What Good Milk Needs to Know About a Powerful Brand Name?

Good Milk pack
Good Milk
“The name is the hook that hangs the brand on the product ladder in the prospect’s mind. In the positioning era, the single most important marketing decision you can make is what to name the product.”  said Al and Trout.

Apart from everything, Good Milk is good, but not a good name! Good Milk needs to have not only good, but an excellent name to hang in the mind of consumers forever. It doesn’t seem to me that a good marketer can make a generic name like Good Milk. My experience says, there would be an ad agency, who made this brand name.

I’m sure, guys at Good Milk and all their consumers will be damn sure, that Good Milk will not only be serving and striving in the marketplace for the short term.

In the short term, they just need a Good Milk’s positioning and a new market creation to survive, yet survival is not enough. When this mission is successfully accomplished, the next mission is to feed brand for the long term.
What else do they need in the long term then? A ‘brand name’. Why don’t you drink Shandy Cola, Amrat Cola or Pakola? Why do the most of consumers (when buying cola) choose between Coke and Pepsi? Here’s the answer: In the long term, the brand name is the only weapon to attack on your competitor to gain market share, the ultimate goal of your company! Hence, there’s only one difference, it’s your brand, and your competitor’s brand. 

Customers get sophisticated with the passage of time, they learn and adapt.

Haleeb was the first thick liquid tea whitener. This positioning made Haleeb a powerful brand in the mind of consumers. Today, we have many tea whiteners, but only one Haleeb. The difference amoung them is the brand, (e.g its positioning or perception), not the product. All other brands more or less are providing the same benefits, making a good tea.

A powerful brand is an asset for the nation. It’s responsible for the economic development. So don’t make a lousy brand name. At least, for the sake of your country’s growth.

I think, American brands are too strong that their all brands combine can pull back their country from recession. Even Japanese brands combine can not save their Japan, if required. Take Japan, for example, which is considered having best brands in Asia.
Japanese and other Asian companies have more branding problem than U.S. Since 1990, the Japanese market has fallen by 50 percent while U.S. market was rising by 75 percent. In recent years, the top hundred American companies profit on average of 6.2 percent (of sales $3.2 trillion), comparatively, the top hundred Japanese companies profit on average of 0.8 percent (of sales $2.6 trillion). The sales difference is not much, but the profit difference is huge!

It can’t be a product quality issue, as Japanese has world wide reputation for quality assurance, quality of work life (QWL), Total Quality Management (TQM), not to forget, they introduced and successfully implement Just In Time (JIT), the zero inventory system etc. So what? They don’t have a quality problem at all. They have a marketing problem.
Kamil’s BONUS 1: When company market their brands with their so called “umbrella branding” concept. It’s difficult to make a powerful brand in the long run.
Umbrella branding is good, as far as, all brands have their own positioning.

Take Dell (computer-makers) versus Sony (everything-makers) including computer-makers. According to 2005 report, “In last ten years Dell had a net profit margin of 6.1 percent versus Sony’s 0.8 percent.”
(Note: Sony’s other brands are fine, like Playstation, as it has its own brand name; not brand extended, it’s brought to you by Sony. The brand is Playstation, not Sony. Dell recently launched their printers)
Now, one can better judge the economy of Japan than that of America. The same situation is in the most of countries in Asia. Large, unfocused companies making little after-tax profits.

If you don’t make money, you can’t pay off your bank loans. And if you can’t pay off bank loans, the bank are in trouble. If banks are in trouble, you know, the country’s economy is in trouble. Hence, which leads to trouble in political system. 


Kamil’s BONUS 2: Save your brand, save yourself!
The company is measured by its profit, weather it is big or small, not with its highly diversified, brand extended product lines. Adsells Advertising is a big company, because they have huge profit, because they’re only focused on outdoor advertising. They don’t put their brand on everything. Adsells has almost become a powerful brand name of future. 


Kamil’s BONUS 3:The power of brand is in contraction, not in expansion!
Good Milk is making big, big, big mistakes in two ways, one is, as you might suspect, Brand Extension and the other is Generic Names (not brand names)

Good Milk is a weak generic name. When you say ‘generic’, it already shows its weakness, though. In order to understand the difference between generic and a brand name, we have to understand how actually the human mind works.
Here’s is quote from branding experts, Al and Laura:
“The average person spends nine times as much time listening to radio, music or television than he or she does reading magazine and newspapers. Furthermore, in order to give meaning to the printed word, the mind processes sounds. The printed word is secondary to the sound that it generates in the reader’s mind….The problem with a generic name is its inability to differentiate the brand from competition”
The word-of-mouth and brand communication takes place verbally, not visually. What is Goodmilk? Every brand has this feature: “The fresh milk processed using state of the art UHT technology and aseptically packed in Tetra Pak” is a goodmilk.

