The marketplace is filled with brands and products that have similar names. It is as if the marketing or product managers responsible for product naming were on vacation during this critical phase. The surest way to make your item a commodity is to give it a name that sets it firmly in the middle of a crowded field. In the advertising specialties industry one of the most crowded categories is the drinkware and particularly the up and coming ceramic tumbler segments.
Luckily there are a few manufacturers that understand how important it is to give your product a unique name. One trick is to use geography in your favor and the New Yorker Ceramic Tumbler is an instance in which this works while also identifying the product in one of the larger markets in the nation. There have been a few other promotional items that have come along with a similar name most notably from Bullet Line but none in the already filled mug market. Instead of using the size capacity like every other company on the planet they actually took a few minutes to come up with a name that was not already being used by a competitor and in doing so clearly identified their product is different. This makes it easier for customers to find when they search and easier for them to remember when they want to order in the future.
To take it one step further the Manhattan Ceramic Tumbler goes on to identify the financial capital of the world in what is probably the most utilized drink on Wall Street, coffee. If your target is large institutions which are one of the few segments still actively buying these products there is no better way to get a distinct product to market than to name your product after your target. Neither of these tumblers are particularly wonderful in that they are not really all that different from the competition. They do provide some nice features which would include a silicone top and grip and dishwasher safe usage but other than that they are run of the mill. What distinguishes them from the competition is the naming which is not the standard ounce capacity by type of product.
The tendency when things go poorly in the economy is to go into the bunker mentality. Sometimes that results in a lack of creativity which in turn results in some poor marketing choices. Even if staff is being cut this is no time to skimp on product development at least in terms of product naming. It does not take much effort to separate your product from the competition. You can use geographic reference points, historical figures, names or even go outside the box and use a totally new name that may not even be a word. When coming up with product names there are no rules other than being different unless you want to make your item a commodity. Save the product specific information for the description and use some creativity in coming up with a name. It costs little and has the potential to add significant value to your brand. When Gordon Sinclair was looking for a name for a new ceramic cup the I’m Not A Plastic Cup was born and it brought to the table a popular phrase that was not patented by a similar product years prior. The earlier item included a gift box which kind of ruined the whole eco-friendly atmosphere surrounding the product but the name in this case is brilliant. Most customers think they are looking at a regular plastic cup from photographs and this name makes it very clear that you are not looking at just another cup.
