What Were They Thinking?
They say that choosing the right brand name for a product or service is crucial for its success. It’s not an easy and a simple task. This one decision will have significant branding consequences for years. After all, it’s an organization’s entire story, distilled down to one or two words.
When one is developing a name for a business, a product or a service, there are a number of different branding routes one can take.
- Use the founder or inventor’s name (Hewlett-Packard)
- Describe what you do (Southwest Airlines)
- Describe an experience or image (Sprint)
- Take a word out of context (Apple)
- Make up a word (Google)
While traveling last week in train, my co-passenger had this brand of mineral water bottle.
Water Balls!! Water is ok but why Balls? Let us try to understand this brand name by focusing on how both the words identify with a mineral water brand. Water is not available in pellets or balls. Nor is this is packaged in a ball like container. Water-balls are water toys that are played on the water surface, but then how is it related to packaged drinking water? So, these interpretations don’t make any sense with reference to the brand in focus.
Let us now deconstruct the two words in the brand name separately and understand the rationale of this unique brand name. Water is clear to us. Balls could have different meanings. Let’s try and understand what could it mean with reference to packaged drinking water.
- Ball – Spherical object or entity – Nope, water is not a spherical entity so the brand manager could not possibly mean this.
- Balls – Any of various rounded, movable objects used in various athletic activities and games – Again, a package drinking water and a playing ball are far from related.
- Balls –Vulgar slang – I am sure nobody in their right mind would use this for their brand of water.
- Balls – Testicles – This is out-rightly ruled out too.
- Balls – Courage, especially when reckless – Do we need reckless courage to drink this water?
- Balls – An exclamation of strong disagreement, contempt, annoyance, etc – Really?!
How did this company come up with this brand name. Wonder, what would be the story behind this brand name! For the life of me, I can’t figure this branding strategy for a packaged drinking water. Can you?