"What’s in a name? That which we call a rose by any other name would smell as sweet," said Juliet in Shakespeare's iconic play.
In the balcony scene, Juliet lamented the importance of names. After all, if Romeo's last name wasn't Montague, the play would have been shorter and happier.
So, names do matter. And maybe the rose by any other name would not smell as sweet.
That's the claim put forth by authors Al Ries and Jack Trout in their 1972 marketing classic book Positioning: The Battle for Your Mind. "Not only do you see what you want to see, you also smell what you want to smell. [This] is why the single most important decision in the marketing of perfume is the name you decide to put on the brand."
Now, let's be honest... To say that naming is the "single most important decision" in marketing—perfume or otherwise—borders on the ridiculous, doesn't it?
The Market-Proven Power of the Wrong (and Right) Name
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