Sunday, May 11, 2014

Why The Obvious Choice Is a Bad One

I happen to see that Hotels.com latest tagline is "The Obvious Choice."  Of course, this makes perfect sense because when you need to reserve a hotel room online... duh, it's in name itself.  But where their logic falls apart is that they are having to explain to consumers what, even they claim, should be obvious to them. 

This is evidence that their name isn't working.  Obvious names make a terrible brand names.  The best brand names are unique, not generic.  For instance, check out this list (From AdAge).

I would have thought that that fact would be obvious to the marketers of Hotels.com.

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