(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.
Some Consumer Brands We've Named: