@bakedin #rose

This is the continuation of my Tweet regarding the chapter "A rose by any other name would not sell as sweetly" of the super recommended book Baked In.

I think that the name is absolutely part of the baking in a product, and I agree even more that this name should have a connection with culture.

But I don't agree that numbers and cities should be "banned" from products' names.

I think there are at least two ways to link a brand with culture, either by joining it, or by creating one.

Often, brands with HISTORY (not stories) don't need a name that connect with culture, for THEIR NAME is culture, and they can use numbers, cities.

Think about the 911 (see, I don't even need to say the brand), the Vespa 90SS, the MV 750 F4, the Ducati 916, the Audi R8, RS4,.......; think about the Ferrari 550 Maranello (poetry in a name, BECAUSE of the city).

So, my thought is that brands should first define themselves in the context of culture: are they PART of the culture? Or are THEY the culture?

With that in mind, they can then name their products in order to TELL stories, or to CONTINUE History.

Either join the culture, or create a culture;

in the ladder case though you better have something exclusive.

[via UrbanDictionary]