Tag: product branding

How to name a chicken sandwich: thoughts for branders (1)

Part one of a series on product naming.

So, medications after months of waiting, cialis 40mg  the baby is finally here. No, ed I don’t mean my actual baby – my wife and I are still waiting for the arrival of our third little bundle at the end of November. I’m talking about the new chicken sandwich Brandvelope named for KFC in Canada – which appeared in stores on Friday. Beg to Differ often gets asked what goes into such a process, so as a public service, here are a few insights for brand managers from the Kentucky Fried trenches.

Big Fresh

The Colonel calls

When Priszm (the company that manages the KFC brand in Canada for Yum! Brands) called Brandvelope this summer to ask for help naming the new sandwich, they already had a great product in development. The concept of the new sandwich had been pretty much nailed down after several cycles of focus group testing, refinement, and more testing.

We learned that they were launching this new product to be a “hero” – or “flagship” of their line of sandwiches. And we learned that focus group subjects loved the sandwich, but they didn’t love any of the names that had been tested.

Our job: find the right name for the new sandwich.

The sandwich concept:

  1. The chicken: fresh, skinless chicken breast fillets breaded in-store with the Colonel’s 11 herbs & spices, then fried on-demand for customers.
  2. The extras: fresh lettuce, a sesame seed bun, and peppercorn mayo.
  3. The packaging: the product is the only KFC sandwich served in a box, giving it a premium, high-value appeal.

The concept sounded like a winner to us (as a matter of fact, the early concept photos had our mouths watering). But what do you call such a thing?

There are two basic ways to approach naming.

The wrong way: creative first; strategy last.

This is the most common approach to naming. Sit in a room and brainstorm until you come up with the most creative, crazy, or compelling name you can think of, then run with it. This approach can be loads of fun, and usually leads to names that work great for the brainstormers, but not for customers.

The right way: strategy first; then get creative

This is our approach: take some time to understand the context that the new product will be launched into, the “brandscape” around it, and most importantly, what the name is supposed to do. Then and only then do you move to the creative part.

A great name is never just a name; it’s a tool to help people find, understand, and remember products, services, and yes, chicken sandwiches.

What we needed to know before we started:

  1. Intentions and strategic goals: what was the impetus behind the launch on the part of the people managing the brand?
  2. Customer expecations: what did we know about the hang-ups and desires of the target audience?
  3. The Brandscape: what competing products would the new product be compared to and how could we highlight the differences?
  4. Brand architecture – how  would the new name complement and contrast the rest of the existing portfolio of products?
  5. The unknowns: what additional information did we need, or at least, what were the areas where we’d have to make educated guesses?

The process from there:

So how did we get from these questions to the final name “Big Fresh Chicken Sandwich”?

Good question. We’ll get into more details in a series of blog posts over the next few days. But in the meantime, here are a few “take-aways” to think about.

Thoughts for branders:

  • Does your company treat product (or corporate) naming as a creative process first, or do you start with customer-facing strategy?
  • Can you answer all five of the areas we needed to adress for KFC above?
  • Are you treating your products as individual entities or  as part of a bigger system that helps customers make decisions?
  • Are you listening to people outside of your board room when you make such decisions? People who are willing to challenge you and your assumptions?

The Chicken Sandwich Series

  1. How to name a chicken sandwich: thoughts for branders (this post)
  2. Sorry Shakespeare: names matter – in roses and chicken sandwiches

NOMO lie number 2: all acronyms are bad

(Part 3 of a 4-part NOMO series about abbreviated brand names) Right, more about so this week we’ve dealt with nomonyms, order our term for any unhelpful abbreviated names, tadalafil initialisms like IBM, and whether they can be a brand at all. And later we’ll deal with the 25 worst acronyms of all time. But first: acronyms. And here’s my lie about them: all acronyms are bad.

