Brand Insights From People Who Say The Name Wrong
I was on a shoot recently, producing social content for a speaker brand.
The nature of the shoot was to capture authentic social content of an influencer experiencing their new sound bar for the first time.
There was one problem.
The full official name of the sound bar is kind of a mouthful.
When we got on set with the influencer, the brand obviously wanted their product called exactly the right thing. But when it was stuffed inside the full script, the influencer had a hard time remembering exactly what it was called. Every time he messed up, the brand producers on set spouted back the correct name, as if it wasn’t that hard.
I thought back to all the meetings had about this sound bar. All the briefs we put together. All the times we made sure we spelled it correctly when emailing the brand. We were pretty familiar with it at this point.
But the influencer just showed up, saw it for the first time, and had a tough time saying it.
As a marketer, I had to respect the influencer’s difficulty remembering the name. Because it probably will be pretty similar to the consumers’ experience trying to remember the name.
Brands and marketers and creatives and production companies spend more time thinking about the details of a product than anyone else in the world. But maybe getting the unfiltered reaction from real people is exactly the insight marketers need to market things better.
Just a thought.
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