Key Takeaways:
- Engagement Through Creativity: Creative names like “Angry Orchard” enhance brand memorability and market distinction.
- Importance of Context: Industry norms influence effective naming; creative names stand out on crowded shelves.
- Creative vs. Descriptive Benefits: Creative names prevent commoditization and allow brands to evolve uniquely.
- Finding Standout Names: Combine contrasting concepts, tap into cultural trends, and aim for emotional impact.
- Long-Term Brand Benefits: Creative names lead to greater recognition and can dominate the market, as seen with Angry Orchard.
The Safe Route vs. Standing Out
Let’s say you had a new product in a cluttered space where it’s very difficult to stand out. What should you do? You could play it safe with a descriptive, straightforward style of name. This would require less marketing, time and budget to promote. Consumers say they don’t want to think about names, so just go with something they can understand instantly.
But is this really the best choice?
Context Matters in Choosing a Creative Name: The Alcoholic Beverage Example
What if this were a hard cider where completely zany names are the norm? Have you walked down the hard cider / beer aisle at the store lately? The choices are so overwhelming that locating what you want is like hunting through the jungle to find it. The name and package have to pop out somehow.
Maybe you think you can convince the store to put all the brands in alphabetical order… not likely! So maybe a boring, basic name like “Hard Apple Cider” is not the answer.
Finding Inspiration in Trends
Now, looking at naming trends, you see that the app Angry Birds is all the rage (circa 2010). An “Angry” anything name is garnering lots of attention.
Lightbulb moment! Combining “Angry” with a cider-related word like “Orchard” would be trendy, creative and fun. Something consumers can remember.
Proceed slowly, however, since trendy names can often go out of vogue.
But “Angry” relates to something other than just crankiness for a hard cider. That is, “Angry” ties the name to its alcoholic content and the ugly, knobby (angry-looking) apples that make the best hard cider. So this name will likely outlast the Angry Bird fad. This was the way the Angry Orchard brand name for Boston Beer was born.
Why Creative Names Work
Creative names trigger emotional responses. When a consumer feels something – whether it’s amusement, curiosity, or even slight confusion – they’re more likely to remember your product. “Angry Orchard” evokes imagery that’s both contradictory and intriguing. How can an orchard be angry? That small cognitive puzzle creates mental stickiness.
Beyond Alcoholic Beverages: Creative Naming Success Stories
This strategy isn’t limited to alcoholic beverages. Consider these successful brands that chose creativity over descriptiveness:
- Spotify (not “Music Streaming Service”)
- Twitter (not “Short Message Platform”)
- Lululemon (not “Athletic Apparel”)
- Zappos (not “Online Shoe Store”)
Each of these names created a blank canvas for the brand to fill with meaning, rather than limiting themselves to what they initially offered.
When To Take The Creative Risk
Creative naming works best when:
- Your market is saturated with similar products
- Visual differentiation on shelves or search results is crucial
- Word-of-mouth marketing will be important for growth
- You have a compelling brand story to attach to your creative name
- Your target audience values originality and personality
The Downside of Playing It Safe
The risk of a descriptive, generic name isn’t just being forgotten – it’s being commoditized. When your product is called exactly what it is, consumers tend to compare purely on price and specifications rather than the intangible value of your brand.
Finding Your Own “Angry Orchard” Moment
To discover your standout name, try these approaches:
- Combine contrasting concepts (like anger and peaceful orchards)
- Use unexpected adjectives for your category
- Draw inspiration from adjacent cultural phenomena
- Think about the emotional response you want to trigger
- Test reactions with your target audience before committing
In today’s crowded marketplace, sometimes the riskiest move is playing it safe. A creative name might require more initial explanation, but the long-term memorability and differentiation can be well worth the investment.
Angry Orchard helped establish the hard cider market and has been the leading hard cider brand in the United States for years, at some point accounting for over 50% of the hard cider market share in the U.S.
