All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 14. WHAT'S IN A NAME?

When you started your search for your good idea, you looked at the strategy, the benefits of your Phufkel, what the competition had done, and what your company had already done internally. You wrote down phrases, words, themes, slogans, and headlines; in short, you did all the things you now know you are supposed to. There is an additional place to search for inspiration that might be so obvious you may not even spend time considering it. I am referring to the name of your Phufkel.

If your Phufkel has a distinctive name, it might be a good idea to try to tie it into your idea. Failing that, it might still be interesting enough as the basis of one ad or mailing piece.

Not every name will work, but if you consider it carefully, and put some effort toward creating a campaign or marketing piece around it, it can work to your advantage. It can, however, also lead you nowhere, or even worse, lead you to a dull idea. You don't want to force the fit, but for example...

Note

Good Idea: Before I reveal examples of solutions I developed using product names as the basis of an idea, let me tell you the names. Then, without reading my solution, think of how you might use the name in a campaign, ad, slogan, or headline.

One brand was Tuck-It-Away, a self-storage company. But before reading the next section, think of some ideas and then come back when you are ready.

TUCK-IT-AWAY SELF-STORAGE

Tuck-It-Away is a company that has offered self-storage and mini storage in New York ...