A name. So much is embodied in this simple element. It carries all previous meanings (intended or otherwise) to the product and package, then becomes something else when it shows up at the shelf. A name in itself can be a designed moment. Consider this, a great example where something is missing. Jig-A-Loo is an “Invisible All-Around Lubricant.” It is water-repellant, it doesn’t stain and it doesn’t stink.

A brand lives in the memories of the people who purchase, use and share that brand throughout their lives. Jig-A-Loo is a brand that has value and a memorable personality in the name. If you’re not convinced, search for a David Lee Roth video called “Just a Gigolo” and perhaps it will grease the memory wheels (pun intended).

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