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  • Ms. Kaus

Crafting Names that Sell

Updated: May 12, 2019

Remember when you bought a lipstick just because it boasted a glamorous Toast of New York? How can that not be a desirable place to be? Cocktail dress, glass of sparkling and a happy cheers in a glamorous roof-top bar in NYC. Oh, and you didn't even like that colour very much...How about something more scrumptious, like Berries in the Snow? Or Frozen cherries? Or even Champagne on Ice?

Have you ever wondered how much work goes into product naming? With tough competition, brands try to offer added value that will help their clients make a clear choice. One of the tactics brands employ is creating desirability and triggering purchase by coming up with memorable names for their products. But not only that, gorgeous, glamorous, even edible names. Yes, edible. I'd say the winner in this category has got to be make-up!

Crayola and Clinique managed to pull off an interesting and brave collaboration by co-branding a set of crayon-like lipsticks! The result is a fun crayon look-alike box, that just shows that established and mature brands can be fun and tap into the younger audience with a little smart product development.

So what kind of brands use this technique to sell? Well as with everything, from items on your Italian restaurant menu, to your smoothies, the more well crafted their names, the more likely you are to choose if they resonate with you. A deliciously refreshing vitamin packed summer treat peach smoothie surely sounds much better than a simple Peach & Mint Smoothie. Got you thinking? Then think some more! From Crushed Berries to Dirty Peach, or even Creme Brûlée or Laguna Beach, make-up brands do their best to entice our senses and get us buying.

So why do consumers like being seduced in this way? Despite being no success potions, they make them more confident and this probably helps boost their personal and professional life. After all, self-confidence is a big reason why people really buy make-up.

Have any thoughts on this subject? Talk to us!

At Kaus Group, we work with businesses to help improve their marketing and communications strategy, their brand positioning and to support them in their journey towards leaving a legacy for Myanmar's next generation.

Kaus Group is your boutique creative agency in Myanmar, combining data insights, solid marketing and communications expertise with the talent and passion of highly skilled creatives. At Kaus, we craft strategies and solutions that help our partners grow in a profitable and sustainable way.

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