My old boss said naming a product after a feeling was risky, and he was right in Boston

He told me in 2021 that customers remember sounds and colors better than abstract words, and when we launched the coffee blend called "Cozy" in March, sales stayed flat for 8 weeks until we changed the label to include a picture of a mug with steam, so has anyone else seen a name test fail this hard in real focus groups?

3 comments

3 Comments

derek9927d ago

Ha! Maybe the real test was if anyone could say "Cozy" without yawning.

the_jake27d ago

Gotta disagree, pretty sure the boring name was the real problem here.

ben_chen727d ago

Wait til you look at the actual launch timing. They dropped it the same week two bigger games had huge updates, so nobody even had time to check out the trailer. Name could've been anything and it still would've flopped. The marketing budget was clearly aimed at a different demographic too, like they were trying to grab casual players who weren't gonna buy a dungeon crawler anyway. Boring name was just the cherry on top of a whole mess of bad decisions.