American Inventors Could Use Some Branding Help!

If you got a chance to see the first episode of American Inventor, you probably witness the importance of first impressions and the power of branding. It only took seconds for the panel of judges to start formulating opinions on the worth and merit of the inventions, often based on nothing more than the name of the idea and a quick introduction.

A good example was the child psychologist who created an invention she named a "Tizzy". These were inflatable devices kids could climb in and brounce around without hurting themselves or others. Right away the connotation was that it was some form of punishment. The female judge took special offense to the "Tizzy" and used words like "suffocating" when describing her opinion of the idea. She took the woman to task and question her credentials and how she could possibly create such a thing. You could see she had that impression set in her mind the very second the child psychologist introduced the idea..."Tizzy". A kid having a "tizzy" is a kid that needs to be disciplined or reprimanded. So she could only view the product in a punitive, restrictive sense. Needless to say, the the inventor lady was in tears from the misunderstanding. She loved kids and developed the whole idea to help provide children a way to express their energy safely.

Now what if we were to rewind the tape and instead she had introduced the product in a very upbeat way and called them "Romper Bots!! or "Play Pals" And then let's say she talked about how so many kids need a postive outlet for their abundant energy and this was a fantastic way to safely play and interact with other children. By seizing control of the thought process from the outset and leading the way, it would have been hard for the mind to form an impression in the very opposite direction -- to think of words like "suffocating" and "stifling". Perhaps safety questions would still have been asked such as "Do the kids have enough breathing space?" But the tone would have been completely different. It would have been open and inquiring vs. harsh and judgemental.

So it's not just about having a great idea. It's about packaging that idea in the right language to establish the right mindset. If not, a great invention can really bomb, just for lack of framing the idea properly. So when inventing a great product, it's just as important to invent a great name.