Getting things the wrong way round . . .

[Richard Gaskin]

Lynn Fredricks wrote:

>> > ...we are preparing Mirye Runtime Revolution for shipment to Amazon.
>> 
>> I'm glad to hear RR will have a presence at Amazon, but is 
>> "Mirye" going to be tacked onto the product name like that?
> 
> In any marketing we do, yes. We have to differentiate something someone buys
> from us from what they get from Runtime if they order directly from Runtime.

I can understand the desire to boost branding on a new site, but there 
are other ways to do that, like SEO and traditional marketing, without 
changing the name of the product.

The last thing I bought from Amazon was this pad for backpacking:
<http://www.amazon.com/Big-Agnes-Insulated-Sleeping-20x72/dp/B0013MY5S2>

Note that even though it's sold and shipped from SunDog Outfitters and 
not Big Agnes directly, the product name is still "Big Agnes Air Core", 
not "SunDog Outfitter Air Core".

Big Agnes has worked hard to build their reputation, and SunDog is a 
newer and relatively unknown entity.  It certainly wouldn't boost sales 
of this excellent product if customers had to wonder who actually made it.

Same goes for buying Adobe Illustrator from TigerDirect.  They don't 
rename it "TigerDirect Illustrator".  That would be confusing to the 
prospective customer.

The name is "Revolution". Unless you're altering it to be a different 
product, why should one product have multiple names?

While changing the product name may boost Mirye I fear it would dilute 
the Runtime Revolution brand they've worked hard for a decade to build, 
ultimately benefiting neither while raising unnecessary questions in an 
already-challenging market.

If indeed you are changing the product to warrant the name change, I'd 
be interested to hear what you're doing with it.


> Mirai is very meaningful in Japanese 

...but not in English.  It sounds like an excellent name for the 
Japanese market, but I have misgivings about using it domestically.

20 years ago Japanese-sounding names had a certain cache, but tides have 
long since changed. Today English names resonate more strongly with US 
consumers.

-- 
  Richard Gaskin
  Managing Editor, revJournal
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