Nice names improve enjoyment

The book Mindless Eating: Why We Eat More Than We Think was profiled on "20/20" Friday.  One fascinating marketing tidbit from the author’s research was that people enjoy food more (and BTW, consume more) when names are more evocative.  For example, more vegetable soup was sold when it was called "Garden Fresh Vegetable Soup," and chili disappeared when called "Grandma’s Chili."

The book’s cool website offers dozens of interesting questions proving how much more we are influenced by our heads than our stomachs. 

Of course, this made me think about how product and service names help us to generate awareness,  interest and purchase. 

Are you using every opportunity to communicate your brand’s unique value in the names of your products and services?  Do the names generate excitement and create expectation in the mind of your intended audience? 

This week I challenge you to review the names and descriptions of your current offerings to see if they are as effective as they can possibly be.

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