and one of the pioneers of the high end ice cream market, probably owes its existence not only to its great ice cream, but also to the foresight of its founders, who understood that great flavors need great names.
RIP, Mr. Robbins.
Technorati Tags: Baskin Robbins, Ice Cream, 31 Flavors, Irvine Robbins, Burton Baskin, New Logo, Ben and Jerry's, Häagen-Dazs
Posted by William Lozito at 8:00 AM
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April 28, 2008
Chi Chi’s Launches Linguistic Marketing Campaign
Hormel wants you to think of Chi Chi’s whenever you hear any word starting with “C,” so it’s only fitting that Chicago and Cincinnati are two of the first cities to benefit from this new C campaign.
According to BrandWeek “Consumers will see Chi Chi’s name associated with words like 'chicken,' 'cravings,' 'cooking' and 'celebration' in signage across grocery stores.” In total, they’ll have more than 2,000 words to choose from, but by no means will all of them be words Hormel wants associated with its product.
There are plenty of possibilites for wordplay on Chi Chi’s. More Words finds 430 English words starting with chi, including not just chicken but chips and chile.
And there are 1490 words containing chi, including achieve, achiote, and zucchini.
A mere 13 words end with chi, but one of them is mariachi.
Or you could look for rhymes, though perhaps peachy, screechy, and Nietzsche aren’t the best associations for fiesta food. (And the philosopher would never have recognized his name if you pronounced it to rhyme with Chi Chi’s, anyway.)
The real problem with the name Chi Chi’s, however, is the slang meaning of chichis. Though some people might associate them with fiestas, most of us don’t want to put salsa on them.
Technorati Tags: Hormel, Chi Chi, Salsa, Fiesta, Chips, Chicago , Cincinnati
Posted by William Lozito at 4:09 PM
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Does the World Need Another Ketchup Brand?
When you think Ketchup, what's the first brand that comes to mind? Heinz, of course.
However, I read with some amusement about the invention of Sir Kensington's Gourmet Scooping Ketchup by some bright college students who appear to have found a gap in the market for high-end tomato sauce as part of what looks like a pretty ambitious marketing project.
Not so fast, guys. You have a great idea here but Heinz has already caught on. Seems that ketchup lovers in the UK are getting a gourmet version of the ketchup we all grew up with.
Some people may think "gourmet ketchup" is a contradiction of terms, and although mustard may have a certain nobility about it, Ketchup is pretty darn egalitarian. The UK Daily Mail agrees.
The problem that Sir Kensington's would face if it was indeed being launched across the US is that Heinz has created a very, very flexible brand name for itself.
Although Laura Ries would be aghast, a quick flip through their web site shows that the company is already offering a low sugar ketchup, a light version, a low carb version, and an organic version, not to mention quite a few packaging options, including "Fridge Door Fit Ketchup." 
I wish Sir Kensington's all the best, but Heinz has figured out pretty much all of the niche variations out there, one of the chief problems of trying to take market share from a brand that is now fast on its feet.
Technorati Tags: Ketchup, Sir Kensington's Gourmet Scooping Ketchup, Heinz, Organic, Reduced Sugar, Condiments, Gourmet
Posted by William Lozito at 7:56 AM
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April 9, 2008
Death Valley Chipotle Chip is Hot Product Naming
The new Death Valley Chipotle Kettle potato chip is interesting not least because it is a chip chosen by consumers as part of Kettle’s annual “People’s Choice Campaign.”
Even though it seems that some bloggers were more interested in the Orange Ginger Wasabi chip, the real winner here is the Death Valley History Association, which gets Kettle’s support for its Death Valley ROCKS program via an imaginative online competition.
I think this is an excellent way to get around the word “death” in a name. It also leverages the legendary heat of Death Valley to sell chips.
I had no idea the temperature got up to 120 degrees in Death Valley! As Paris Hilton would say, “That’s hot!”
Technorati Tags: Death Valley Chipotle Chip, Kettle, Orange Ginger Wasabi, Chips, People's Choice Campaign, Paris Hilton, Death Valley
Posted by William Lozito at 10:10 AM
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March 31, 2008
Batter Blaster Blasts Organic Product Naming Backward
There are some examples off product naming that immediately cause a reaction, and The Batter Blaster is one of them. No, sorry, the ORGANIC Batter Blaster. This is essentially pancake batter in a pressurized can.
Don’t laugh.
The name itself fits in pretty well, with the kind of product name we are used to seeing with ready to eat foods, such as Reddi-wip and Easy Cheese. Highly descriptive.
