November 19, 2019, 11:18:16 AM

Poll

Which of the following do you think is the best brand name?

Dave's Late Night Hummus
3 (37.5%)
Foxfire Hummus
1 (12.5%)
Rise Up Hummus
0 (0%)
Yakabagh Mid-East Hummus
0 (0%)
Hummivore
4 (50%)

Total Members Voted: 8

Voting closed: February 11, 2018, 03:45:08 PM

Author Topic: JMacksson Hummus Business Brand Name  (Read 1888 times)

Offline JMack

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JMacksson Hummus Business Brand Name
« on: February 08, 2018, 03:45:08 PM »
Hi, everyone. As threatened promised, here is a poll to help out JMacksson.

Selecting a new brand name for a hummus company:

A tiny food start-up in Ohio is looking to re-brand. The company makes high-quality, all-organic hummus and sells at local farmers’ markets and through a few “roots” retail markets. The hummus is incredibly smooth and light, and is a level above anything you can find in a grocery store. David, the owner of the company, is also the hummus maker and primary salesman.

Here is a list of potential brand names. The order in which they appear is not relevant.

Comments about why this was your favorite, plus which was your least favorite, are very welcome.
Change, when it comes, will step lightly before it kicks like thunder. (GRMatthews)
You are being naive if you think that any sweet and light theme cannot be strangled and force fed it's own flesh. (Nora)
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Offline The Gem Cutter

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Re: JMacksson Hummus Business Brand Name
« Reply #1 on: February 08, 2018, 05:15:50 PM »
I disliked all of them, but disliked "Dave's" the least because it at least communicates an informal, home-grown feel. The others seemed very ... out of brand for lack of a better term. Foxfire sounds technical, like software or an app. Rise up sounds political.
I think you should keep looking for potential names; none of them communicate the core selling points to key demographics, whom I see as being:
- buyers of organic and locally made foods
- hummus connoisseurs
- fans of extra creamy hummus (as opposed to other kinds? I don't eat it often, and always considered them all equally creamy, until now)
- hummus fans who like informal organizations/dislike big corporations

Names aren't always all that, and there are many examples of names that do no heavy lifting or subtle communicating, but it seems like the product has some true discriminators between itself and what's already on the shelf, and it seems useful to put one or more of them in the name itself, if you can.

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Offline tebakutis

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Re: JMacksson Hummus Business Brand Name
« Reply #2 on: February 08, 2018, 05:31:38 PM »
I'll second Gem's comment. Of the five, "Dave's Late Night Hummus" is the one I dislike the least, but none necessarily grab me. But at least you have another point of data!

Offline The Gem Cutter

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Re: JMacksson Hummus Business Brand Name
« Reply #3 on: February 08, 2018, 06:10:41 PM »
I hope I didn't come across too negative in my attempt to be direct. I have achieved some success in helping clients identify and communicate what sets them apart, which is the key to everything else in my industry. That said, this isn't in my industry, and I don't know diddly about hummus or marketing in the grocery store. I'd scan the shelves and see what's out there and how well it's doing. If you plan to sell to a specific chain of grocery stores, you might contact them and see if they have rules or preferences - selling to sellers is somewhat distinct from selling to consumers. Or so I read somewhere.
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Offline ScarletBea

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Re: JMacksson Hummus Business Brand Name
« Reply #4 on: February 08, 2018, 06:15:04 PM »
I'm afraid I second the previous opinions - I don't really like any :-\
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Offline JMack

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Re: JMacksson Hummus Business Brand Name
« Reply #5 on: February 08, 2018, 08:07:15 PM »
Direct and honest opinions are the best!
Change, when it comes, will step lightly before it kicks like thunder. (GRMatthews)
You are being naive if you think that any sweet and light theme cannot be strangled and force fed it's own flesh. (Nora)
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Offline Elfy

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Re: JMacksson Hummus Business Brand Name
« Reply #6 on: February 08, 2018, 08:42:37 PM »
I preferred Hummivore. Easy to say and remember, also kind of catchy and amusing.

Offline J.R. Darewood

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Re: JMacksson Hummus Business Brand Name
« Reply #7 on: February 08, 2018, 08:54:42 PM »
I'd go with "Hummuyumus" maybe with some dashes "Hum-u-yum-us" "Hummu-yummus"  Or maybe "Humus Yumus"  ooooh "Humusapiens"

Offline cupiscent

Re: JMacksson Hummus Business Brand Name
« Reply #8 on: February 08, 2018, 09:25:43 PM »
I like things that are a little punny, so I liked "Hummivore", and everything Bradley suggested just above. :) But I also like names that mean something, so knowing the story behind any of the other options might have swung me that way. (I was particularly curious about "Yakabagh". It gets "exotic" points, but if it doesn't mean anything those points are negated.)