090701_russianigeria[1]
The happy couple in the merger of Russia's Gazprom and Nigeria's NNPC: the awkward new name "NIGAZ" (pronounced "NIGH-gaz" - no really)

So yeah. It was a lie: not all acronyms are bad.M

But just as initialisms are not a good choice for the vast majority of products and companies, acronyms are very difficult to do well, and are fraught with hidden perils – as the well-meaning folks in the picture above thought when they chose their acronym – based name, or the example we commented on last month: the SciFi channel, who thought Syfy would make a spiffy (not “siffy”) name for their channel rebrand.

What is a (real) acronym?

But lets be clear what an acronym actually is. The word is used as a blanket term for all abbreviations – as in this Wikipedia post, which starts off making the distinction between acronym and initialism, but then ends up lumping them together. A true acronym has to meet three tests :

  • a. It must be the abbreviation of a series of words, which
  • b. creates an actual word that people can realistically use in everyday conversation, and
  • c. the new word must stick — that is it must actually be used by people as a proxy for the longer phrase.

Meeting criteria a. is really, really easy. Anyone can take a bunch of letters and throw them together into a sequence. But if the combination is “YTJNE” it’s not an acronym, it’s an initialism.

Which brings us to criteria b. This one seems easy, but is actually devilishly difficult in practice. And criteria c. is the hardest of all, since this involves actually convincing people to use the name you create – and preferably without rolling their eyes or laughing aloud.

Why it’s so hard

It’s like trying to give yourself a nickname. In my early brand-geek days (when I was 8), I tried to get my friends to call me “Tater” (don’t ask). But of course it didn’t work. Why? because it was my idea of what would be cool, not other people’s idea of what FIT me.

Because essentially that’s what an acronym is – a nickname.  Think about how we call Coca-Cola “Coke”. We know the “official” version, but saying “Coke” feels more familar, more friendly. A good nickname is a proxy; a good acronym is a short, catchy version of a longer name that people are aware of, but if the right handle comes along, they’ll use it.

The secret to good acronyms

So here’s the key: a successful acronym has to be so simple, so elegant, so natural, that it feels like it was you customer’s idea all along. Essentially, it has to be a useful tool to help people notice, remember, and refer to you. Oh, wait, that’s our definition for a brand!

  • Successful acronyms like “laser”,”NASA”, “Benelux”, and “UNICEF” are easy to say, easy to remember, and natural to use. When this is the case, the acronym actually supercedes the full name in the customer’s mind. I was an adult before I learned that UNICEF was anything but a strong stand-alone brand name. Quick: what does “scuba” stand for? Most people don’t even realize that it’s an acronym for “self contained underwater breathing apparatus”. That’s how natural a good acronym should be.
  • Unsuccessful acronyms are either unwieldy (UNRWA – pronounced “un-rah”), unpleasant to say (GATT), or just too long (PUMCODOXPURSACOMLOPOLAR – Pulse Modulated Coherent Doppler-Effect X-Band Pulse-Repetition Synthetic-Array Pulse Compression Side Lobe Planar Array).
  • Really awful acronyms: At their worst, acronyms are so laughably bad they make news on their own – ususally because the combination of letters forms a word that is just too much of a stretch. But we’re reserving those for another post.

The whole NOMO series:

An abbreviation is not a brand, & all acronyms are bad! (NOMO part 2)

(Part 2 of a series about abbreviated brand names.) Yesterday, healing I ranted about the use of nomonyms (unhelpful abbreviations) in government. But of course, page as you’ll read in this and subsequent posts, the problem of bad abbreviations, acronyms, and initialisms goes far beyond government. But the two biggest problems of all are right in the headline…

Just a few of the exciting things you can expect from SMC - a TLA extraordinaire.
Just a few of the exciting things you can expect from SMC - a TLA extraordinaire.

Whoops. I lied. Twice.

Okay, a confession. In the headline, I lied a little – sort of. And what’s more, I kind of lied twice. But they’re well-meaning white lies, so if you can forgive me, I’ll explain why I lied. Today, I’ll deal with lie number one, on abbreviations. Tomorrow we’ll deal with lie number 2 and the problems with actual acronyms.

