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Recovering from a Bad Brand Name

March 6th, 2013

Developing a BrandIf you find that the name that you’ve chosen is hurting you in the marketplace, Jack Trout explains, then fix the problem. Trout talks about getting around a bad name in his book “The New Positioning – The Latest on the World’s #1 Business Strategy.”

Two suggestions that Trout makes for fixing a bad name are:

  • Revert back to another name that you’d used in the past, or
  • Consider sub-branding.

By sub-branding, Trout means that you could use your tag line instead of your product name (or company name) as your brand.

Trout believes that the name that you choose is very important. If you don’t have a good company or product name, then get one.

On a personal note, I chose DP Directory, Inc. as my software marketing and press release company’s name back in the mid-1980s. At that time, DP (data processing) was the popular phrase for what is called today “information technology (IT)”.

When I re-launched my website a couple of years ago, I started putting a lot more emphasis on “Al Harberg” and a lot less emphasis on “DP Directory.” I’ve coined a couple of tag lines such as “Al Harberg, the Software Marketing Blog guy” and “Al Harberg, the Software Marketing Glossary guy.” As Trout recommends, more and more I’ll be using my tag lines as my brand.

Big companies are doing this, too. For example, you can visit Procter & Gamble’s Bounty Towels website – www.bountytowels.com – or you can use their tag line – Quicker Picker Upper – www.quickerpickerupper.com – to get to the same website.

Don’t live with a bad product or company name. Change it. It’s good software marketing.

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