“A Name That Helps” is the subject of chapter 20 of the copywriting classic “Scientific Advertising” by Claude Hopkins.
In this chapter, Hopkins shares his thoughts and experience with product names, with examples of names that can help the selling process along with some potential pitfalls.
This sums up his overall philosophy about product names…
“There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves.”
Hopkins offers as examples of such names “May Breath”, “Cream Of Wheat” and “Minute Tapioca”.
“Such names may be protected, yet the name itself describes the product, so it makes a valuable display.”
In contrast, the following are poor choices for product names…
1. “Meaningless” names not linked in anyway to the product. Note that long-continued advertising can give names a meaning. But this is expensive and not sure of success. Hopkins cited Kodak as an example of a name without meaning. In this case, the Kodak name ended up being very valuable. But this is an exception, rather than the rule.
2. Names that describe ingredients but are too generic so that anyone can use them (for example “Syrup Of Figs”, “Tar Soap”). “Toasted Corn Flakes” and “Malted Milk” were examples of an advertiser creating new demand and then seeing competitors take sales because they could effectively use the same name and piggy back off the advertising.
3. With patented products, the right to a name expires with the patent (names like Aspirin have become common property).
4. “Frivolous” names were frowned on by Hopkins because “In seeking uniqueness one gets something trivial.” A fatal handicap in a serious product.
Hopkins’ advice when a product is called by a common name is to use a person’s name with the generic (for example “Mrs Fields Cookies”).
Hopkins concludes the chapter with these words…
“Thus the question of a name is of serious importance in laying the foundations of a new undertaking. Some names have become the chief factors in success. Some have lost for their originators four-fifths of the trade they developed”.