PageView
(Marketing)

How Changing Your Product's Name Instantly Makes It Way More Sexy

If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name.

Johnny Molson
Johnny Molson
March 23, 2021
How Changing Your Product's Name Instantly Makes It Way More Sexy

Your French shampoo is lying to you.

TRESemmé Shampoo (ooh la la) is an elegant play-on-words. The closest French phrase is “très aimé,” which basically means “very loved” or “beloved.” Also cleverly hidden in “TRESemmé” is “tresser,” which means “braid.” And La Semme is a lovely tributary in Central France. But the actual origin of the name TRESemmé is a nod to its creator, renowned cosmologist Edna L. Emme.

Edna was from St Louis.

shampoo

…and “Edna’s East-Missouri Hair Soap” wasn’t going to fly off the shelves. The exotic-sounding “TRESemmé,” however, became a hit.

Herbal Essences Shampoo, also made in Mid-America by Proctor and Gamble, has instructions in both English and French. Who, exactly, is that for? (Hint: Only 0.06% of the United States is made up of French-born citizens)

pantene

Pantene Revitalisant, fancy-French for “conditioner”, also made in Cincinnati.

Prego Italian Pasta Sauce, made by Campbell Soup, Camden, New Jersey.

Tostitos? They’ve never been south of Texas. Chinese Cashew Chicken…famously created in Springfield, Missouri.

General Tso’s? Nobody on the Asian continent has heard of the dish.

So, who is this for?

It’s for YOU. Y

ou want your pizza from a place called Luigi’s.

Your egg rolls taste better from a restaurant called “Hunan.” And I hear the babkas and blintzes are best over at Berenbaum’s Bakery.

Did TRESemmé lie to you by making you think it was from France?

Depends on what your definition of “lie” is. “TRESemmé – Made in France” would be a lie. TRESemmé, the Shampoo Used in Salons,” is a story. It’s a story YOU asked for, and a story YOU want to be true.

You want a shampoo used in a salon. Salons are much more upscale than barbershops. “Salon” is also a French word. As is “haute couture.” See where this is going?

Adding “TRESemmé” just makes it French-ier.

Now, don’t go changing the name of your business. That’s not smart. But what if you change the name of something your business does?

“Before the spring planting and after the fall harvest, men and women in Tuscany renewed their wedding rings by bringing them to a local goldsmith who would intricately polish and strengthen the rings. It’s a tradition called “Rinnovo”… Italian for “renew.” The short time the couple’s rings were being cleaned, was also a moment to reflect and renew their love for each other. Every wedding ring we sell at Rinollti Family Jewelers includes the twice-a-year exclusive Rinnovo Rejuvenation. Because we believe the only thing stronger than the strength of your wedding rings, is the strength of your love.”

Would you rather have The Tuscan Rinnovo Rejuvenation for your jewelry…? Or just drop off your rings for maintenance and cleaning every 6 months? There’s no such place as “Rinollti Family Jewelers,” and the Tuscan Rinnovo tradition didn’t exist until a paragraph ago. I just made it (somewhat) more interesting. Give me a couple days and I’ll really make it good.

If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks. For that matter, I can only get Starbucks at Starbucks.

Would you rather have an armchair? Or a Swedish Ekerö from Ikea?

Corinthian Leather

In 1975, Chrysler told us their seats were made of Corinthian Leather. A type of leather that didn’t exist until ad firm Bozell and Jacobs invented it. “Corinthian” is slightly sexier than “interior made with leather and vinyl polymer blend.”

A customized name can make it more attractive and make it exclusive to your business. If they have “tune-ups,” you should have a Revitalizer. Nobody is going to inject hyaluronic acid into their faces… But if you call it “Juvéderm,” you’ve got a good shot. Juvéderm is a nice mash-up of “juvenile” and “skin,” with an accent over the “e” to make it French.

Giving something common an uncommon name gives it a fighting chance of being noticed and being remembered. Because if you’re not doing (at least) that…you’re not in the game.

(Brand Story)
(Product Focused)
(Brand Identity)
(Brand Alignment)
Johnny Molson
Johnny Molson

I take complicated, knotted-up marketing strategies and make them clear and understandable. I want people to know what you stand for, why you're special, and never forget you.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)