OK, I admit it, brand names do matter after all

I have always been unsure about the importance of brand names in the marketing mix. Surely if a product is great then just about any name will do. There are examples of meaningless brand names everywhere. Kodak, Starbucks and Amazon . .. they mean nothing but the companies are huge.

I haven’t changed my mind altogether, but one brand name has really got me thinking: ‘The Amazing Live Sea Monkeys.’

What are Sea Monkeys? They are a kind of brine shrimp that you buy in egg form, sprinkle into a small tank of water and feed once a week. (Take a quick look at http://www.sea-monkeys.com/html/aboutsm/whatarethey.html to see them in action).

Sea Monkeys are great fun and a simple way to introduce kids (even big ones like me) to the joys and responsibilities of pet ownership. They are also an international sensation, with millions sold. But I bet if they called them ‘brine shrimp’ sales wouldn’t be as big.

The brand name is an inherent part of the product. You find yourself asking ‘how are the Sea Monkeys doing today?’. You even get quite attached to the little things. I guess it’s easier to get attached to monkeys than shrimp.So this old cynic is perhaps mellowing a bit when it comes to brand names. I think I’ll spend a bit more effort the next time I am involved in choosing a brand name. Who knows, I may come up with something as successful as Sea Monkeys.