We’re feeling very inspired by the way that someone took the mundane concept of a tabletop convection oven and made it waaaay more appealing, if not actually somewhat sexy, by calling it an air fryer.
An Inspired Naming Hack
This is definitely the kind of thing we mean when we say that the generic category name, which isn’t even ownable, can sometimes add a TON of power to an offering.
What do YOU think? Anybody have any good examples?
This video originally appeared on LinkedIn
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TRANSCRIPT:
Okay guys, it’s Rebeca with BrandTrue and I have an inspired naming hack. This is inspired and inspiring. You might not be able to do this, but it’s worth seeing if you can try. Try “air frying” your name. Here’s what I mean. An air fryer is really just a tabletop convection oven but what is sexy about a tabletop convection oven? Nothing. But when you say air fryer, it’s a way of saying, fried, delicious, crispy, wonderful, and air. Is that a healthier way of frying? I mean, suddenly by, with that name they created an entire vision of a category. They made it really sexy, and I think that if you can challenge yourself to think about things not just living within the category they live in but maybe reframing the category, it can be really powerful.
The only thing that I can think of, the only example that I can think of that comes close which is why I need your help, you guys, is Dyson: They are of course a vacuum company. Then they started making fans. They understand that they’re really good about engineering the movement of air. So they came up with a blow dryer but they don’t call it a blow dryer. They call it an Airwrap Styler. I love that. So gimme some examples if you have them of other ways of just reframing things so that you can really not just try to claim that you are somehow new and different but conceptualize it in a new and different way through the name or even the category name. That’s what I think. Let me know what you can think of. Bye!
