(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.
Some Consumer Brands We've Named: