“A Name That Helps” is the subject of chapter 20 of the copywriting classic “Scientific Advertising” by Claude Hopkins. In this chapter, Hopkins shares his thoughts and experience with product names, with examples of names that can help the selling process along with some potential pitfalls. This sums up his overall philosophy about product names…
Marketers – The Perils Of Being In A Commodity Market
Out doing my weekend grocery shopping I decide to pop into the local Aldi store for a change. If you’re not familiar with the company, Aldi is a supermarket company with a very clear positioning at the no-frills and very low-cost end of the market. It’s a German company, privately owned by a couple of […]