Got
Water?
For
years they have tried to brand milk, but we still all buy generic
milk and most of us don't even know what the label on the carton
says. On the other hand, water, which is even more common than
milk, stirs our passions and personal emotions. Some even claim
they can taste the differences between the different versions.
There
are a number of great regional brands in this field, given that
most are only selling filtered local water that are the same
as the local store brands. And then there are the big boys.
Coca Cola with their very awkwardly named DaSani,
and Pepsi with the lovely Aquafina name.
Someone
once told us that Jiffy Lube was the perfect name. The name
told you what you did and how they did it. Similarly with Aquafina.
The name tells you what it is (Aqua) and what kind (Fina). A
short, coined word from foreign roots... that we all get implicitly
without having to think about it. One of the few brands on the
market that doesn't have to have a tagline along the lines of
Refreshing Water. And also a unique name that they can
brand and own forever, complete with full trademark and domain
rights. Fabulous.
And
since so many other water brands claim to be from the mountains
or mountain fresh springs, or the new dawn of fresh water, guess
what extra values Aquafina have sneaked into their logo and
visual representation. Fabulous once again...since it is very
difficult to make a picture of fine water anyway.
This
product line should be a text book lesson for all studying basic
branding which is why it rates the best possible name critic
scores. For
more information on the name and its brand, please visit www.aquafina.com.
