They’re Content with a Common Name

“When you can do a common thing in an uncommon way, you will command the attention of the world.” – George Washington Carver

Sure, you can call your business The Nail Place — or you can call it Texas Chainsaw Manicure. Guess which salon attracts clients from around the world because people read about it in a magazine or saw it featured on TV?

In the hyper-competitive meeting industry, Convention Visitor Bureaus have the daunting task of trying to convince corporations and associations to bring their meetings to their city . . . .when there are hundreds of other cities to choose from.

I had a chance to speak for MPI (Meeting Planners International), and met the Convention Sales Manager for Seattle’s CVB office in Washington DC. Stephanie told me Seattle hit the jackpot by coining an original brand – Metro-Natural -that’s generated a billion dollars (yes, that’s a b) in buzz and free publicity. That attention-grabbing term (what I call a Half & Half Brand in my book POP!) cleverly captures the dual nature of the city’s cosmopolitan yet park-like setting. Well done.

Want another example of the power of giving your business an uncommon name?

Jay Sorenson saw what everyone else saw – those cardboard insulating sleeves you put around your cup of coffee so you don’t burn your fingers– and turned them into a 15 million dollar a year business.

How? By giving a generic product a genius name – Java Jacket. Sorenson said, “That trademarked brand is worth more than our patents. It has such a dominant market awareness that people who meant to call our competitors call us instead.” That’s the power of giving a common product a catchy name that gets it noticed, remembered . . . and bought.

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