Risque Brand Names: Risks (i.e. Envelope Pushing) Can Reap Rewards

Kudos to NYT John Grossman re today’s front page (business section) story profiling companies that have embraced risque words within corporate name.

And, hats off to the disruptive entrepreneurs who have successfully pushed the envelope and proven that shock and awe within their brand promotion schemes can push them to the top of mindshare. Best case in point: Richard Branson use of “virgin” within each of all of his corporate brands

Per article (link below), when the artisian maker of non-allergenic, high-fiber breakfast cereal changed the name from the bland tasting name “Hapi Cereal” to “Holy Crap”, sales rose 10x (that’s TEN-FOLD!)….One example doesn’t make a story, but the number of examples cited by the NYT reporter strikes at the heart of why risque is not only tongue-in-cheek-fun, but can prove very rewarding to those who focus on connecting the tag line to the bottom line.. And yes, that last phrase happens to be The JLC Group corporate slogan.

Fat Bastard and SassyBitch wines, Kickass Cupcakes, Big Ass Fans (formerly known as “HVLS Fan Company”), “Master Bait & Tackle Co. (a fishing supply firm), a construction company that changed its name to “Mammoth Erection” from “David Hall Construction” and “HelloFlo” (a feminine hygiene brand) are all cited in the article for having enjoyed spiked sales subsequent to migrating from plain jane monikers to shock and awe approaches.

Caveat: if your email domain emulates the risque phrase, you’re at risk of corporate emails winding up in recipient spam folders. Another caveat: if you market to global audience, the name you select could insult a local culture and incite a riot..and not the laughing kind…

Here’s the link to the NYT article:

Risque Brand Names: Risks (i.e. Envelope Pushing) Can Reap Rewards