Name of the Week: Never Lost4 Oct 2013
During a business trip this week, I had to rent a car from Hertz.
Inside the car was Never Lost – Hertz’ proprietary navigation system.
When it comes to naming, a lot of marketing folks like to focus on what their widget is, rather than what it does or what the end benefit is.
Hertz could have easily called ther satelite navigation technology Hertz GPS or Hertz SatNav, but instead they opted for an end-benefit driven name.
Now, the other insight about brand names is that they shouldn’t overpromise.
And, sadly, I can say with certainty that I have got lost a few times even with Never Lost.
That said, I’d rather get a rent-a-car with it than without it.