What’s In A Name?

Montepulciano_d'AbruzzoCompanies spend big bucks selecting product names. Rebranding efforts are often driven by the perceived need for a “better” name. Some names have struck me as odd. One of my all time favorites was Non-Bleach Clorox. If Clorox=Bleach, what is non-bleach bleach?

Anyway, I was fascinated by a study out of Brock University in Ontario, Canada, which found that wine enthusiasts are more likely to enjoy a wine if the name is fancy or difficult to pronounce. And they are willing to pay more for it.

Perhaps we now know why some people refer to them as wine snobs.

That being said, consider how the name of your product or service will resonate with what your customer is trying to buy.

Mitch

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