Size and prominence of wording on business signs, product labels and hangtags will often emphasize brand signals. Yet, sometimes decisions are made to scream generic names instead.
Never having seen the above shown wacky fresh fruit until recently, my assumption was that Buddha’s Hand represented a clever brand name for a certain type of citron fruit. Nope, generic.
The source-indicating information on the above shown Buddha’s Hand hangtag — the trademark — is barely legible, so I’ll help readers out: Ripe to You represents the above shown brand name.
So, what are the best practices when it comes to marketing commodities over brands and vice versa? The Branding Strategy Insider had an informative take on this topic just yesterday, here.
From my perspective, since brands manifest reputation, relationships and experiences, there must be accountability, and sometimes apologies are needed. Commodities, nope, not so much.
I’m thinking that while Ripe to You apparently is working to create market demand and interest in the unusual Buddha’s Hand fruit, more emphasis on the fruit’s generic name may take priority.
It also stands to reason that as Buddha’s Hand citron fruit becomes as understood as cherry tomatoes, tangelos, and bananas, the thing will speak for itself, and the brand will be paramount.
It’s also important to remember that when work is needed to create demand for a new category of products, attention on a memorable generic name can be as important as the brand name.
Otherwise, a brand owner launching a new category might find itself forever working to avoid the slippery slope of genericide, can you say, Rollerblade, Velcro, Band-Aid, and Peppadew?
Thankfully for Ripe to You, the clever and memorable Budda’s Hand generic name was handed to it on a silver platter, leaving the field wide open to focus on and emphasize its brand name.
I’d love to hear more insights from our extraordinary marketers and designers about when and how to balance the marketing of commodities/brands — when do you lead with Buddha’s Hand?
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