The remarkable power of product naming.
LUXURY INSIGHTS | February 16, 2025
Timeless insights for luxury brands.
Last year, while checking into a riverfront hotel in San Antonio, the incredible power of product names was reaffirmed to me.
The lobby was beautifully decorated, fruit-infused water awaited our arrival, and the gracious hotel staff were buzzing around welcoming immaculately dressed businessmen…
And then there was me…in my third trimester, with my 3 year old daughter in one hand, and an oversized handbag in the other, while also pushing a stroller and attempting to sip my now-lukewarm London Fog.
It is virtually guaranteed that everyone watching thought my situation was a hot mess, but then something interesting happened:
“Welcome, you are checking into The Ambassador Suite,” the front desk manager said cordially to me. Suddenly all the other guests turned to look, as though attempting to figure out if I were some lesser-known celebrity.
It was true—I had booked an Ambassador Suite, it just wasn’t THE ONLY ONE.
Somehow, using that little word “The” turned a suite category into something of VIP status.
I laughed a little to myself, while taking a mental note of the remarkable power of product naming.
01. INSIGHT
Product names need to be memorable in order to aid conversion, and to be memorable, they must be easy to remember, easy to understand, easy to spell, and easy to pronounce.
Generally speaking, single words and short phrases work best.
If you have more to say, a subtitle or a description line can provide space for more details.
Acronyms, alliteration, and catchy phrases can work well at times, but as I always share with my clients: never be creative at the expense of clarity.
02. INSPIRATION
“Good marketing makes the company look smart.
Great marketing makes the customer feel smart.”
— Joe Chernov
03. INTENTION
Step into your clienteles' Manolos for a moment and ask yourself:
Are your product/service names clear, concise, and memorable?
If not, how can you optimize them to add appeal or allure?
Your bottom line will thank you.
Remember, how your clients feel matters, so choose product/service names that leave them feeling inspired, cared for, and like the smart humans they are.
Have a fabulous week ahead,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
PS. Want to join me for a virtual London Fog and discuss how we can work together to elevate your product/service names...and so much more? Contact me and let’s chat!
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