"A rose by any other name would smell just as sweet." William Shakespeare's Romeo and Juliet, 1600
This is a lovely sentiment, but I can't think of anything less true in the advertising industry! What you say and how you say it counts in today's world. Your product or company's name, the font you choose for your packaging, the look of your logo, the colors, the slogan--it all counts. You could have the sweetest smelling rose in the world, so to speak, but if you name it the wrong thing or marketed it poorly it will quickly wilt. Take these two products below, for example.
They're both established brands, but at a glance, one is way more appealing to me as a consumer. Can you guess which one? Do you have a preference? How about if we go one step further and look at the envelopes in which the hot chocolate is packaged?
To me, the Nestle packaging and wording is far superior. "Making Warm Chocolately Memories"? That's fantastic! How delightfully cozy and inviting. Talk about conjuring up an image. As for the Swiss Miss envelope? It's a wasted opportunity. The stark blue and white feels generic and cold in comparison.
Now, take a moment to think of yourself or your business. Are you making the most of your words and images? Are you telling and showing customers about the satisfaction they'll get from using your product or purchasing your services? Or, is your rose really a stink weed?