Words to describe a product

Thumb up“Fresh”. What do you think about when you hear “fresh”? More than fresh cloth after washing machine, I want you to think about brands.

Fresh could be Coca-cola or any other soft-drink from that category, such as RedBull, etc.

Specifically, though, when I hear “fresh” I don’t think of Redbull, although it is “best served cold”. SO, what word than you think when you think Redbull? Energy, extreme sports, …

Well, I found a great word that people don’t often build associations around, because it is very specific: “Exchange”. Of course when you think of “exchange” you think of finance world, and there you can’t find any drastically new products nowadays, associated with exchange. So it is a hard word to use, and it represents something solid, that exists already for some time, something that has to do with the power of money. Still one company managed to use it.

I am referring to an NGO (Non-Governmental Organization) Global Exchange. What they do is important, but of little importance for this post (save the world, in three words), but the association they create is powerful.

Just think about it. “Exchange” we already defined. “Global Exchange” is a company dedicated to make a world a better place, and while the money is not specifically a good association for Global Exchange, power is a good association even for non-profit organizations. For example, if Global Exchange is to ask you for money, than they are asking it from a perceived position of power; if you are to look up “Exchange” online and you will see this NGO, you will immediately remember that finance is not only about making money, but also about giving money, and what is closer associated to money than finance?

I won’t go any further into the debate about associations, but I do want to leave this idea planted in your mind that there are words out there that are very strong, but underused. If you sell cars, you don’t have to only use industry overused words, but you can get creative and position yourself differently from others.

In the end, people don’t only buy products, but also ideas behind these products.

(For more information about associations check Associative Network Theory)

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1 Comment

  1. When some one searches for his necessary thing, thus he/she wants to be available that in detail, so that thing is maintained over


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