(Procter & Gamble)
Most consumers believe air and fabric fresheners just mask odors. P&G asked Lexicon to develop a name to help make a superior product claim believable. According to one consumer, “P&G’s new product is remarkably different. It actually breaks down the odor molecules, makes them disappear.”
Be relevant, but unexpected. Starting with the basic idea of a “fresh breeze” led to an unexpected and distinctive new name that helped fuel one of P&G’s most successful product launches of the last twenty years.
As old as the marketplace itself, the consumer products category is perhaps the most crowded and well-trodden space to carve out a new idea. In this domain, getting your name to stand out is as important and perhaps as difficult as developing the right product in the first place.
A Few Consumer Brands We've Named: