What's in a Name?
Lessons in Insights & Innovation From Anti Monkey Butt Powder
by Mark Prus
I am a professional name developer, and I like to gather opinions about product names. Earlier this year I posted a Twitter Poll to gather opinions on Anti Monkey Butt Powder… Good Name or Bad Name? The results indicated that about 70% of people thought Anti Monkey Butt Powder was a bad name.
However, the real learning came from the comments I received about the posting. The people who thought it was a bad name were making fun of the name and the product. The people who thought it was a good name were people who suffered from what might be described as a “chafed butt” due to extended horseback riding or motorcycle riding or truck driving. Several claimed to be consumers of the product and they were very defensive about the name… they thought it was perfect.
So what is the lesson on insights and innovation? It is very simple… do a great job of developing consumer insights behind your product and those insights will lead you to terrific ideas, such as a novel name for your product that speaks loudly to your target market. Who cares about the majority of people who might ridicule your product? What you should really care about is the “passionate minority” who will turn into loyal fans!
The owners of Anti Monkey Butt Powder did a terrific job of identifying with their very narrow target market. The “problem” of having a chafed butt is not one that everyone has, but if you do have it, you understand what Anti Monkey Butt Powder is designed to do. If you do not have this “problem” then it really does not matter what you think because you will never buy this product.
I chose Anti Monkey Butt Powder for the Good Name Bad Name poll because I thought it was a clever name, but when the passionate responses came in from people who identified with the product, I loved the name even more!
Mark Prus is a marketing consultant who offers a name development service called NameFlashSM.
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