In America, a traditional state fair food staple goes by two names: corn dog or corny dog. If you know this golden fried goodness by the later name, you must be from Texas. And if you’re from Texas, you likely don’t even call it a corny dog. You simply call it a “Fletcher’s.” And you say it with childlike excitement, almost with a giggle. Because that’s how good it is. That’s the fond memory it evokes. And that’s the lasting power of this brand name.
Archives for June 2023
When naming, companies often make a fundamental mistake about the nature of risk. The faulty assumption is that a company needs a descriptive name in order to “describe what it does,” or what its product does. Or an experiential name to refer as closely as possible to the experience that the company, product, or service wants you to have. This is often because leadership says they “don’t have a huge marketing budget” to do this describing. In other words, an “edgy,” evocative name that doesn’t describe what they do is considered too “risky.”
This kind of thinking is prevalent across all industries. It’s also completely wrong.