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What's in a Name?


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Ronan's report

Thursday 26th September, 2013

Every product has a name. First there is the brand name and it is followed by the product variations. It has to be, otherwise how would it sell? Some products have better names than the others I am sure. For a major manufacturer the selection process for a name probably goes on forever. The names created are chiefly for product differentiations, but I believe the main reason behind the fancy names is for the purpose romancing the mind of the potential buyers. A good name subtly catches the attention of one's sub conscious part of the brain. When the devil in your left ear whispers, you are done. That's the power of a good product name. Think marketing.

I am sure we have seen some products that were so successful to the extent that they were re launched again with some cosmetics added on, the same name but with just a 'Mark II' stamp on them. Some name denotes capability and power. Machine based products typically such as bikes, cars and hot rods. Then there are fly rods and reels. Up to twenty five years ago the names were a world away from what they are today. Hardy fly rods were commonly named 'Deluxe' or 'Favourite'. Their reels were simply called 'Marquis', 'Prince' or 'Perfect' if I am not much mistaken. Bruce and Walker were worse in the naming department I thought, their rods were either called Bruce or Walker, followed by a number denoting the length of the rods. The names of the rods started to change when new materials came into the picture. The new materials such as Boron, Kevlar, IM6, IM8 high modulus carbon lead the way in rod names.

In the early 1990s, the Americans were quick off the mark in coming up with new rods, reels and lines. I remember the buzzword for fly lines then was "suppleness". Scientific Anglers' 'Wet Cel' and 'Air Cel' fly lines became vogue, so did the Airflo lines. Then the design advancement in line tapers followed suit. Shooting heads, triangle tapers and amnesia backing too joined the lexicon of fly fishing. The names of the products became fancier by the day. It is now common to hear Xi3, Velocity, Zenith, Finatic etc, even there is a wader called Sonic Pro! Gosh, so fanciful the names are out there, I wonder if Blackadder TV series were written today what would Baldrick's name be.

Having said that, however, I notice lately that my favourite rod makers have changed the way they name their rods. In as much as I like the supreme performance of their rods as I am also used to the X's printed on them. These X's have brought the X-factor out of me I suppose, the feeling of being tall, dark and handsome to the fish. The rod + me = fish! Over the recent years, the rods' names have been so sissy I felt like puking over when holding them. A part from One, a name as acceptable as the superb performance of the rod, the rest of the range are Launch, Approach, Response, Circa, Motive and Method. OMG! For the life of me I would not want to fish with rods of these names. Devoid of spunk to be honest and they mean bugger all to me. But for those in the know, if you string all of them together in a sentence, it sounds quite Masonic actually. But that's not my point, Mr. Wise Old Man.

So, what's in a name? Everything!

Lovely Jubbly,
Irhamy the Guv'nor, Kuala Lumpur

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