9The power of the name
The name is the hook that hangs the brand on the product ladder in the prospect’s mind. In the positioning era, the single most important marketing decision you can make is what to name the product.
Shakespeare was wrong. A rose by any other name would not smell as sweet. Not only do you see what you want to see, you also smell what you want to smell. Which is why the single most important decision in the marketing of perfume is the name you decide to put on the brand.
Would “Alfred” have sold as well as “Charlie?” Don’t bet on it.
And Hog Island in the Caribbean was going nowhere until they changed the name to Paradise Island.
How to choose a name
Don’t look to the past for guidance and pick the name of a French racing ...
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