NameLogic

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Once consumers tell you what’s driving the appeal of a new product, you’re ready to develop Benefit-Driven Names. To illustrate this, here are three examples of names developed by NameLogic:


	Tostitos Party Bowl ®, from Frito Lay, provides an Experience-Driven Benefit. The name evokes a fun-filled eating occasion; creating a literal and figurative ‘party around the bowl’ experience.
	Oral-B’s eXceed toothbrush, introduced overseas by Gillette, provides a Performance-Driven Benefit. The name promises performance beyond expectation, while also highlighting an important product attribute; the X-shaped bristle configuration for better cleaning performance.
	Builders FirstSource, the lead building supplier to the professional builders market, nationally, provides a Superiority-Driven Benefit. The name/identity communicates a #1 leadership position in its’ category, and that it’s the lead supplier of industry customers.

Benefit-driven names drive trial
There are many types of Benefit-Driven Names, across a variety of name types, from enhanced descriptive names to coined or invented names. The common denominator all these names share is the explicit (literal) or implicit (figurative) communication of what makes a product unique and:

1. Desirable to consumers
2. Better than competition





	- Tempting or Tired? - Nancy’s Name Notes - Reader’s Survey