Some Names Just Work
1 Comment Published by Frank Lane July 5th, 2007 in Focus, Linkage, Naming, Spot OnJust saw a Pamper’s line extension called Cruisers, developed to give extra room for learning to walk without leeking. Just great. Pamper’s Cruisers. Does that set up a compelling expectation?
At the same time, consider Rubbermaid’s new line with bottoms designed to stack into both tops and bottoms for easier storage. Could they have chosen a name as meaningful as Cruisers? Yes. But they didn’t. It’s called Rubbermaid Premier. BTW, I had to stop and go to their website to remember Premier. I consider this a wasted opportunity for Rubbermaid to make a point on behalf of a pretty good new design direction. Pity.
You wrote about several companies who you feel have developed Killer or near-killer Brands. Spanx was one. Their name fits with the original slogan “Don’t worry…we’ve got your butt covered.” The naughty, playful imagery is wonderful. It fits.
Lululemon Athletica is another you mentioned. Per their website, Lulemon Athletica is a yoga inspired athletic apparel company that aims to create components for people to live longer, healthier, more fun lives. It appears they are using well the principles of focus, alignment and linkage. But with regards to the name, do you feel they could have/should have chosen a stronger name? “Lululemon”, the main ingredient of their name (their website is http://www.lululemon.com) doesn’t connote anything about yoga inspired clothing.
As a sidenote, Lululemon has a subsidiary company called OQOQO, which focuses on clothing made from sustainable fabrics. I love the concept and the founder, Chip Wilson, might get most of the focus, alignment and linkage down. But the name selection? Mmm.
Ernst