What’s in a name?

December 10th, 2010 | Uncategorized

We are sometimes asked about ‘own label’ or ‘white label’ brands – in other words creating a new brand for one specific customer or market. We have done it before, but only very reluctantly, for one or two very good reasons. Firstly, it does not benefit your own brand, and indeed might even detract from your sales, as you are effectively competing against yourself. Then even if you are lucky enough to pick up one or two accolades for the own label wine, it does nothing to enhance the reputation of your own bodega if your name is not mentioned.

On the other hand it is of course an alternative way to sell wine, and in tough times we all need to look at different options. However, in the long term it might not be the best solution for every business and really depends on your overall marketing plan.

Anyway, this leads me on to the real reason for writing today – brand names. It always amuses me to see products with funny names. What I really mean by this is a name that gets lost in translation. In your own language it can be something pretty innocuous and inoffensive, but then translated it can take on a whole different meaning – take the photo above for example, snapped on my cell phone at a local airport.

Indeed there are entire websites dedicated to these unwitting marketing gaffs, but it still makes me wonder why the producers simply don’t do a bit more careful research before they launch their brand? It’s a small world after all……

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