23 replies to this topic

[Jill]

Karon Thackston (Copywriter here on the forum) hits another home run with this interesting article on how the Prune industry is obviously rebranding to become the Dried Plum industry!

Since they're targeting a new audience segment, their copy has to change accordingly.

Read Karon's thoughts here:

Dried Plums vs. Prunes: Which Do You Prefer?

Never thought about it? Let’s take a minute to evaluate this question then. Prunes are for old people who have trouble “going.” Prunes are shriveled and sticky and they have a funny taste.

Dried plums, on the other hand, are sweet and chewy. They are trendy like dried apricots or blueberries.

[1dmf]

What do you prefer Raisins, Currants or Sultanas?

[qwerty]

A few thoughts about the immediate subject rather than the general subject of naming and branding:

Are people now going to decide they've spent too much time in the bath when their skin turns "dried plummy"?

The French word for grape is "raisin". They call raisins "raisins sec" -- dried grapes.

Can you think of a food other than plums and grapes that has a different name when it's dried (that is, other than dried _____ or dehydrated _____)?

[torka]

Uhmm.... "meat" and "jerky"?

--Torka

[qwerty]

No, jerky doesn't count because beef becomes beef jerky, turkey becomes turkey jerky ("jurkey?"), etc. The person who first asked me actually had an answer, but I don't know if it's really any better than jerky.

[bwelford]

What about kippers?

[qwerty]

Ah, I hadn't thought of that. I think that's a good one. The friend who first asked me claimed pemmican was a good answer, but I'm not so sure.

And on that note, I'll shut up and let people actually discuss Karon's article.

[1dmf]

and how about Guana

[Jill]

You guys are so immature!

Nobody has any comments about the article?

[1dmf]

Mislayed your sense of humour today Jill?

To be honest, I don't like prunes and couldn't care what they call them. No stupid marketing campaign or renaming gimmick is going to change that fact!

You have to be Klingon to like Prunes don't you?

[Jill]

Mislayed your sense of humour today Jill?

No, I just forgot to put a winky next to my comment.

[Randy]

Well, it's still an excellent article.

Everybody needs to revisit how they've positioned their brand every few years IMHO. If for no other reason than to make sure they haven't lost sight in how they've been promoting it, but of course also to see if any rebranding needs to be considered.

I for one can tell you that after you've had a site or business for several years you can easily lose sight and connection with your original brand if you're not careful. Not all of those little changes and tweaks you make over the years will support your brand image as well as they could. At which point you either need to changes those messages so that you stop confusing visitors, or tweak your brand so that it matches the new marketing message.

Sending mixed messages to potential customers does adversely affect conversions. This is simply a fact. That's why for the last couple of years I've made this sort of big picture examination part of the maintenance process I take on for each of my sites. I can't get to all of 'em every year, but it seems to work out okay to do it on a two or three year cycle.

Since I started doing it I'm amazed as I revisit some of my sites each year and see just how much the marketing message has changed from the original brand I had in mind when the site was new.

[Jill]

Everybody needs to revisit how they've positioned their brand every few years IMHO. If for no other reason than to make sure they haven't lost sight in how they've been promoting it, but of course also to see if any rebranding needs to be considered.

Yes, very good point. We have been making a point of revisiting all the pages of our site every few months. It's funny how you can incrementally change how you do things without really realizing it. Always good to make sure your messaging on your website is in line with what you say on the phone or what you write elsewhere. It is surprising how often they're not!

[Randy]

Yup. Been there, done that Jill. Too often.

You'd think by now I'd know better...

It's also why I find it extremely helpful to keep notes about sites as I develop them and during subsequent marketing. It makes it much easier to get back to the original brand and marketing message after all of those incremental changes have washed them away. Assuming of course the original message was correct and the market hasn't shifted.

[madams]

Dried Plums - Prunes Debate

I guess it´s a bit like calling you guys "Admin"

Much better than "Moderator"

Sounds much softer and less aggressive.