A catchy identify or slogan can improve advertising, branding and gross sales—but in addition confuse and offend
BY WILLIAM SEIDEL
We earthlings make it arduous to speak, however language is one of the best we now have. With over 7,000 completely different languages in 196 international locations, it’s not straightforward to speak.
Language is instrumental for advertising, branding and gross sales. Having the appropriate message could make a hit; having the unsuitable message could cause failure. The examples, names and language on this
article are widespread phrases, actual companies and precise campaigns.
There may be contradicting language and statements, akin to Oscar Wilde saying, “Life is far too vital to be taken severely.” And there are oxymorons that juxtapose reverse meanings like bittersweet, an unique copy and resident alien.
Phrases and phrases that self-contradict could also be rhetorical, add humor or illustrate a degree. However this doesn’t imply it’s a good identify for a product or a enterprise.
Our language and communications are inconsistent, inaccurate and sometimes contradictory. Some issues in English simply don’t make sense: If you transport it by automotive, it’s a cargo—however by ship it’s cargo.
You could have fingertips however no toetips. You’ll be able to tiptoe however can’t tipfinger.
We take satisfaction in combining phrases to imply the other: jumbo shrimp, plastic silverware, previous information. We drive on parkways and park on driveways. Good grief sounds a lot better than unhealthy grief.
We unconditionally settle for that residences will not be aside; they’re all collectively. They’re truly “togetherments.”
Catchy and humorous examples
Does catchy and humorous matter? It positive does! The actual query is, does it entice enterprise, or repel it?
A tongue-in-cheek identify could also be cute or memorable, however is it sufficient to determine repeat gross sales?
It will probably work when it’s achieved proper. “Thyme and Thyme Once more” is a intelligent play on phrases and a constructive enterprise identify for an herb and spice catering enterprise. “Positive Lock Properties” implies residence safety with the reliable affiliation with Sherlock Holmes.
Quite a lot of “Lord of the Wings” eating places tried to capitalize on the film’s success. Most failed, aside from one at Ohio State and a
cooking rub product.
Some enterprise names may fit for native markets, akin to Joe’s Bar & Drill, a dental workplace in California wine nation serving complementary wine. It has an amazing follow however is unlikely to do effectively elsewhere.
The product identify Icy Sizzling® confronts the confusion of utilizing scorching or chilly for topical ache reduction. The advert company, Terri Sandy, calls it Distinction Remedy. This could create curiosity to know extra, which might persuade folks to select it up.
The humanities have nice leeway when utilizing contradictions. “A Arduous Day’s Evening,” “The Sounds of Silence” and “Whats up Goodbye” create a playful contradiction. And it actually works for films akin to “True Lies,” “You Solely Stay Twice” and “Again to the Future.”
And let’s not neglect Shakespeare, who coined “candy sorrow.”
Clear distortion
Doublespeak is the George Orwell phrase for intentional distortion to disguise or reverse the that means. He could also be extra related at this time within the period of reports that isn’t actual information, and different info.
Doublespeak is used to make one thing unhealthy sound higher, akin to saying “downsizing” as a substitute of firing workers, or claiming “adverse development” for firm losses.
And it’s not rubbish—it’s “sanitary landfill.” However is it actually sanitary?
The army is infamous for doublespeak like “servicing the goal” as a substitute of dropping bombs; “collateral harm” as a substitute of a number of fatalities; and “enhanced interrogation” as a substitute of torture.
Even the effectively accepted time period “civil battle” combines the meanings of courteous and well mannered with hostile battle.
Misplaced in translation
In america, 42 million folks communicate Spanish at residence. In case your identify, model or message doesn’t translate effectively, you’re eliminating a large a part of the market and could also be offending them.
The 1984 Coors beer marketing campaign, “Flip It Free,” means “endure from diarrhea” in Spanish. Nova means “star” in Spanish, however when Chevrolet launched it, the corporate discovered that it appears like “no va”—which suggests “no go!”
The marketing campaign “Come Alive With the Pepsi Technology,” translated into Chinese language, means “Pepsi brings your ancestors again from the grave.”
To “desk an merchandise” in America means to set it apart till later. In the UK, it means to actively think about an merchandise.
IKEA launched the Fartfull workbench, as a result of it means speedy in Swedish. Worldwide advertising should think about the social implications.
Keep away from the adverse
Catchy doesn’t all the time imply good.
“Passmore Fuel & Propane” and “Stubbs Prosthetics & Orthotics” might get fun however may additionally go away an offensive or adverse impression.
Is it intelligent to call your chair retailer the “Shack of Sit”?
“A Salt & Battery” fish and chips restaurant is a play on against the law. “Curl Up and Dye” hair salon is memorable, however darkish humor could be morbid.
Regardless of these components, a reputation in poor style can generally make it! There are a minimum of 5 unbiased “Grasp Bait & Deal with” shops and several other on-line which have traction with fisherman. The identify is sufficient to herald clients. Hats and T-shirts are huge sellers.
Language manipulation
The identify may break it!
I had a consumer with a superb fish deboning product that stripped the bones, backbone, ribs and tail off the fish with one fast flip of the wrist. The inventor spent a fortune on an expert infomercial and deeply invested within the identify that no community would permit: The Wunder
Boner.
In any case failed, he got here to us. We structured two media offers,
bought it on-line, discovered new funding however solely restricted gross sales and no distribution due to the identify.
So, command your message! Cute names might get fun however are sometimes short-lived. Readability is healthier than levity, and brevity is healthier than extra.
The most effective and most secure is a straightforward message that wants no rationalization.
The most effective advertising doesn’t really feel like advertising. This typically takes the skills of an skilled wordsmith. Suppose Advertising and marketing!
