This week’s Goofus and Gallant post is on product naming. The first Goofus goes to Beneful. Combining names to create a new brand or product name is risky. Beneficial and wonderful are great words to try and connect with Fido’s food, but pop culture had this name put to sleep. At least for me, the name “Bennifer” comes to mind every time I hear Beneful. And I’ve been hearing it a lot lately with a ton of online ads to support their recent appearance on The Apprentice: Martha Stewart.
The Gallant goes to Eukanuba. There is a story to this unique name and all good brands should have a story to tell. Disclaimer: The Iams Company was a client of mine many moons ago.
Other names that get the Goofus include Leganza and Altria. For the name of a car model, Leganza sounds like an aspirational attempt at confidence. It comes up short. Altria is simply a bait and switch. Philip Morris purchased Kraft Foods and did not want a direct connection between the two brands.
Tobacco companies need to switch products, not names. Philip Morris should stop selling tobacco, buy a car manufacturer and make some changes. A Marlboro Truck will sell. Virginia Slims can compete with the Mini Cooper and whatever the Kool looks like, I’m test driving it (even though Kool is not a PM brand).