[Cache – #73]
Woofstock is a great, cost-efficient name because it immediately gives us a sense of what it represents: North America’s largest dog festival. And so it was in Toronto’s St. Lawrence Market last weekend that thousands of canines did everything from strut in fashion shows to take a break in doggie day care. And sniff alot.
What about the other brand names in evidence? Our culture is so fond of dogs, there is a rich reservoir of puns and wordplay from which to draw. Which companies, products and services got the most from their marketing budget by turning Rover references into names that get the brand message across?
Petklix: Now that dogs are using computers, this name gets the point across very well. Smartly supported by a tagline that helps tell the story and might even coin a new word: petworking.
Smoochy Poochy: If this was lipstick for dogs, the name would be perfect. But this
brand focuses on accessories including hands-free leashes – and the name doesn’t
help us understand that.
Nutram: I am always hesitant to call a name terrible, because you have to have a sense
of the business model before giving a final opinion. This case is an exception,
because no matter what this business is about, “Nutram” just ain’t telling the
story. (Insert Nutram joke here)
Rejeneril: I understand what this name is trying to accomplish, which is sound medicinal.
But the name doesn’t relate in any way to dogs or even to pets generally, which
is a huge lost opportunity.
K9 Couture: Not the most original perhaps, but the repetition of the “K” sound is memorable, and someone has taken care to construct a logo that synthesizes with the name to get the luxury feeling across.
Overall, the names at Woofstock were a big disappointment. It’s unfortunate, but too many of the brands on site belong in the doghouse – for wasting marketing dollars with names that don’t tell us what the business is about.