Question

Topic: Taglines/Names

New Name For Word Cream Or Rub

Posted by Anonymous on 12/14/2009 at 4:27 PM ET 125 Points
I need a new name to describe a cream product but i do not want to call a cream or a rub. The product is a medicinal one
but cream and rub are used too often and this product is unique. Would the mass public understand topical?

Ian
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RESPONSES

  • Posted on 12/14/2009 at 7:10 PM Moderator
    I'll bet if you talk with a couple dozen folks in your target audience, they'll suggest some great words, or they'll let you know that you're better off sticking to cream or rub.

    This isn't a semantics game. It's finding an effective way of communicating your positioning benefit to the target audience.

    If you're not sure how to proceed, you should probably find a professional market researcher to probe for you. You can find out how the target audience reacts to your basic concept AND what words they would use to describe it. You can also test intent to purchase for the concept when expressed using various words for your "generic." Lots of possibilities.

    Let me know if you need a referral. We've done this many times.
  • Posted by Jay Hamilton-Roth on 12/14/2009 at 7:32 PM Member
    Other synonyms: Emollient, Lotion, Gel
  • Posted on 12/15/2009 at 9:18 AM Member
    Also Other synonyms: oil, essence, cosmetic, paste, emulsion, unguent
  • Posted by Gary Bloomer on 12/15/2009 at 6:59 PM Accepted
    Dear Ian,

    Think about this for a moment: the fact that the terms "cream"
    and "rub" are used as commonly as they are is because the vast majority of people understand the terms—and their uses.

    Your product is a medicinal one?

    And?

    Again, think about this: the terms "cream" and "rub" are used often and this product is unique?

    Again, I ask the same question: and?

    The nature of your product is not the issue here, it's what it DOES that matters, so its originality, although of interest to you, its originality may not be a huge selling point—or, more accurately a BUYING point for your customers.

    From none other than Dan Kennedy I've learned the hard way that any business or business owner who claims that their business is different is probably heading for a fall.

    If you begin introducing terms such as "topical"—a term that many of your potential buyers may either not be familiar with or may simply not understand you INSTANTLY confuse people and confused shoppers tend to look elsewhere to get their needs met.

    Confusion breeds doubt and doubt introduces fear that the thing on offer may not do what it promises it will do. Whenever you change the dynamic of the "this is my problem—here's my solution" conversation going on in the mind of your consumer you upset the buying mode apple cart.

    My best advice—which I know flies in the face of every other answer you've received thus far—is to avoid any term that confuses people.

    This goop is to be applied to the skin for whatever ails people?

    Then it's a cream.

    Or it's a rub.

    At least, in the minds of most of your QUALIFIED buyers it is—and its originality and its medicinal properties are features and potentially benefits.

    But what it does—that's what people are buying: its redeeming, itch curing qualities (or whatever it does), its curative, salvation bring qualities: these things have value.

    Stick with what people KNOW and you win minds (and sales). Give people reason to doubt and your transpose the inclination to act for the reason to "er".

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA



  • Posted by NovaHammer on 12/17/2009 at 8:59 AM Member
    If the product stands alone without images, taglines or a demo/sampler package then the clearer the name he better. As very well stated by Gary.

    Having said that, seeing a hand applying it to 'skin' will answer any doubts - so calling it an Elixir would work.

    Now, mention the benefits in a tagline or short narrative.

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