Over the recent past, the new technology has revolutionized the market industry. Firms can now advertise their products easily using a specific brand name that is appealing to consumers. Companies are aware of the importance of a brand name when it comes to advertising, and as such, they use catchy brand names which attract customers. These brand names, however, in most cases may not necessarily match the name in terms of quality. This paper, therefore, seeks to explore the two articles given, How to Pick The Perfect Brand Name by Dan Heath and Chip Heath and Freshly Minted written by Sarah Davies by examining the key arguments of the authors, the relationship between the two as well as the authors’ view on brand name and advertising.
In the article, Freshly Minted, the author explores how the firms have mastered the art of using a brand name to lure customers to make purchases. For example, the author captures an instance of toothpaste names. She uses the toothpaste names with both types of toothpaste using the flavor, Mint. This, the author asserts is used to make the brand name more appealing to the customers. Ideally, consumers are sometimes swayed by the brand name as the author suggest. From the arguments of the author, the main reason many kinds of toothpaste share such a common flavor, Mint is simply because of the spying that has become common in the contemporary society. Many businesses are aware of the purchasing behavior of different people, and they know what people like. To this end, it becomes easy for them to devise a brand name that well captures customers through making the product appear to be the perfect brand to satisfy the needs of the customers.
The same argument is brought out in the article, How to Pick The Perfect Brand Name. In this article, the authors examine the tiresome ways through which firms undergo just to ensure that they come up with the perfect brand name. According to the article, a brand name is paramount. For instance, the authors assert that ‘everybody wants a Gaga name for their new products, websites or startups” (Heath " Heath 54). What the authors are emphasizing here is the power of a good brand name. Ideally, the name of a product can either act to increase sales or decrease sales. In the two articles, the authors argue that the name given to a product represents more than just the product. For example, in the article, How to Pick The Perfect Brand Name, the authors argue that the disposable mini toothbrush by Colgate is of small size and an individual can be tempted to name it basing the argument on its size. However, the disposable mini toothbrush is more than that, and the name should signal such aspects as lightness, softness, and gentleness (Heath " Heath 55). As such, consumers can associate the brand with something more than just its size, and this makes it easy to sell the product.
From the two article, both authors show how advertisement campaigns and product lure customers and if that is not enough, the brand goes ahead to dictate the tastes of the consumers. Notably, the use of Mint flavored toothpaste and the way of advertising. The main argument here is that a product can be advertised to show the most appealing features to customers. For the advertisement to be productive, however, the authors assert that a brand name that can relate to the experience of the product is necessary albeit in most cases the experience is not relatable to the brand, and this is only used by firms to lure consumers. It is the world in which companies are working to maximize their sales by coming up with ways which they think are the best to lure consumers. This is a view that the two articles explore in details. For example, the authors point out that finding exactly the needs of the customers and trying to come up with a product name and advertisement that capture the very imperative aspect of consumer needs is key to luring them to make purchases. The article by Sarah Davis points out that having toothpaste that is unique and one that helps in cleaning teeth for cool and good breath makes the toothpaste unique in that consumers will have something they can associate with (Davies 46). Equally, in the article, How to Pick The Perfect Brand Name, the authors assert that having products, websites or startups with a Gaga name makes them unique in a way and the customers can relate the products with. As such, the point that both authors in the two articles are putting across is that when consumers find something they associate with in a product, they tend to establish some loyalty to the product which is what businesses are looking when they invest a lot in brand names and advertising.
For example, ever wondered why an individual buys a unique type of product when that individual goes to the supermarket? And in most cases, such a person when asked to buy a different product with the same features and taste like the good that person buys often, it becomes difficult to convince the person to buy the other product in spite of the similarities. The secret behind all that is the brand name. The individual has developed a unique relationship with the product hence creating customer loyalty. Ideally, this is the aim of using a good brand name and advertising as explored by the authors in the two articles. The authors, however, point that in spite of companies spending too much on brand names, slogans, and advertising, sometimes the products may not be appealing to all prospective consumers. This is because of difference in taste and preferences. For example, the author Sarah Davies narrates her case with the use of mint oil and how it had affected her. This shows that despite the popularity of the toothpaste with mint flavor, she was not a part of the larger group of customer who had become loyal to the mint flavored toothpaste (Davies 46). This is an idea that the companies are aware, but it does not distract them because they are focused on capturing the larger population in the society.
Ultimately, the two articles capture the way product name, and advertising has become paramount in the marketing field. As noted in the above discussion, companies are looking for ways to create a unique image in consumers’ minds through brand name and advertising. This makes it easier to remain loyal to a particular brand as a consumer as the authors posit in the articles.
Works Cited
Heath and Heath. “How to Pick The Perfect Brand Name”. Consumerism: How We Spend. (2011)
Davies, S. “Freshly Minted”. Consumerism: How We Spend. (2011).
