The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Would “outlandish” work in your category?
Consider the rough-and-tumble moving industry, where independent carriers are proud of their reputation as tough guys who tackle any challenge. Some of their names push the envelope:
Hernia Movers in Wisconsin. (Tagline: “The potentate of totin’ freight.”) Check them out at www.herniamovers.com
Death Wish Piano Movers in Massachusetts. They tickle the ivories at www.deathwishpiano.com
College Hunks Hauling Junk. Begun as a summer project by two guys looking for a way to make money. It now has 30 owned or franchised locations: 800-586-5872
And then we have the story of George Boudreaux and the envelope he pushed.
Why would a small-town pharmacist give his soothing balm the outlandish name Butt Paste? Because, as he told a national magazine, “If I had called it George’s Diaper Rash Ointment, would we be talking now?”
Touché, George. (Or tushé.) Two decades ago, in Covington, Louisiana, George Boudreaux concocted a diaper rash cream made of zinc oxide, castor oil, mineral oil, boric acid and Peruvian balsam. It went on easily, had a pleasant scent, and cleaned off easily. And it worked so well that local mothers started calling for it in the middle of the night.
Then athletes discovered it helps chafing and jock itch. Others found it would treat acne, fever blisters and poison ivy.
Says pharmacist Boudreaux, “For many conditions, it works better than prescription formulas that are much more expensive.”
Now this word-of-mouth phenomenon is available online at www.ButtPaste.com and at mass merchandisers. Says the Wal-Mart buyer: “Yes, it's an amusing name, but it really works.”
Contributed to BSI by: Steve Rivkin
Sponsored By: Brand Aid