Postcards from Peru: Adventures in Naming
Wednesday, May 30, 2012
The process of naming generally involves substantial research to fully understand the company, product, target audience, including behaviors or attributes, followed by focus groups: all tools in the service of arriving at the product name. On rare occasions, a name comes along that captures the essence of the target audience's primary characteristic. In the machismo world of South America, such a name exists in Horniman's Tea. Clearly, no one here is seeking medical attention for an erection lasting more than 4 hours.