But Fake Plastic Fish has a pretty good blog about why Organic Batter Blaster is “wrong on so many levels.” 
First of all, making whipped cream takes time (hence Reddi-wip), making melted cheese is messy and also time consuming (hence Easy Cheese), but making pancakes is quick and easy already and buying the stuff in a can to save yourself five minutes of mixing is just plain crazy.
More than that, trotting out the overused word organic to tack on the product name is really not in the spirit of organic living. Organic Picks argues that The Organic Batter Blaster and its resource wasting can has provided us with the moment where the “organic label has truly lost its meaning.”
On top of that, according to Dead On, “the sexual innuendo is off the charts here.” Ookee.com admonishes us “it’s not some kind of sex toy. Stop it.”
Technorati Tags: Pancakes, Batter Blaster, Organic, Reddi-wip, Easy Cheese, Brand Naming
Posted by William Lozito at 7:33 AM
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March 24, 2008
Kentucky Grilled Chicken - KFC's New Coke Naming Moment?
In the coming weeks you can expect to see "Now Grilling" signs at select KFC stores. And storefront signs
will be changed to feature "Kentucky Grilled Chicken." The London Free
Press says that "Even the brand's ubiquitous chicken buckets will get a
makeover."
Doug Hasselo, KFC's chief food innovation officer, says: "This is transformational for our brand."
All kinds of things have to happen to make this naming work.
First of all, customers have to accept that KFC can grill chicken and that the product is indeed healthier than its fried alternative. Will they really believe that a piece of grilled chicken from KFC is better for them than a piece of extra crispy chicken?
More than that, many loyal customers are not going to like this kind of
brand name dilution. Circle of Food wonders if the sides will also get a makeover. Some executives have pointed out that if you want to eat healthy, you can't "just chow down on biscuits."
I think this is either going to be major coup for KFC or an unmitigated New Coke-like disaster. The name itself, Kentucky Grilled Chicken, will refocus consumers on what KFC actually stands for, a case of one step
forward and one step back.
The other thing that must worry some executives at Yum foods, KFC's parent company, is that Kentucky is not really the grilling center of the United States. When I think about grilled chicken, I think possibly of Subway.
I wonder what Colonel Sanders would think? I'd hate to be the one to tell him!
Maybe they should run an add showing that the Colonel left behind a top secret grilled chicken recipe.
Technorati Tags: KFC, Grilled Chicken, New Coke, Colonel Sanders, Product Naming, Fried Chicken
Posted by William Lozito at 7:39 AM
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March 20, 2008
English Product Naming Appeals In Spain, Taiwan, China and the Ukraine
The news that Ukrainian firms are adopting Western images and naming to capture western market share falls in line with the trend worldwide to embrace English sounding names. A law firm that changed its name from Shevchenko Didovskiy & Partners to Asters is simply good business sense in a quickly globalizing world.
Taiwanese companies are also embracing English naming as are Chinese companies.
The headlines last month discussed a Chinese bun shop that had renamed itself “Go Believe,” which sounds a lot like the famous Chinese brand, Goubuli, which translates to "Dog wouldn't care it.”
Brand names often do not translate well from country to country: according to the Branding Strategy Insider.
The Mitsubishi Pajero had to be renamed in Spain because the word pajero is slang for "one who masturbates." No German will drink a latte because it is a slang term for an erection in Germany.
Technorati Tags: Naming, Go Believe, Goubuli, Pajero, Mitsubishi, Asters, English Names, Product Naming
Posted by William Lozito at 7:37 AM
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March 14, 2008
Seth Godin Claims a Piece of Bagel Naming History
Seth Godin takes issue with an article in the New Yorker this week that claims a fellow named David Gussin invented the “everything bagel."
Seth says that he used to make everything bagels back in 1977, three years before Gussin thought up the name. He even emailed Serious Eats to say Gussin’s story is “crazy."
Limeduck has the second best response to all this: “with bagels, everything is nothing.” The best is from Grub Street: “are we really to believe that the world waited until 1977 for the invention of the everything bagel? Somebody's grandfather in Warsaw is going to be getting a phone call
soon.”
I’m no fan of the everything bagel (too much of a good thing, I guess) and I might add that “being first with a brand name is nothing unless you trademark it.”
But I’m fully prepared to believe that Seth invented the name, the man can do anything, er . . . everything.
Technorati Tags: Everything Bagel, Seth Godin, David Gussin, Naming
Posted by William Lozito at 7:47 AM
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March 7, 2008
Slurpuccino: Another Product Naming Victory for 7-Eleven
That naming and branding paradise otherwise known as 7-Eleven has just debuted a Super Big Gulp of product names for us all to savor just after being named the #1 franchise in the country by USA Today.
First off is the Signature 7 line of products that include “31 snacks, including beef jerky, chips, cookies, nuts, trail mix and candy.” You can wash that stuff down with “Inked," the company’s new tattoo friendly energy drink.
Or grab an Asian roller or a 7-Eleven hotdog, 7-Eleven sells more of them than any other store in America, making them the “king of all hotdog vendors!"
On the other hand, you can just grab a cup of coffee. Last month they amped up their coffee branding with their “freshness guaranteed” blitz. But if you’re smart, you’ll go for the Slurpuccino, “the love child of a Slurpee and a cappuccino,” according to The Stew.
The Slurpuccino. I love it. That’s the name of the week, folks.
Technorati Tags: 7-Eleven, Slurpee, Slurpuccino, Hotdog, Signature 7, 31 Snacks, Product Naming
Posted by William Lozito at 7:36 AM
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February 20, 2008
Kirstie Alley: Diet Brand Naming For The Rest of Us
The news that Kirstie Alley is going to start her own weight loss brand makes sense because so many people identify with her very public struggles with her weight.
She seems to be ready to leave Jenny Craig, where she has been the spokesperson for three years, with few regrets and best wishes to all.
Now, she has announced that she is the accidental role model for people who are struggling with the fatty roller coaster ride. Alley has a bevy of detractors, but many people support the idea of her striking out on her own, including the Diets in Review Blog. Her only problem might be that so many people liked her show Fat Actress, that her overweight persona might hurt her support for branding a weight loss product.
The actual brand name has not been announced, but I would suggest that she use her own name or a derivative of it. Kirstie Alley is somebody whose imperfections mirror our own, and she might just snag a niche market of people who are turned off by the saccharine perfection of other diet brands.
Kirstie’s would sort of be the diet brand for the rest of us.
Technorati Tags: Diet, Kirstie Alley, Jenny Craig, Weight Loss, Brand Naming, Fat Actress
Posted by William Lozito at 7:33 AM
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February 14, 2008
Anti-Valentine’s Day: Brand Naming For Lonely Hearts
I have been watching with some amusement the rise of anti-Valentine’s day brand naming. Today as you snuggle up with your loved one, please spare a thought to those of us who have had enough of this faux holiday and are striking back with some very interesting products that inadvertently have become anti-Valentine’s day icons.
If you just can’t bear the thought of another Valentine’s day, why not treat yourself to an anti-Valentine's day movie. Matt Atchly has a big list of classic movies that seem to feature Glen Close quite a few times.
Before you sit down to enjoy the likes of “Fatal Attraction” or “Dangerous Liaisons,” don't forget to send yourself an anti-Valentine’s day gift (I like the concept of bittersweet hearts that say Table for 1 or Peaked at 17) as well as an anti-VD day card.
Stuck in the 80's has a wonderful list of anti-Valentine’s day Ham has a recipe for the ultimate anti-Valentine's day meal: white bean and artichoke heart dip, which you might have before a serving of jerk chicken with bitter melon.
If you just can’t bear the thought of cooking on this, the loneliest of all the holidays, why not treat yourself to the Second Annual Anti-Valentine’s Day Ball at the New York Helmsley or the Broken Heart Ball at Otto’s in New York City, where the Saints of Pain will be playing.
Now that's great lonely heart’s club band naming.
Technorati Tags: anit-Valentine's, Lonely Hearts, Saints of Pain, Fatal Attraction, Dangerous Liaisons, Valentine's Day, Glen Close, Brand Naming
Posted by William Lozito at 8:01 AM
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January 8, 2008
FohBoh: Niche Naming to Appeal to Insiders
To the uninitiated, “FohBoh” might look like yet another silly Web 2.0 name, continuing one of 2007’s top naming trends. But FOH (front of house) and BOH (back of house) are familiar terms to anyone in the restaurant industry. Do a Google search on “foh boh” and you’ll find yourself up to the eyeballs in restaurant job listings.
So when you want to start a social network for people in the restaurant business, of course you call it FohBoh. The name might lack euphony, but it’s perfect for appealing to a niche. If you know what the name means, you’re probably a good candidate for membership in the network. If you don’t, it doesn’t matter, because the site isn’t for you.
Technorati Tags: Web 2.0, Restaurant Network, FOH, BOH, Google, Social Network
Posted by Diane Prange at 8:20 AM
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January 7, 2008
Brand Naming: Snickers Nut 'n Butter Crunch Pretty Sweet
The new Snickers Nut ‘n Butter Crunch has Theresa Gubbins asking “who started the ‘N [brand naming] thing anyway” and positing that it might have started with Kellogg’s Nut ‘n Honey Cereal back in the ‘80s.
