I have a love/hate relationship with marketers, both personally and professionally. Personally because, darn if they don’t influence me to buy something I don’t need, and professionally because the really good ones are expensive to hire and they make it look so easy.
Some marketing techniques are more “DIY” than others but the branding, the naming and the tag lines are not as easy to produce as most people think they are. Oh, sure, once you’ve seen a commercial or marketing campaign it seems obvious but the making of that commercial or marketing campaign most likely took many people working long hours to produce.
A recent segment on CBS Sunday Morning explored just this process with David Placek, owner of Lexicon which has named some of the most well-known products in our lives. The segment title is “What’s in a name?” but don’t let this deter you from checking this out. Word choice is as important when picking a name for something as it is when writing dialogue and narrative.
Furthermore, concise word choices are especially important for writers when it comes to their “elevator” pitch at conferences as well as in how they pitch to readers, the ultimate audience. Whether that marketing pitch is in person, on social media or on a web page it has to grab the reader quickly, especially these days, due to the proliferation of available reading material in this age of online immediacy.
So, take a moment and watch this short interview and find out how some of those well-known products got their names. It really is fascinating.
Here’s the link to the interview: