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News, views and trends...from the worlds of Branding and Naming.

With A Name Like Smuckers It Has To Be Good

23 Dec 2013

We’ve all seen the ads and the infamous tagline.


What irks me is that the tagline feeds into the conventional notion that names should be more elegant or descriptive about what the product is.

Smuckers works because it’s so distinctive, memorable perhaps a little ugly even – and isn’t something boring and expected like ‘Best Jams’

So, here’s my re-write:

“With a name this distinctive, it’s no wonder people remember Smuckers.”

POSTED BY: want | IN: Blog
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