I wouldn't be surprised, however, if brand names with " 'N " in them don't go back 50 years or more. I do know that Shake 'n Bake was introduced in 1965.
Can you think of any brand name with " 'N " in them that precede the Shake 'n Bake name?
She also notes that its creator, Mars, has changed its name back to Mars Snackfood from Masterfoods, a great move since the Mars name is so well known. The big candy makers have become much more “nimble” than in years past, creating many new limited edition items with a new sub-brand.
I think limited edition candy bar brand naming seems to be getting edgier and edgier, although sometimes even top brand names drop the ball.
Does the combo of nuts and butter appeal to you?
Sounds too rich to me, but the way has been paved by Nutter Butters and even Hershey’s Reese’s Peanut Butter Cups. Take a look at the colors Snickers uses on the packaging for the Nut ‘n Butter Crunch and see if they don't come to mind.
Technorati Tags: Mars, Snickers, Hershey's, Candy, Reese's Pieces, Kellogg's, Gold'n Plump
Posted by William Lozito at 10:26 AM
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December 20, 2007
South Beach Living vs Dieting = Good Brand Naming
Kraft's decision to omit the word "diet" in its South Beach Diet brand name and replace it with South Beach Living will probably turn out to be an excellent marketing move.
The South Beach brand name is well entrenched - it is not only a food line, but a vending machine name and a diet bar.
Other brands also opt to omit the word "diet" in their product names as well. Take Coke Zero, for example. This brand is flourishing partly because it's gender neutral and doesn't describe itself as "diet."
According to the Diet Blog, the word diet often connotes to consumers bad tasting food aimed at an older demographic as well as, incredibly, "failure."
I'd rather talk about "living" than "dieting" any day of the week. Good move, Kraft.
Technorati Tags: Kraft, South Beach Diet, Coca-Cola, Coca-Cola Zero
Posted by William Lozito at 9:48 AM
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December 14, 2007
Ubiquipedia: Product Naming Now Available in Restaurants
We've talked about the strange names that show up on Chinese menus before. Now Mark Liberman at Language Log has unearthed a distinctly indigestible dish: stir-fried Wikipedia, photographed by Jim Benson in Beijing this past October. Or you could try the eels with Wikipedia that "goodape" uploaded to Flickr in April.
Like everyone else online, we here at Strategic Name Development consult Wikipedia as well. But while it's available in many languages, including Cantonese, Wikipedia is not a translator. Google Translate would likely be more useful for those tasked with turning menus into English -- even though the results are likely to be just as hilarious as any of the strange dishes found on menus translated by humans, if not more so.
Technorati Tags: Wikipedia, Chinese Cuisine, Flickr
Posted by William Lozito at 8:00 AM
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December 4, 2007
Brand Naming Can Tattoo You
I've said it before and I'll say it again: If you want a sure way to get your brand naming under people's skin, think tattoos.
As the latest trend, companies are not only incorporating tattoo art into their brand names, but also creating brands that are designed to appeal to people with tattoos.
- The convenience store chain 7-Eleven has a new energy drink called "Inked," which is "aimed at people who either have tattoos or those who want to think of themselves as the tattoo type."
- Dunlop has offered free tires for years to anyone who will get their "Flying D" tattooed to their body.
- General Mills is selling fruit roll-ups that allow kids to create "temporary tongue tattoos."
- Christian Dior, Tag Heur, Aussiebum, Bling, Benefit Cosmetics are all looking into creating "tattoo logos" in India, because tattoos are a big part of Indian culture.
Captain Morgan's new rum is called "Tattoo."
As you can imagine, people of all ages and nationalities wear tattoos, which means that you almost cannot lose by incorporating tattoo advertising into your brand.
What's next?
Technorati Tags: Tattoo, Brand Tattoos, 7-Eleven, Dunlop, General Mills, Christian Dior, Aussiebum, Captain Morgan
Posted by William Lozito at 9:47 AM
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November 21, 2007
When Brand Names Remind Us of The Worst
What's the first thing that comes to your mind when you hear "Scott Peterson?"
- Murderer
- Liar
- Psychopath
- Sociopath
- Evil
I'm sure, most of you recall he was convicted of murdering his pregnant wife Lacy Peterson.
I'm sure, most of you don't know, however, that there is Scott Petersen Sausage Company in Chicago.
