(Procter & Gamble)
Procter & Gamble wanted to create a new product line by introducing a new concept to cleaning: fun.
Don’t spend all your creative energy on meaning. Sound and letter structure are equally important, especially in the global marketplace. Swiffer is a great example of a solution that is at once new to the world and yet still familiar, something that is both interesting and memorable. P&G’s President, Durk Jager, immediately saw the idea of “swiftly and effortlessly sweeping and swiping.”
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: