As Seen In Store: Missed Branding Opportunity
Commentary on the need or lack thereof for this product aside, if you are going to create an undergarment that tightens up women’s saggy arms, why not put that innovative brainpower to use in the product’s name? Sleevey Magic? Really? That’s not going to break through, nor is it particularly memorable. This product should be called Sleevey Wonder! Sure, there’s a risk that one of the all-time music greats might sue, but so what? That just brings more attention to a product that most people will never hear of, unless they happen to stumble across it in Walgreen’s. IF Stevie Wonder’s legal eagles issue the cease & desist, THEN it’s time to change the name to something less effective. Something like Sleevey Magic. But until then, take that branding to Higher Ground.
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency