What’s In A Name? Ask momspit!
I was recently introduced to a company through another blog called momspit. Yup, the name is momspit??
And it rocks (I mean the name). What do you instantly think of when you hear the name momspit? I know what I think of and good or bad that name evokes a feeling deep inside of you. Some will think that name is gross. Others will think that name is totally great (like me).
?
Sure you could be one of the millions of companies that sells a similar product and just blends into the crowd but there is only one momspit now isn?t there.?
momspit has clearly positioned themselves and differentiated all in one naming swoop. Kudos for having the balls to go out and do it right.
The only downfall is when I went to their website it was very sterile and bland looking. I really wanted to see them get into and live their brand. They?ve started something great but there is big time room for improvement.?
There are 3 ?Chief Executive Moms? that run the company:??
http://www.momspit.com/aboutUs/foundingTeam.aspx??
The titles are another step in the right direction.?
Kudos to momspit, keep up the good work! Great start to a positve branding strategy.
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November 8th, 2007 at 12:44 pm
Setting aside the thoughts on whether the name is creative or not, I wonder what the likeliness of such a name appealing to the masses is. Sure it’s creative, yes I see what they’re trying to do, but if the name scares people away, you’ve got a problem.
November 8th, 2007 at 1:07 pm
I can’t disagree more. There are many names that could mean negative things but pull out differentiation:
Virgin Airlines (who wants to be the first on an airline)
Catapiller (can be squashed easily)
Yahoo (do you want to be known as a Yahoo)
This name is evocative and that’s what counts. Too many people take the easy conservative road and up blending in…not momspit!
November 8th, 2007 at 1:24 pm
Hmm, I don’t think I said it didn’t work, I merely pointed out that you said “some will think the name is gross”. My point was, if the name is perceived by the majority as “gross” then they do in fact have a problem.
November 8th, 2007 at 1:29 pm
The majority is the problem. Company’s try to be everthing to everyone (the problem). This brand won’t but they’ll have a strong brand following with evangelists. I’d rather have committed customers than passerbys.
Only time will tell but a company must realize that they need to draw their line in the sand and be different. Once they get over the fact they don’t serve everyone they’ll enjoy true branding success.
Thanks for the great comments!
November 9th, 2007 at 10:46 am
While the name is a little different, if it sparks some interest and drives some traffic to thier door, mission accomplished. From a true branding perspective, not sure how it will sustain the company. My thought is that they will have to continue to work at the uniqeness of thier name, and hope consumers will continue to come out of pure interest.
November 9th, 2007 at 11:12 am
Well delivering on the product is a must so you are correct. As long as they can deliver on their promise they should stand apart.
Thanks for the comment Dave!
November 10th, 2007 at 12:00 pm
I don’t have kids, so my first reaction on hearing the name was “I’m not their demographic.” I thought it was a parenting product.
My second reaction is “yuck.” It’s clever, but I wouldn’t put it on my face. I ran it by some friends and their reaction was the same: funny, but don’t put it on my face!
If their strategy is to be part of the long tail, and have a very small but possibly devoted group of customers, I guess they’re on the right track…I just don’t know anyone who would be in that group.
November 10th, 2007 at 12:34 pm
Yes, but if the product were called “Clean Face” would you have run the name by your friends? Or just forgot about it very quickly? I think their strategy is to have a small group of evangelists that grow into a big group of evangelist.
But that’s just my humble opinion….
Thanks for your comment, come back again!
November 11th, 2007 at 9:28 pm
Well, the name made me laugh at any rate…
November 11th, 2007 at 9:41 pm
Well it generated a response right…
November 12th, 2007 at 12:28 am
I only ran the name by my friends as an exercise for this group, Scott – I would not have otherwise, because my reaction was “yuk.” It definitely was not an evangelist move.
The only way the name might have worked for me is possibly if it was an antibacterial thing that you’d keep in your glove compartment, diaper bag, purse or minivan to keep kids clean, instead of using actual “mom spit.”
Judging by the comments, it looks like you may have been outvoted this time around…!
November 12th, 2007 at 12:30 am
Yea, I often get out voted!
November 12th, 2007 at 10:10 pm
Thank you for all your comments! Jennifer, this is a product that our customers are keeping in their diaper bag, purse, minivan. I’ve had guys tell me they use it after they pump gas. We did go after the mom market knowing that nothing was readily available to clean a kid’s face when there isn’t a sink in site. We knew the name was a gamble, but we also knew it would get noticed. It’s being noticed! One major publication is putting it in their January issue (coming out mid December) under “Hot New Product List”. We’re excited at the opportunity. Scott, thank you for your compliments and constructive criticism. Very much appreciated.
Lucie Hunter
Chief Executive Mom/Co-Founder
November 12th, 2007 at 10:28 pm
Hi Lucie and welcome.
Here’s a thought:
You (IMHO) have a great name. But your packaging and website are not playful at all and don’t leverage that great name. I would suggest you hire a great branding agency
508-238-4347 (I hear they’re great)!
November 13th, 2007 at 1:03 pm
email me. Lucie
November 13th, 2007 at 7:08 pm
Lucie – Congrats on your success. There are a gazillion consumers out there, and I’m glad for you so many of them agreed with Scott and not with me.
August 11th, 2008 at 12:00 pm
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