lead balloons: when negative brand names work - most unhealthy chain restaurant dishes
by：Two Eight 2019-10-12
This week, we will analyze brands that should not have been successful.
While most companies pursue positive names, there are also companies that succeed with negative names.
The name opposite to the service provided by the company may even offend the customer it wishes to attract.
We'll take a look at a band named after one of the biggest air disasters in the 20 th century, a restaurant that proudly tries to clog the customer's arteries (
There is also a taxi company that promises to junkers.
This is the boundary between unforgettable and harmful.
Yardbirds recorded their first top 10 hits in 1965: 1968, the super band is splitting, and guitarist Eric Clapton and Jeff Baker have withdrawn.
Jimmy Page had joined at the time, and when the band finally broke up, he found himself on his own for the concert.
He recruited bassist John Paul Jones and then tried to convince a singer and a drummer he knew to join but they didn't.
The singer recommended another singer named Robert Plante.
When Page met Plant, he asked him if he knew there was a good drummer.
John Bonham recommended by the factory.
With the addition of Page, Plant, Jones and Bonham, the group fulfilled its concert obligations and toured Scandinavia as a "new" Marina bird.
The four quickly reached a record deal and recorded their first album in just 30 hours.
But just before the release, the "old" code birds inform the "new" code birds that they have to change their name.
Page remembered when he thought about forming a band with Keith Moon.
Moon Jae-in has said that the band may walk over like a lead balloon.
"Page has a good sense of humor, so he took the idea and revised it.
He removed the letter "a" from the "thread" so that it would not be mistaken for "leed" and then changed the "balloon" to a more dramatic "Zeppelin ".
"It's an adventure option for a name.
First of all, the only reference most people have for the Zeppelin was the terrible Hindenburg disaster of 1937.
Not only that, the band also chose the actual image of the Hindenburg for their album cover.
Second, the "Led Zeppelin" gave music critics a perfect name to bury them.
If they hate music, the name of the band will prepare them.
If their debut album crashes and burns down, it makes headlines.
Critics didn't like the album and had a big meal at the band's name.
But fans love it and it's in the top 10 within two months of its release.
Like the Beatles, the name Led Zeppelin has gone beyond its original meaning.
But the name should not be used.
Its baggage is negative, and it's back to a historic disaster, a huge, fat softball for music critics.
However, it has become one of the most memorable names in rock history.
In the field of marketing, brand is very important.
However, with all the marketing firepower they have, many companies have names that should not be successful.
Contrary to the products offered by the company, it may even offend the customers it wants to attract.
But these companies have been very successful.
No communication interruption at all.
"What's in the name?
Shakespeare once asked.
There are many answers.
One of the most critical decisions the company makes is the name it chooses.
Because the name is a marketing decision.
Standing out from the crowd with amazing names is half the battle.
Think about companies like Google, Nike, Xerox.
Absolutely unique and memorable.
But what about choosing a company with a name that already makes sense?
What happens if the meaning is not positive?
Some companies have chosen names that should be opposed to them.
But somehow, these names are ultimately the best decisions they make.
Question: If you are traveling abroad, would you consider flying with a company called Cainiao airlines? Probably not.
However, thousands of people buy tickets at Virgin Atlantic.
When Richard Branson wanted to expand his record label in 1970, he wanted an unforgettable name.
He had considered the "slide" but the name would be limited if he wanted to go beyond the music.
Then, an employee named Tessa Watts suggested using the name "virgin.
"The reason behind this name is-they are virgins in business. They loved it. The name stuck.
Then Branson decided to start an airline.
In general, an airline called Virgin should not work.
It suggests a company with no experience.
Under-experience will be a major obstacle in all possible categories, and flying aircraft must be close to the top.
But Virgin took off.
Branson gave his company a name for risqué as early as 1970, because he always believed that he could stand out from the crowd.
He believes that the brand is not based on the product, but on reputation, quality, price competition and innovation.
The reason Virgin works is because Branson has established Virgin's name.
Virgin Records, Virgin supermarkets, Virgin Books and other Virgin companies have been successful.
Branson has invested in the Virgin brand with his personality-it's avant-garde, fun, adventurous, unconventional, and above all-disrespectful.
Scathing, adventure and disrespect are three adjectives that are usually not related to the conservative aviation industry.
But these features distinguish Virgin from competitors with deeper pockets.
There are four tips for Branson to propose a brand name: First-get to know your audience.
Think about who you want to attract and what attracts them.
The core customer of Virgin is fun-
Love and unconventional.
Second, keep it simple.
The name is not necessarily obvious.
It can consist of a center or leave the center.
"Virgin" is not yourself
Explain, but it is simple enough that a brand can pour into it. Third -
Choose something compelling. Be distinct.
Choose a name that can be widely recognized.
"Virgin" definitely checked all these boxes.
Fourth, have fun.
Remember Branson created Virgin in the 1970 s-an era of free love.
But the business world was still very conservative at the time-so by choosing Virgin, they challenged the company and had a lot of fun with it.
There is no doubt that Richard Branson is a marketing master.
I checked the origin of his surname.
"Branson" comes from the last name of "brand", meaning "son of brand ".
Surprise, surprise. Virgin Airlines
This is a name that should never fly.
In 1968, Dave Schwartz opened a used car market in Los Angeles.
He called it "Bondi is a very used car ".
Two years later, Schwartz sold a woman a used car for $225.
It broke down that day.
When she returned, she told Schwartz that she would only stay in Los Angeles for three months and wondered if she could rent another car for the full purchase price and return it after three months
He agreed-three months later, he stood there at the full purchase price of the car and the car.
At this moment, an idea suddenly came out of his mind.
Why not rent a used car?
Schwartz said his new company was "Renting a very old car ".
Business is hot and surprisingly good.
One of his biggest clients comes from the most unlikely sources: celebrities.
The reason they like to rent a used car is because it makes them anonymous.
As Schwartz later said, "people don't look at my car and they look away from them.
His client list includes celebrities such as Paul Newman and Ringo Starr.
The car was damaged.
The Fender was wrinkled.
The door was smashed.
The interior decoration was torn.
But it has become one of Hollywood's most popular car rental companies.
Celebrities jokingly call Schwartz's company "rent"A-Wreck.
"One day, an old car rental in Schwartz was stolen.
When the Los Angeles police finally found the car, they told Schwartz that the car was crashed.
When Schwartz finally saw the car, he realized that it was in exactly the same condition as when he rented it the day before!
Just then, Dave Schwartz decided to change the name of his used car dealer to "rent-A-Wreck.
"The name should not work.
After all, who wants to rent a shipwreck?
But Schwartz has created a revolutionary new concept in the car rental industry.
Instead of renting a new car, he rented a used car.
Instead of charging high rents, he charged half the rent.
Instead of focusing on airport rental like a competitor, rent-A-
The remains are concentrated nearby.
The most important thing is the name.
It has just attracted so much attention.
This is unusual, bold and memorable. The name Rent-A-
Whenever they open a new location, Wreck will hum.
It produces huge words. of-
Word of mouth advertising.
Almost everyone has heard of rent. A-Wreck.
There are hundreds of movies, TV shows, magazine stories and online articles.
Today, the company is focused on security-and there is no doubt that its name overcomes the inherent problems-especially in terms of security --conscious era.
For this, it registers a trademark on the phrase: "Don't let this name fool you.
"Low prices, anti-snobbish, a name that should never appear.
This is the secret sauce that can still be rentedA-Wreck.
The sauce that works in the jungle . . . . . . Did you shop in Banana Republic?
Why is it banana republic?
This was initiated by the husband/wife team of Mel and Patricia Ziegler.
Mel is a reporter. Patricia is a Illustrator. they all work for the San Francisco Chronicle.
They felt uneasy and resigned on the same day without inspiration.
Mel Ziegler works as a freelance writer on a press visit to Australia.
While there, he bought an old British Burmese jacket from an army surplus store.
When he came home, he and his wife loved the style and attitude of the jacket and decided to start selling the extra military uniform-which Patricia often customizes with a funny touch.
They knew nothing about the retail apparel business and created a store that violated all the rules.
It is themed on the jungle, decorated with palm trees, old jeeps, and Pius helmets. It had life-
The size of giraffes and elephants.
Clothes include khaki shorts, overalls and paratrooper shirts.
So, in keeping with the theme, the Ziegler came up with the name of the Banana Republic.
This is an interesting choice.
Because it has no burden on the front.
In the 1890 s, writer O.
Henry fled to Honduras to escape corruption charges.
When he returned to the United States in 1904, he wrote a book called cabbage and the King, set in the fictional "Republic of angulia. "O.
Henry dismissed it as a "banana republic" because it had a distorted government and an economy that relied on a single export product, bananas.
"Banana republic" enters the vocabulary as slang for a small corrupt South American country.
When a friend first heard the name, he told Zieglers, "bad choices.
You will be chosen by people from small countries.
But no one attended.
In fact, this negative name has received a lot of attention.
In fact, it did a good job and was bought by Gap five years later.
The secret to the success of the Banana Republic is that it sells not just clothes, but a concept.
Long before many other retail stores caught up with the trend, it was "shopping entertainment.
Despite choosing a name that implies oppression and corruption, it succeeded.
Today, when you walk into a banana republic, there is no sign of its past.
The jungle theme is gone and the hunting costumes are gone.
The gap has long since turned the store into a more sophisticated outfit, feeling it has screwed Everything possible out of the metaphor.
The name of the Banana Republic has nothing to do with its jungle at all.
A negative name that becomes positive becomes a non-sequitur.
There is a large grocery chain in Western Canada with the most unusual name.
It is called Overwaitea.
Now, why does a food store in the world call itself "super?
This is an interesting story.
In 1915, a man named Robert C.
Kidd opened his first grocery store in New Westminster. C.
He succeeded because he was a good marketer and developed some very interesting marketing techniques.
For example, Kidd introduced the concept of "price of odd pence" in 1915.
He will sell four pieces of soap for 24 cents instead of a quarter, and two boxes of cornflakes for 13 cents.
When other stores are rounded up to the nearest nickel, Kidd rounded up to save some money from customers. But his best-
Known marketing strategies include tea.
Robert Kidd sells mixed Indian and Ceylon tea in his shop.
One of his ways to stay ahead of the game is to add two ounces of tea to one of his cups
Pound bag: 18 ounces for 16.
Customers like this extra free tea a lot and they start calling the grocery store "overweight tea shop ".
"The name became so popular that when Robert Kidd heard the name, he realized the marketing advantage.
So he adopted the name and shortened it a bit to become "overdue wait ".
"The benefits of shopping in his store are now firmly printed in his name.
The rest is history.
Today, the Overwaitea Food Group has more than 140 stores and 14,000 employees.
The largest Western city in Canada
Because it is "overweight" in market share.
Is there a fat bastard?
A lot of people have
In his 90 s, a famous French winemaker invited a friend of his British wine dealer to his winery to taste a new wine.
They tasted dozens of barrels of samples and were happy but not blown away.
The French winemaker then offered his British friend the taste of an experimental wine that stayed longer in the barrel than other wines.
They noticed a huge difference.
This is an incredibly complete
The taste of the wine body, which prompted the winemaker to Marvel: "Now, you call it zat iz of eh phet bast --ard!
That sentence made them all laugh loudly.
This will be the only name they have considered.
Fat asshole wine was an incredible name in its 90 s, long before the quirky name became the trend of wine.
Not only is this quirky, but in a category known for its poetry name, it is also near offensivedu-Pape.
Fat Bastard is a cowboy of the Symphony Orchestra.
It was launched in 1998.
And quickly became the largest French chardonnay in the United States. S.
First and foremost-this is the name.
As its winemaker said at the time, most people bought a bottle because of their name, but because of quality problems, they came back to buy boxes.
Part of this temptation comes from the rudeness of the name.