Lie number 1 (sort of): an abbreviation is not a brand.

What I’m talking about here are a specific kind of abbreviation: initialisms. These are names where you take the first letters of a longer name or set of names, and create a “monogram” for the company – like “IBM”.

So I hear some readers screaming “But IBM is a brand – and a really, really valuable brand!” Yup. It sure is. Actually it’s the second most valuable brand in the world. As I said before, I lied.

And here are a few more names that make me look like a really big fat liar: H&M, AIG, SMC, HP, HSBC, ING. All giants in the branding world. So yeah, my pants are seriously on fire. An abbreviation actually can be a brand – and it can even be a very powerful brand, maybe even second best in the world.

So is naming your product or company with an initialism a smart idea? Absolutely not!

That’s because, while it turns out an abbreviated name can become a brand (shame on me), an initialism is not inherently a brand, and strategically, not the right choice for 99% of products. It the names of all these things are exerting a negative drag on their “brandness” (communication value).
Just think about the names again. Chances are you recognize most of those abbreviations. But look again.

I lied again: SMC is a fake.

The many faces of SMC.
A google search showing the many potential brands of SMC.

Or rather, SMC is a real name, but not one you’ve ever heard of unless you’re into SMC pneumatic automation products (and who isn’t really?). Or maybe you went to SMC (Santa Monica College), use the SMC (State Machine Compiler), climb with the SMC (Scottish Mountaineering Club), belong to the SMC (Small to Medium Company business councils), or are active in a SMC (Social Media Club – which is where I first heard the term and got stumped).

Or maybe you’re a marketing executive at the Irvine California high tech hardware company called SMC Networks . If so, best of luck with that. They’ve been around since 1971, own the dot-com, and still can’t hit #1 on Google.

Be like IBM at your peril

The big brands I mentioned above – including IBM – are successful in spite of the limitations imposed by their current names, not because the names themselves are strong. And note that most of them became major brands under whatever name their current moniker is short for. International Business Machines is a dull, descriptive clunker, but that name was the company for most of its history, and still exists as a hidden secondary brand. That’s because a TLA can’t exist in a vacuum; when people encounter one, they do what you just did. They try to figure out what the heck T-L-A stands for (Three Letter Abbreviation – see?).

A TLA is an empty vessel, which people will try to fill with meaning. Now you can invest decades of time, or gajillions of dollars helping them FILL that container with your preferred meanings, but just remember SMC. If that’s your strategy, you’d darn well better be ready to outspend the Scottish Mountaineering Club – and all the other SMCs. Which is another problem: you can never really own a TLA – or a FLUA (Four Letter Unintelligible Acronym), or other random assembly of letters.

IBM does. Because they’re IBM.

So giving your startup company a TLA “because it works for IBM” is kind of like an ambitious but poor college grad buying a $100,000 car because that’s what rich people do…

So if I have a TLA, how can it become a brand?

Basically, if you want to build a brand around a TLA it has to meet my three basic criteria for a brand:

  1. People (other than you and your inner circle) have to notice it and understand that the name equals the company, product, or concept you’re trying to promote;
  2. People (other than you) have to remember it (or at least have a fighting chance of doing so if they try); and
  3. People (other than you) have to use it as a tool to speak about you to others with the reasonable assumption that others will understand and be able to go back to #1).

And with a TLA, all of these thing sbecome much harder.

So if you are SMC, RPQ, or XYZ, and you can’t change for the moment, then you have my sympathy. Now get to work. Your customers need you.

If you are considering becoming TLA Inc. or launching your new product TLA, and if your boss is telling you it’s a good idea, please slow down. There are lots of ways to find a much better name.

  • Tomorrow: all acronyms are bad (which is also a lie, but we’ll discuss why).
  • Friday: the worst acronyms ever. (not a lie. these are really bad).

The whole NOMO series: