Branding Advertising – A Name That Helps

There is great advantage in a name that tells a story. The name is
usually prominently displayed. To justify the space it occupies, it
should aid the advertising. Some such names are almost complete
advertisements in themselves. May Breath is such a name. Cream of Wheat
is another. That name alone has been worth a fortune. Other examples are
Dutch Cleanser, Cuticura, Dyanshine, Minute Tapioca, 3-in-One Oil,
Holeproof, Alcorub, etc.

Such names may be protected, yet the name itself describes the product,
so it makes a valuable display.

Other coined names are meaningless. Some examples are Kodak, Karo,
Mazda, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be
protected, and long-continued advertising may give them a meaning. When
this is accomplished they become very valuable. But the great majority
of them never attain that status.

Such names do not aid the advertising. It is very doubtful if they
justify display. The service of the product, not the name, is the
important thing in advertising. A vast amount of space is wasted in
displaying names and pictures which tell no selling story. The tendency
of modern advertising is to eliminate this waste.

Other coined names signify ingredients which anyone may use. Examples
are Syrup of Figs, Cocoanut Oil Shampoo, Tar Soap, Palmolive Soap, etc.

Such products may dominate a market if the price is reasonable, but they
must to a degree meet competition. They invite substitution. They are
naturally classified with other products which have like ingredients, so
the price must remain in that class.

Toasted Corn Flakes and Malted Milk are examples of unfortunate names.
In each of those cases one advertiser created a new demand. When the
demand was created, others shared it because they could use the name.
The originators depended only on a brand. It is interesting to speculate
on how much more profitable a coined name might have been.

On a patented product it must be remembered that the right to a name
expires with the patent. Names like Castoria, Aspirin, Shredded Wheat
Biscuit, etc., have become common property.

This is a very serious point to consider. It often makes a patent an
undesirable protection.

Another serious fault in coined names is frivolity. In seeking
uniqueness one gets something trivial. And that is a fatal handicap in a
serious product. It almost prohibits respect.

When a product must be called by a common name, the best auxiliary name
is a man’s name. It is much better than a coined name, for it shows that
some man is proud of his creation.

Thus the question of a name is of serious importance in laying the
foundations of a new undertaking. Some names have become the chief
factors in success. Some have lost for their originators four-fifths of
the trade they developed.

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