Sarah Jessica Parker doesn’t seem to have done much since Sex and the City (this isn’t a typical start to a blog posting, I know, but bear with me for a minute).
However, she has launched a couple of perfumes. The first was called ‘Lovely‘. As product names go, this is like launching a car called the Toyota Fast, or flogging bottled water called Damp. I think there’s a slight possibility it’s some sort of parody, but even if it is, that’s just the sort of contrived nonsense only a perfume manufacturer could come up with.
It doesn’t get any better. The second fragrance is called ‘Covet‘. Covet? You’d never buy a mobile phone called the Nokia You Really Want This. And neither should you buy this perfume. If they can’t be bothered thinking up a good name, do you think they took much time worrying about the smell?
If I’m honest, I’m not sure what conclusions to draw from this. I really just wanted to point out a truly dire piece of naming. Lovely? It isn’t. Covet? I don’t. Sarah Jessica Parker should probably stick to acting.
I spotted this sign in a branch of Budgens in Ealing. Presumably it’s the management’s take on diplomacy.
What it says: “Would customers please refrain from reading newspapers and magazines in the store as this can cause congestion for other shoppers.”
What they really mean: “If you’re not buying, clear off.”
I think Innocent Drinks started the cutesy copy trend. What better way to make your brand seem more friendly, approachable and quirky? It’s why they tell you to “shake it up baby” on their smoothie labels (translation: shake before drinking).
But over the last couple of years it’s taken off. Big time. Everyone wants their brand to be cuddly, and it’s starting to grate a bit.
Why sell sparkling water when you could sell “bumpy water”? Why put up a sign saying a house is sold when you can say it’s been “spoken for”? These are just two examples I’ve spotted in the past couple of weeks.
I think there comes a point when quirky, cutesy copy just looks contrived. Like the bloke in the pub wearing designer gear and talking a bit too loudly, it just makes you cringe.
I’m not saying there isn’t a place for it. But there’s a fine line between looking clever and looking like you’re trying too hard. And right now, I don’t think cutesy copy alone is enough to separate your brand from the competition. So maybe it’s time to find another way to be different.
