More than a few times a year we're tasked with coming up with product names. Typically, these names are for industrial products that serve a specific manufacturing purpose. Last year we were asked to name several friction welding processes. Many of the competitive names in the field were basically acronyms of the specific process being named. This was great for us. Let me explain why.
When engineers name products they tend to be very literal and very specific. They tend to be so close to the process that they might not generate a name that non-engineers who are not deeply involved in the process will understand. Acronyms are like the morse code of engineers. If you're in the loop, you get it, otherwise you smile and walk away not knowing what they're talking about. This industry norm of naming really benefits our clients who rely on us to coin names or terms for them to stake their claim. In this case, the client, wanted to name their unique process for solid state welding; specifically Friction Stir Spot Welding and Friction Spin Welding. Their competitors were using acronyms that combined the literal terminology (FSW) and maybe a little twist to make it their own. We think differently, so our approach to naming the product starts well, differently.
In the case of the friction stir spot welding we felt that the real competition was the common process of spot welding. In this case, resistance welding. So having a name that is reminiscent of traditional spot welding that points to something unique would better capture the attention of the uninitiated as well as the friction welding veterans. And we realized that spin welding isn't like resistance welding. It's more of a "melding" of the parent metal since it doesn't produce a nugget that you'd fine with traditional spot welding. With this, we pitched the name SpotMELD. Says what it does, and in a way that's a wink towards traditional welding. From this, we then moved through their new product lines and stay true to 'saying what it' is while including the MELD to tie in the 'process differentiator'. Thus, spin welding became SpinMELD and so forth.
Did this work? Actually, really well. It allowed us to break through some noise in the media and stand apart from competitive offerings. And our client's customers even complimented them on the new product and specifically on the simple, clear cut name for it. And this simple approach stands out well in the SEO and social media world, was a snap to trademark, and is proving to be sticky with consumers. All good things.
Served in various capacities within capital equipment engineering, robotics, project management, sales and marketing.
L&A collaborates with Industry Scope, Prior to L&A Nancy was Vice President of Public Relations for a full service B2B agency.
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