Some of the most effective product branding is simple and direct. This is especially true when you have a limited brand building budget (and who doesn’t these days?). As reported in DMNews, Brinker launched its “Eat & Enjoy Rewards” program to encourage customers to increase their patronage across Brinker’s different restaurant brands: Chili’s, On The Border, Romano’s Macaroni Grill and Maggiano’s Little Italy. Customers could accumulate reward points regardless of which of the four restaurants they visited.
The “Eat & Enjoy Rewards” name itself was simple and direct, taking a common expression patrons often heard when their food was served and coupling it with “Rewards.” The resulting name connected both emotionally with past enjoyable experiences while also introducing the promise of something more, of Rewards. This one-two punch is one of the techniques we recommend employing when developing your next new name. And the name doesn’t have to be complicated or require lots of dollars to launch, just focus on tying it to a past positive experience with the addition of something new, different and exciting.