Fat asshole winemakers are passionate about the quality of the wine, but do not appreciate the falsehood and intimidation of the wine industry.
Many potential customers feel bad about wine.
I also shared a feeling about the wine industry from a marketing perspective --of-view.
Fat asshole hurried on the road to maintain the status quo.
It's a name that makes you smile-it's not looking down at you.
It is only named after the expression aroused during the first tasting.
This is a great success except in Iceland.
The Advertising Standards Bureau there prohibits direct mailing of wines.
It says that the brand name should not be printed on the front of the mail as it may cause widespread crime and be seen by children.
But all this was said on the back of the email: "outrageous name, very good wine.
"Maybe you're craving a fat asshole on a Heart Attack Grill.
Located in Las Vegas, the heart grill is extremely functional and annoying.
Founder Jon Basso says they don't want to be popular, they want to be notorious and annoying.
The restaurant is hospital-themed and the waitress wears a hospital dress like a nurse.
There is a bull scale in the middle of the restaurant and if you weigh more than 350 pounds you can eat for free.
The menu is deliberately designed to be as offensive and unhealthy as possible, featuring a deep food --
Fried with pure lard
You can get the thickest milkshakes in the world, they are thick and almost qualified for butter.
You can get jelly photos from the syringe and wine from the IV bag.
Now, the heart grill is proud to roll out eight and a half burgers.
Pound beef patties and 40 pieces of bacon.
If you can finish, the nurse will take you out of the wheelchair in the restaurant for free.
Slogan: Burger that died.
By the way, if you can't finish what's on the plate, you'll be spanked by a nurse in front of the entire restaurant.
In fact, two customers had a heart attack on the grill and the paramedics rushed out.
Basso said he is selling legitimate but deadly products.
But there's a reason.
John Basso used to be a fitness trainer and started a facility called "in and out workout.
"Soon after, he received a letter from In-N-
They withdrew from the hamburger chain because they violated their trademark.
Basso said the company sued him and even his house.
The irony that a Hamburg company sued a fitness facility did not disappoint him.
He began to become obsessed with the business model of the hamburger chain, which is to give people only the food they want.
This leads to an epiphany: giving people what they want, but might actually help them.
The idea turned into a heart grill.
He wants to open the country's most unhealthy restaurants to reflect comments on the situation to the community.
As Basso said, it's not a nurse, it's not a burger, it's a customer.
As a "shock therapy" he offers his restaurant.
"The more people come, the more people eat, the more upset the people who leave, the more information he has about the obesity epidemic.
As founder Basso said on his website: there is very little advertising for a heart barbecue because it does not have to be advertised.
The name has attracted attention on almost all national media networks, it is the number one hot topic on Twitter, and Google occasionally lists it as one of the most searched words on the Internet.
This is a company with a name that should let people leave in droves. Yet the word-of-
The mouth is never too big.
As Basso said, good and evil need each other.
That's why the world needs a heart grill.
No sane person will buy tickets at a new airline that claims to be inexperienced.
No reasonable person will rent a car destined for an accident.
No healthy person will want to buy food from a store that sounds like you're overweight.
However, thousands of people are driving Virgin Atlantic. A-
Debris and shop once a week at Overwaitea.
Getting a negative name to work requires quite a bit of marketing fringe policy
Because on the first day, choosing a company will be far behind the starting line.
But here's a lesson: a negative name can force the product to be great.
It's almost like the name sets a relentless high quality bar that a brand must constantly skip. Kind of a self-
Induction requires additional proof.
Virgin is a customer-
Obsession, Overwaitea strives to be a trusted part of the community, Banana Republic looking for good clothes around the world, fat asshole must perform particularly well in the fine category
Nice name. wines.
Then the heart grill.
Deliberately named as offensive as possible, make its seriously unhealthy menu its statement about obesity.
None of these names should work.
They violated all the marketing rules and no professional naming company would recommend them and no focus group would vote for them.
However, these companies have been successful in a market where thousands of well-known companies have failed.
This is the X factor of brand name.
Even if it was a lead balloon, it could fly . . . . . . When you are affected.