Naming and Branding Agency

Is that a Merkin on your shoulder or are you just happy to see me?

There is no shortage of what the…? names adorning women’s brands. Sag Harbor, as the name of a women’s clothing brand aimed at women over 35 is one of the standard bearers. But the honoree for this year’s huevos grande award was never in doubt. It goes to upscale handbag brand name Lauren Merkin. Extra points for taking a low riding word like merkin and passing it right under our noses, lightly perfumed by the preceding “Lauren”.

Seriously though, how is it that these pricey purses, which everyone refers to as “a Merkin”, can keep their cachet given the negative meaning of the word? It’s because consumers are never, ever literalists. The “negative” meaning just gives people something to remember, to talk about, to have a laugh about. It never stands in the way of sales and is great word of mouth. The “negative” is really a positive.

If more companies were focused on keeping the cash register ringing, rather than on silly personal thoughts like “ I don’t want to be on the board of Merkin, let’s not name it that”, we’d have a far bigger pool of cost effective names out there.

More on the naming principal of of negativity can be read here.

Blandor Says Blandor the Imponderable: “That name puts the cod back in my codpiece. Jouissance! I’ve been sporting this merkin on my dome for years, perhaps now the cruel taunting will be at an end. The most uniquely unique name to ooze through the pipe since this prickly chestnut was passed.

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