What do you do with Kleenex tissue? You clean your nose. What do you put on your cut finger? A Band-Aid (which is a clever contraction of bandage and first aid.) What does Ultra-Brite toothpaste give you? Bright, white teeth. What will you be able to do if you use Close-Up toothpaste? Get close to the people you want to get close to. And what does the Close-Up package show? Two people getting close-up to one another.
Think about the disposable diaper category. Mothers want to take good care of their infant children, and the brands in this category deliver that care: Want to demonstrate your love for your baby? Buy Luvs. Want to take extra good care of your baby? Buy Pampers. Want hold your baby closely? Buy Huggies.
This guide doesn’t mean that a brand won’t be a success if its name doesn’t suggest benefit or use. Throw enough marketing dollars at almost any name and you can get your target customers to remember the name and associate some use or benefit with that name. Rather, this rule speaks to marketing efficiency. It will take fewer marketing dollars for your target customers to remember a name that suggests use or benefit than one that doesn’t.
Many marketers inherit their brand and product names so they can’t follow this guide. However, if you’re creating a new brand or new product name, follow this guide.
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