When coming up for a new name for a product line it is usually one of the most important tasks because that name is going to need to represent the product, possibly for years and years to come. The name of your product is going to be how your consumers recall what your product is, what brand it is apart of, its the key identifier much like our own names, which essentially make up our brand and personality.
So what happens when you try to come up with a fun new creative name to describe your new product, what is the typical process you go through, probably lots of brainstorming, comparing, contrasting, evaluating, lots of failures before you land on THE name. We all know this but what happens when you finally decide on that excellent name and then after releasing the product and campaign for market it discover that there may be an alternate meaning to your brand name already, a not so desirable, respectable meaning that might taint the image of your new product because of its vulgarity?
This is just the situation Proximo, makers of the Three Olive’s brand, found themselves facing after coming up with their extension to the brand “RangTang“, which is the name they landed on after deciding it was a catchy way to describe the combination flavor of orange and tangerine. The new name “RangTang” is described by them as a tasty mix of imported English vodka and the amazing taste of mixed juicy oranges and tangerines. To me that sounds like an excellent vodka though I honestly can’t remember if I’ve ever had an “English” vodka or heard of one for that matter, I’m more of a “Holland” vodka type.
Apparently “RangTang” has a slightly different meaning when you visit UrbanDictionary.com, which I warn is vulgar and definitely not safe for work, feel free to take a gander though. Proxmio has declared that they were unaware of this at the time of conception and admit that had they originally known that their new catch brand “RangTang” had this slang definition then they definitely would not have picked this as their choice.
Proximo defends itself however by pointing out that after searching through Urban Dictionary they discovered that a large variety of fruit have some sort of dirty slang definition it can be associated with. Things brings to my mind the question, how valid or important is anything that Urban Dictionary posts in relation to branding?
Personally I believe the only real issue would be more if there are direct correlations between the slang definitions and the brand. Realistically the world we live in is diluted with words that have multiple meanings, slang variations all of which evolve from context which is the most important factor on determining what a word means anyway. I’m curious what other people think, is Urban Dictionary the go to before deciding on a name or is it just a minor bump in the road?