Day 3 of 2020’s Golf Product Buzzwords – LUXE & ICON

Can a product name turn off potential consumers? Absolutely.

Just like when you meet a person that can’t stop patting themselves on the back and it makes you roll your eyes or feel like you are going to puke in your mouth, a product name can do the same.

For me it is the product names that try to instill some unearned degree of exclusivity or status that turns my stomach.

How about you? Are the golf product names of LUXE and ICON more likely to turn you off or rub your hands together and say “ohhhh, I can’t wait to see/try that product.” Let me know in the comments.

Regardless, golfers are likely to be bombarded with these product names in 2020, so get comfortable with them.

This bit of competitive intelligence brought to you by the trademark office and the following trademark applications:

 

Word Mark      LUXE

Goods and Services      IC 028. G & S: Golf clubs

Word Mark      ICON

Goods and Services      IC 028. G & S: Golf clubs

 

Who do you think is the club maker planning to use the LUXE mark in association with their clubs? Click HERE for the answer.

What about the ICON mark, who do you think is the club maker planning to use the ICON mark in association with their clubs? Click HERE for the answer.

Coming up with a great product name involves walking a fine line of suggesting something desirable to the consumer, while not coming across as a pompous blowhard. If you have some doubts about which side of the line your name falls — assume it has crossed to the dark side and rethink the name.

David Dawsey – A Product Naming Consultant

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