Milkpak is a good milk, Haleeb is a good milk,Olpers is a good milk, Nesvita is a good milk.
What If, I say “Milkpak is a Good Milk” 
You might say “Yes! Milkpak is really a good milk” or you might correct me “It’s not only a good milk, it’s the best milk” 

In either cases, I’ve to make myself clear: “Oh! no, no, no, I’m talking about THAT Good Milk” How awful that consumers have to promote your compateitor’s brand first (Milkpak) to promote yours (Good Milk)
You’ve got the idea! “The problem with a generic name is its inability to differentiate the brand from competition”
“In order to give meaning to the printed word, the mind processes sounds. The printed word is secondary to the sound that it generates in the reader’s mind”.
What your brand name is processing sound? It’s nothing more than a good millk with a small letter printed word “g” like any other word in the dictionary. But, when you talk about brand like Milkpak, it’s something special! With a capital letter “M”. Your mind processes sounds, and differentiate it. Milkpak is not with small letter “m” milkpak, it’s Milkpak. Your country is not pakistan, it’s Pakistan!

It’s difficult for a reader to differentiate the sound of word “good milk” from the word “Good Milk”

Shahrukh Khan, Asif Zardari, Barack Hussein Obama, Atif Aslam. How about calling everyone by ‘human being’? Rather than by their names.

Here’re Goodmilk’s brand, going no where:
1. Cream (generic name)
2. Khalis Desi Ghee (generic name)
3.Kinnow Concentrate (generic name)
4.Mango Puree (generic name)
5. Oolala (brand name, however, Line Extended)

If they had launched these brands with specific brand name, they would have worked out a good strategy. The “brought to you by Good Milk or Shakarganj” strategy can work and then develop your sibling brands with separate identity.

How many generic brands do you know, hit the consumer’s mind and become world successful or major brands in this ultra competitive environment?
“Hiya! I know, how about General Motors, General Electric, Pakistan Television, and National” One might ask.
Good question!

There’re two major exceptions which have over come their generic name disadvantage, but it’s not possible for you to do the same now:

1. The first is that these brands had a great strategy when they got started, not the great name. They were first in their category (GE in electric company, PTV in channel) which made them successful.
2. The second exception: That was a time of just competitive environment or rather little competitive environment, not an ultra-competitive environment.
Today, in this ultra competitive environment, it’s almost impossible to make a powerful brand with generic name. Leaders can afford this leverage because their lots of other benefits on their sides. You’re not GE!

“What we’re gonna do now? Our brand is too famous. We have invested a lot on advertisement.” Guys at Good Milk might think.

Well, don’t panic, make a brand name and write “Formerly known as Goodmilk,” By the way consumers always know It’s a Good Milk’s brand, retailers always tell the same to their customers to sell it. And who told you to invest huge on advertisement? Ads are not credible at all. The way to build a brand is via P.R, which also requires less budget than ads.

When we launched Pakistan’s first and only online DVD rental company, we could have come with a generic name DVDrental.com. However, we came up with a very specific brand name, HitBox (http://www.hitbox.pk/)

The most successful online sites are not bookstore.com,searchengine.com and Naukri.com. Its Amazon.com, Google.com and Rozee.pk.(Rozee in Pakistan only)

Compare following brand names and generic names:
Miscrosoft versus Software System,
Dell versus Speedy Computers,
Nirala versus The Best Sweets Shop,
MaryGold versus Tasty Bread,
Dalda versus Good Oil,
Milkpak versus Goodmilk,

I just watched a movie, Golmaal Returns, when Gopal’s friend ask Gopal’s wife, spotting her brother “Who’s he?”,    “He’s Lucky” she replied. Gopal’s friend ask again “For whom?”

Brand with a terrible name, bites the dust!
(PS: I transferred this article here. So read the comments here http://www.squidoo.com/kamil/13113285-shoot-out-for-kamil-?utm_source=kamil&utm_medium=guestbook&utm_campaign=MAP )



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