Although the Sausage Company's name Petersen is spelled with an "e", I couldn't help but being reminded of another Scott Peterson who spells his name with an "o."
When Peterson is spelled with an "o" is generally of Swedish origin, while when Petersen spelled with an "e," it's generally of Norwegian or Danish origin.
A subtle distinction, I think. Too bad for the Scott Petersen Sausage Company.
Technorati Tags: Scott Peterson, Scott Petersen, Lacy Peterson, Sausage Company
Posted by William Lozito at 9:17 AM
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November 7, 2007
Fruit Brand Naming Goes Plain Jane
Plain Jane vegetables produced by Mexico-based Melones International are “here to stay” after years of being sold under the Chiquita brand name.
The CEO of the company says that savvy customers have prompted him to break away from Chiquita, a brand name that I am sure most of us associate with bananas and not tomatoes and cucumbers: the catchy “Chiquita Banana” tune that came out during the 40s and is still instantly recognizable thanks to its frequent updates over the years.
One can’t blame Melones for shooting for some brand name differentiation, not least because Chiquita has come under some heavy fire as of late for its political dealings that have hurt its stock price.
This news does remind me how an unlikely brand name can become ripe with meaning after years of repetitive exposure.
The only other banana brand name I can think of off the top of my head is Dole, who, amazingly, once used a Pink Floyd tune to try and take market share from Chiquita's fruity dancer using a psychedelic stripper. The ridiculously phallic tagline was, "if you feel it, peel it"! Seems like they’re also in trouble lately for using banned pesticides.
I’m thinking naming a vegetable just “Plain Jane” is just a good idea for Melones — no chemicals, no politics here, just plain ole produce — otherwise we may all go bananas.
Technorati Tags: Produce, Agriculture, Fruits, Vegetables, Chiquita, Dole, Melones, Plain Jane
Posted by William Lozito at 11:12 AM
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November 6, 2007
Brand Naming: Handi-Vac Name That Sucks
The good news, at least for anyone who's ever experienced freezer burn: Reynolds is bringing out a $9.99 vacuum-sealing unit.
The bad news: they're calling it Handi-Vac.
If a "Handi-Vac" sounds like a wannabe Dustbuster to you, there's a reason. There are several Handi-Vacs out there already, with minor variations in spelling but the common function of providing suction.
- The Handi-Vac pick-up tool
- The HandiVac refrigerant recovery unit
- Hoover Handivac vacuum cleaners (no longer sold)
- Handy Vac wet/dry vacuums
- Hand-E-Vac medical aspirators
Worse yet, the name sounds a lot like Handi-Wrap-which is not a Reynolds product.
What's wrong with "Freezer Vac"? The domain and trademark are both available, and it would make the purpose of the product a whole lot clearer.
Technorati Tags: Reynolds, Handi-Vac, Dustbuster
Posted by William Lozito at 10:09 AM
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October 29, 2007
Brand Name Repositioning: Hummer and Coke Zero
Repositioning your brand name can often mean the difference between survival and failure.
Take the Hummer, for instance. In the age of "Inconvenient Truth," big gas-consuming trucks are a no-no.
GM's new campaign, entitled "Hummer Heroes," is meant to shift the focus to the good deeds one can do with a massive vehicle. GM has cleverly given 19 Hummers to the Red Cross as part of a donation of 72 vehicles.
Another example is Coke Zero. Initially it was targeted to women, however when Coke execs learned that men liked it as much, the black label was back.
Going "back to black" packaging helped to reposition the brand as masculine and a humorous TV commercial about two brand managers trying to sue Classic Coke for "taste infringement" made it distinctive.
Technorati Tags: Coca-Cola, Coke Zero, Classic Coke, Hummer, GM, Brand Repositioning
Posted by William Lozito at 9:12 AM
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October 15, 2007
Brand Awareness: Coke and China
A recent article posted at the New York Times should be read by all the good folks at Coca-Cola. It seems Nike is shifting their focus from the traditional advertising towards the social networking, reported the New York Times.
Nike is pushing for "more physical interaction with brands," like sponsoring soccer games and marathons but also offering ""Nike Running Club" in its stores to create a genuine place of interaction with the brand name.
Coca-Cola has decided on another approach for brand awareness in China. The company has opened the Coca-Cola Research Center for Chinese Medicine at the China Academy of Chinese Medical Sciences, which will dovetail with its Beverage Institute for Health & Wellness in China. As reported, Coca-Cola's newly developed beverages will include Chinese herbs as ingredients.
However, the setbacks for Coca-Cola in China are not over since Pepsi has decided to