For once, I stick up for name recognition.
Sort of.
Name recognition doesn’t ensure sales. My favorite example—which regular readers should be able to regurgitate unprompted—is: Everyone knows the class nerd’s name, but no one asks the class nerd on a date.
But then, no name recognition ensures no sales.
The solution? Make the kind of loud and consistent noise that establishes your name as a household word. But not just any noise. Make the kind of noise that links your name to relevant, substantive benefits, and to solid reasons for buying your product sooner instead of later.
—Steve Cuno
Sort of.
Name recognition doesn’t ensure sales. My favorite example—which regular readers should be able to regurgitate unprompted—is: Everyone knows the class nerd’s name, but no one asks the class nerd on a date.
But then, no name recognition ensures no sales.
The solution? Make the kind of loud and consistent noise that establishes your name as a household word. But not just any noise. Make the kind of noise that links your name to relevant, substantive benefits, and to solid reasons for buying your product sooner instead of later.
—Steve Cuno
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