Friday, September 26, 2008

Note to Becks

David Beckham launched his “Instinct” eau de cologne last year. Now about that branding, David   I have a few little comments I would like to pass on:

  • That name. Do not pick a fragrance name which ends in the syllable “stinct.” Note that this also would rule out “Extinct” and an Apple-sponsored line of cologne called the “iStinct.”
  • The sports angle. Your strength is among football (soccer) fans so why not remind them of that? Try calling it “David Beckham's Header” or “Banana kick” (it would help if it smelled like bananas in the latter case).
  • Scoring. Why not just name it “Goooooal?” Works for me. (See also this old post on my other blog.)
  • The problem of sweat. There is this unfortunate association, not unfounded, between physical exercise and sweat, which works against the marketing. Maybe you should meet this head-on (of course), and go with a name like “Super-anti-sweat.” Though that makes a better name for an anti-perspirant, really
  • Field fresh. Now to the smell of the stuff itself. Not so feeling enamored by this description:
    David Beckham Instinct is classified as an oriental, spicy fragrance and features top notes of orange, mandarin and italian bergamot; middle notes of cardamom, pimento and star anise and base notes of vetiver, white amber and patchouli.
    How about more fresh cut grass, pints of ale, and sunshine, and leave all that spice stuff for the missus?
  • Posh. Speaking of whom, you should trust her judgment, in that she is a woman, and your target market is more likely to be women buying scent for their men who won't buy it for themselves anyway. Unless she came up with that whole “Instinct” thing anyway, as seems likely, in which case you should discount her every word and go with your, uh, instinct.

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