After watching yesterday’s Superbowl and its entertaining commercials (way to go Big Ben!) it’s fascinating to think about companies who spend millions of dollars creating a catchy, memorable new name for their hot new item…and compare it with businesses whose brand success comes from, ironically, having no name at all.
I remember studying this topic in one of my marketing classes at Miami of Ohio. Actually, I think Roethlisberger’s desk was next to mine, although I don’t remember seeing him in class very often. Hey, I wouldn’t have gone to class either!
Still, quite a few examples of this trend pop up:
There’s a marketing term out there for this trend, but I’m not sure what it’s called. Generically eponymous? Anti-genre? Ironic? Inverted?
Who knows. But in the rare instances that it’s used, it seems to work in terms of memorability and humor. Although, you have to wonder how many times names like these can be used before, ironically, the anti-genre become a genre in itself.
LET ME ASK YA THIS…
What’s your favorite “no name” product or company?
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Scott Ginsberg
Author/Speaker/That guy with the nametag
www.hellomynameisscott.com
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