Products and Companies Members Private Sale
•Download as PPTX, PDF•
4 likes•2,804 views
Roger Cauvin, Director of Products, discusses why companies struggle with naming products and brands. Common names are risky as they do not distinguish a brand in the market. Instead, names should have incongruity and not directly relate to the category to better stick in people's minds. Word of mouth is also more effective when names spark curiosity or intrigue through elaboration rather than straightforward descriptions. Cauvin cites research supporting these claims and provides his contact information for further discussion.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (19)
Recently uploaded
Recently uploaded (20)
Products and Companies Members Private Sale
- 1. Products and Companies Members Private Sale #wesuck #PCATX13 Roger L. Cauvin Director of Products Why We Suck at Naming
- 3. “Sounds like a porn site.”
- 11. “The kiss of death for an Internet brand is a common name.”
- 12. “[A] brand name is a peg that people use to hang all the attributes of your business.” “The LESS it has to do with your category, the better.”
- 14. Incongruity Elaboration Affinity2 Recall1 Word of Mouth3 1Heckler, S. E. and Childers, J. L., “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?” Journal of Consumer Research, 18, 3, 475-492, 1992. 2Miller, Elizabeth G. and Kahn, Barbara E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research. June 2005. 3Mattsson, Jan and Söderlund, Magnus. Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC : Australian New Zealand Marketing Association, 2011.