Have you ever eaten Patagonian Toothfish? I’ll bet you have even though you may not have realized it. That is because some crafty marketing folks got on the case and correctly assumed that Patagonian Toothfish did not sound that appetizing to the masses. So what did they do? They changed the name to Chilean Sea Bass, and the sales skyrocketed! Unfortunately to the point where this slow-growing fish is in severe decline in numbers due to over-fishing. The marketers did their job – now it is time for the fish harvesting authorities to do theirs.The point of this discussion is that names ARE a big deal, despite what some so called experts say. They need to be easy to say, easy to remember, and in the days of Internet marketing, easy to type.We will continue this discussion in our next post with another name example also related to food.
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