QUESTION
When you changed the products name from winning colours to 1000+, why did you keep”stain remover” in the name? Shouldnt it be 1000+ multi cleaner?Stain remover is only one of its jobs. I personally feel “stain remover” should be removed from the name.
ANSWER
Thank you for taking the time to share your idea. We agree, with some qualifications that may not be obvious at first glance at the issue.
Every product needs a “descriptor” for the purpose of the retail organization that handles it to be able to categorize it (and for legal, insurance and other reasons). For Winning Colours, the descriptor has most recently been stain remover. This is what allowed us to be in the Paint Department (which is important for other reasons). Our previous descriptor of multi-cleaner (prior to stain remover) placed us on the shelf with regular cleaning products. Therefore, the descriptor, whether it appears beside the name or not, has practical implications within the business arrangements that we have in place. The descriptor of stain remover permitted us to make certain arrangements and address certain regulatory issues differently than if we were a multi-cleaner. Stain removers are also expected to perform in tougher situations and have higher perceived value than regular cleaners that are now largely commodity priced.
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As to the issue of whether to show the descriptor beside the name, or elsewhere, we are already experimenting with greater separation, as the Brand Ambassador badge to be used in New York, shown below, illustrates. There is an increasing incidence of our allowing the name 1000+ to stand on its own, in context of situations that support its positioning as more than a stain remover, from the consumer’s point of view. In other words, strong enough to qualify as a stain remover, but versatile enough to do much more, safely.
In summary – it was too much of a change to alter our name and our descriptor simultaneously. Furthermore, a great deal of care needs to be taken in the selection of an alternative descriptor for reasons that are not only a matter of consumer perception, but also practical within the business channels that we operate. Nonetheless, we are stretching things a bit by allowing context to determine positioning more often than before, by allowing the 1000+ name to stand on its own. When a product is a household name, the descriptor becomes unnecessary. It would be unnecessary to say…”Pass the Windex Window Cleaner”, or “Do you have a Q-Tip cotton swab”, or “Please pick up some Scotch brand adhesive tape at the store”, etc. Windex, Q-Tip and Scotch Tape is all you need to say. Brands that have been able to detach themselves from their descriptors are the household names. We will get there too – especially with such a terrific name as 1000+. One day, millions of people will be able to say “Hun, can you pick up a bottle of 1000+ at the store?”, and that will be enough. That’s what I am working toward.
