ADwërks: What’s In A Name

Celebrities name their children after fruit, colors, numbers and even cities. (Or in the case of one psuedo-celebrity, Press. Yes, Press, for all the attention she allegedly did and will receive.) Us common-folk laugh at birth certificates filled with words more commonly used on spelling flash cards for first graders. But the stand-out-in-the-crowd naming mentality does not start or stop with preschoolers hounded by the paparazzi.

These superlative skills also flood companies and products. Want something in HD, you get your pick of makeup, movies or sunglasses. Then there’s extreme (or EXTREME or even X-TREME) for games, pop or memory cards. And the 2012Consumer Electronics Show introduced ultra – ultrabooks, ultracomputers and ultratelevisions.

Courtesy: Procsilas Moscas

Add to all of this, 3-D and ultimate, and you get the Ultra Ultimate Extreme HD 3-D phone, television, computer, apple, car or pajama jeans (ok, that may be a little extreme).

But it begs the question – Does an avalanche of adjectives actually help sell a product by moving it into the sphere of talked-about-ness, or does it end up disappointing? Does a name in itself create credibility, or cause chaos in an already overwhelmed marketplace?

Maybe in the end it’s not what’s in a name, but what’s in the product its

elf. If we sell people on exaggerated expectations, we often end up with disappointed consumers. So if a name brings with it the showmanship of an Elton John costume, but also delivers, it does the consumer some good by delivering what it promises. But when we brand an object outside of its personality and label it for headlinesand not accuracy, well, it ends up like a 72-day Kardashian wedding, a lot of talk and even more gifts that should be returned.

And then there’s the guy who named his sonsWinner and Loser. Names hold power, but the product (or the person) holds even more. As for naming children, she may not be a celebrity outside of her own yard, but we named our pug Mayhem Awesome. Unfortunately, as our furniture proves, she did not over-hype her name.

 

Originally posted on ADwërks.com.

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