Something to consider is perhaps whether the business ever plans to branch out into other products, and whether the name will seem silly attached to those products. "Hummivore" might work for branding falafels, but perhaps not so much for baba ganoush.

Who knew I had so many opinions about hummus? Then again, our household goes through a lot of hummus, and for a long time our purchasing was basically dictated by which brand had the biggest container. :)

Offline The Gem Cutter

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Re: JMacksson Hummus Business Brand Name
« Reply #9 on: February 08, 2018, 10:18:05 PM »
Just some random, rambling brainstorming, because today I'm bored of trying to help rich people who want to get richer by out-idioting their competitors.

Spoiler for Hiden:
The company makes high-quality, all-organic hummus and sells at local farmers’ markets and through a few “roots” retail markets. The hummus is incredibly smooth and light, and is a level above anything you can find in a grocery store. David, the owner of the company, is also the hummus maker and primary salesman.
Jmack, this is, to me, the key to everything. And this is doubly important because, no offense to makers of homemade things, every time I've bought homemade stuff at farmer's markets (usually jams, jellies, and breads) I have found them not as good as the mainstream. So if you were being honest, (you were, you've raved about his hummus before) then these are the key things to keep in mind:
"Hummus that's not just smooth and light, but incredibly so, and a level above anything you can find in a grocery store."
We use a variety of terms to convey these kinds of things, and they typically come with price-related baggage, meaning they speak to the quality one can expect and to the comparative price. Cupi buys her hummus in volume, but I imagine at least some people look at price and perceived quality and try to strike a trade-off. Is this hummus cheaper than what's out there? Paying 20% more on a $4.00 item for better quality would be one thing. Paying the same price or 50% more would be another, entirely. And like writing, there's no right/wrong answer, only aligning the thing with people who want that thing in terms they'll readily grasp.
Premiere, preferred, hand-crafted, select, choice, etc., all signal it's more expensive but worth it.

Perhaps something that emphasizes its flavor/quality:
"Hummus Lovers'" "Smoothest Hummus Ever Conceived"

Simon Sinek says "People don't buy what you do; they buy why you do it." - and I think he's right. Including your culture and values can be critical in getting and keeping people's interest. "Homespun Hummus, made right, and made right down the road" is heavy handed, perhaps, but it conveys a message. And whatever name you pick, it might be helpful if the name and approach to garnering interest are well-aligned.

Humor and irony can be powerful. Look at Ben & Jerry's and how much of their success is/was aligned to their attitude and values and starting point in the ice cream market. Like band names at the time, they stopped taking their flavor-names seriously - and incidentally offered things no one else was offering.

Food for thought... see what I did there?  ;D

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Offline J.R. Darewood

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Re: JMacksson Hummus Business Brand Name
« Reply #10 on: February 08, 2018, 10:50:38 PM »
Ooohhh TGC!!! I like Homespun Hummus. Nice one!

I mean it's not as classy as Hummuyummus but it has a nice ring to it

Offline tebakutis

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Re: JMacksson Hummus Business Brand Name
« Reply #11 on: February 08, 2018, 11:13:27 PM »
Ooohhh TGC!!! I like Homespun Hummus. Nice one!

I mean it's not as classy as Hummuyummus but it has a nice ring to it

Same. Homespun Hummus has both alliteration going for it and conveys the product. I like it.

Offline JMack

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Re: JMacksson Hummus Business Brand Name
« Reply #12 on: February 08, 2018, 11:49:34 PM »
JMacksson just read everyone’s comments, and really appreciates them!
He’s going to run a contest among his customers to see what else comes out.

By the way, I love “Homespun Hummus”.
Meanwhile at work, in a poll of 20 people, Hummivore was a huge winner with 50% of the votes.

Thanks everyone, and if anyone else wants to chime in, we’d love to hear more.
Change, when it comes, will step lightly before it kicks like thunder. (GRMatthews)
You are being naive if you think that any sweet and light theme cannot be strangled and force fed it's own flesh. (Nora)
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Offline The Gem Cutter

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Re: JMacksson Hummus Business Brand Name
« Reply #13 on: February 09, 2018, 02:51:13 AM »
Well I hope things shake out well. It would be nice to see a young man's hummus go to market and do well.
The Gem Cutter
"Each time, there is the same problem: do I dare? And then if you do dare, the dangers are there, and the help also, and the fulfillment or the fiasco. There's always the possibility of a fiasco. But there's also the possibility of bliss." - Joseph Campbell