App generated brand names – not quite the future
12th February
It looks too good to be true – an app which generates new brand names for you. The basic version costs £1.19, so I thought I’d give it a road test. Above are two juices we named and designed. J2O was a pun on juice+H2O. It’s now the No.1 packaged drink in the UK on-trade. And drench (the first SKU was a spring water) was so named to evoke a feeling rather than trade on generic provenance (as Volvic, Buxton etc. do). The juicy drench range is far outstripping the marketing team’s most optimistic initial projections.
I load the app and add in the root “juice”. It gives me Juiceeo. Eojuice. Juiceia. Lajuice. Juiceoos. Oosjuice….etc. You get the idea.
Party Feet was the name we gave to a Scholl product briefed to be called a “gel arch support”. The product makes high heels more bearable (I’m told). I key into the magic app the root word “party” (hey, let’s at least throw in the insight). Voila: Partyeo. Eoparty. Partyia. Laparty. Partyoos. Oosparty…
Conclusion – imagination cannot be app-ed. It was too good to be true. Save yourself £1.19. I should have bought Logo creator instead.
1 Comment
Jovan Buac
February 15, 2010 2:41 pm
Naming is something I hold very close to my heart, having spent countless hours in brainstorms and working with some very talented naming consultants along the way. It’s good to know £1.19 doesn’t buy you a short-cut to a new brand name. If it could, it would greatly devalue the naming ‘magic’ that can’t be bottled, let alone app-ed!
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