Product name protocols fail the marketing test

When you see a product you like, it helps if you can remember its name. So you can search for it, ask about it and make sure you’re about to make the best buying decision. At the same time, a name can speak a thousand words. An aspirational, sales led product name can help stock whizz off the shelves.

But some sectors make life very difficult. Take fridge freezers. I’ve just finished writing a few blog posts about them, hampered by the manufacturers’ naming protocols. Which are absolutely dreadful, obviously dreamed up by non-marketers.

Crazy product names

At a quick glance top brands Samsung, Beko and Zanussi use model codes like RSA1WTMH, CDA659F and ZRB224NXO instead of names. On closer examination Whirlpool, Logik, Indesit and Frigidaire do the same.  And the white label machines sold by the big retailers just have a bald, bare code that isn’t even isn’t even redeemed by a brand name. Shame.

Worse still the product numbers are too long to recall without writing them down. A code with more than five numbers or letters is really hard to remember. Probably because it’s boring and meaningless.

I’d bet good money that marketers, copywriters and – most importantly – consumers would have a much easier time if fridge freezer manufacturers awarded their products cool, interesting, descriptive names. Instead of cumbersome strings of letters and numbers.

In an ideal world the sleek, dark Samsung RSA1WTMH might be called the Black Magic. And the Beko CDA659F might be named the Silverline (for argument’s sake) instead of a string of numbers, inspiring more consumers to buy as a result.

Calling kitchen appliance manufacturers. Take product naming away from your bean counters and engineers. Hand it to your marketers instead and see what difference creative naming protocols eventually make to your bottom line.

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