What's in a Name?

It's interesting how the simplest thing can make a huge difference to a business.

In my previous articles, I have talked about consumer behaviour and the importance of understanding what your consumer wants.

There was a report from Tim Muffett on BBC News this morning (http://news.bbc.co.uk/1/hi/business/8219540.stm) about the incredible rise in the fortunes of pear cider. Traditionally known as "Perry" and typically made using one type of pear, it has been acknowledged that the name "Perry" means little to today's consumer. Many manufacturers took the decision to rebrand their Perry product to become "Pear Cider". Hardly a major step, one would have thought, but Pear Cider is a description that the consumer understands, whereas Perry was not immediately identifiable.

As a result, Pear Cider sales have risen from £13.4 million a year in 2007 to £46 million this year.

Not only is this great news for the cider manufacturers, but it heralds good news for the fruit farmer. A success story all round.

If you would like to take a fresh look at the best ways of encouraging your customers to understand what you do, then please contact us - design@argentrammedia.com or telephone 01233 611200