BOHAN partnered with Ipsos Public Affairs on a survey about how Americans view their first names. Check out the story in USA TODAY: http://ow.ly/kU5a5 and view our infographic showcasing our research below the fold.

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By Hollie Rapello

After I shared my experience of ‘rebranding’ my one-year-old son with my BOHAN workmates, we embarked on a little research to find out what Americans really think about their names. Our “What Did You Call Me?” research study was conducted by AKK Research and Ipsos Public Affairs and revealed many insights into what works and what doesn’t when it comes to names.

From a marketing perspective, we found that a good brand name and a good baby name can have more in common than you might think. Many of these “Ten Naming Wins” looked familiar to us from our experience recommending brand names to clients. For example, different can be good, but only to a point. Take the brand name “Apple” for example—definitely unique, but short and easy to spell—all attributes that made it to our “Ten Naming Wins” list. Maybe Gwyneth isn’t so crazy after all?

Choose something different (especially for girls) … 

We like to be unique! It’s the number one reason Americans gave for why they like or love their names. And women were almost twice as likely as men to say they like or love having a name because it’s uncommon. 

… but not too different 

Let’s not get too wild.  While Americans like having a name that is unique, they don’t want it to be too weird.

Keep it in the family (especially for boys)

Americans like having a family name passed down through generations. Men are especially happy with a family name.

Go simple:  short, easy to say and easy to spell

We’re a practical bunch when it comes down to it.  Americans told us that they like having a name that is easy to live with in everyday life.

Never too long and no creative spelling

Nothing turns Americans off to their names more than having to deal with creative spellings and long names that are difficult to pronounce – one of the top reasons cited among those who dislike their name. Just don’t do it!

Traditional is OK, especially for boys …

Your grandparents were on to something. Traditional names still work, and men especially report satisfaction with a name that is traditional.

 … but not if it’s too common

We don’t necessarily like being one of a herd of Jennifers or Johns. “It’s common” was a top reason mentioned by those who “don’t like” or “hate” their names.

Be guided by your heritage, culture or religion

Americans seek connection.  Those who like their name are five times more likely than those who dislike their name to say it has cultural or religious significance.

Give them the story

We love to hear stories about ourselves. This holds especially true when it comes to the genesis of our names.  Many Americans who like or love their names know the story behind it and like to share it.

Just do it!

At the end of the day, it’s tough to mess up a child’s name. Most Americans say they at least “like” their name, including a third who say they “love it.” Almost half say their name “suits them” and sometimes they embrace it simply because it was picked out for them by dear old Mom and Dad.

By Hollie Rapello

It was a very personal and public branding ‘oops’! 

After 15 years in the advertising business working with some of the most well known global brands, I goofed on the biggest branding assignment of my life:  the naming of my son.  Mind you I had plenty of time to do the necessary research, spending the last two months of my pregnancy on bed rest with nothing better to do than research names and read the Twilight series, which by the way was the most embarrassing purchase of my husband’s life “I’d rather have been sent in for a jumbo box of tampons than stand in line with those books!” (the notion of buying books at a bookstore now seems quaint, huh?)

Oh, the endless considerations:  is it better to have a more search optimized name like “Ivan Wicksteed” (yes he does exist and is the newest CMO at Old Navy) or a more anonymous “Joe Smith” online existence? Is the name easy to spell? Does it have global transference (in the UK, John Thomas is slang for male genitalia for instance)?  Is it too common—will he be one of five in his class?  Does it pay homage to his family heritage?

And yes, I had consultants on the branding case as well.  One of my closest friends was a researcher for IPSOS and felt my name choice was “classic.”  Another friend surveyed from a different area of the country thought it was “timeless.”  

However, once my son was born and wore his new name for a few months, my husband and I started to second-guess our name choice.  It just wasn’t right for him!

Well, it turns out, we weren’t alone.  Sitting in a Connecticut judicial office waiting to officially change our one-year-old son’s name, I struck up a conversation with a lovely French lady.  She told me that she and her husband disagreed so vehemently on the name of her son that they both called him by a different name until he was 17!  At that point he chose to be called by his Mom’s name of choice. (clever boy)

If a seasoned marketing professional billing upwards of six hours a day to project “Naming Own Son” didn’t get it right (I was my own target market for goodness sake!), imagine what marketers are facing today when branding products? Even with endless data and micro-targeting ‘getting it right’ can be an elusive goal.  Especially when it comes to speaking to Moms. 

According to Kat Gordon, founder & creative director of Maternal Instinct marketing, “…research tells us 71 percent of women feel brands only consider them for beauty and cleaning products. If your company sells something other than ‘mops and makeup,’ you’ve got a tremendous opportunity to catapult your brand to new places.”

Our agency has written about marketing to Moms for the past four years and we’ll continue to bring you the latest trends and forecasts on this vital target.

We’ve redesigned the site and added in some new content areas we hope you will enjoy.  And we’ll be featuring some of the women (and men) who we admire and learn from when it comes to marketing to Moms. 

In our first post series we’ll continue to explore the idea of personal branding as it relates to Moms and their children.  How do brands and marketers influence how we present ourselves as parents?  What personal branding choices do Moms regret? Which do they embrace?  Which are aspirational? Can brands get a head start connecting with Mom before the baby is even here? We’ll explore these questions and look forward to getting your perspectives as well.

Oh, and I am the newest contributor to “Why Moms Rule.”  I can’t wait to get to know you. 

Sincerely,

Hollie Rapello

By Hollie Rapello

This weekend I attended the Mom 2.0 conference, where influential bloggers, entrepreneurs and brands converged “to discuss ideas and forecast what’s next for women online and in the marketplace,” according the organizers. It was my first time to go … and it was an experience. I met creative, talented, hard working writers and entrepreneurs. I met producers from the HLN Network and The Today Show. I met brand marketers and a handful of PR professionals, consultants and social marketing entrepreneurs. I met Rob Candelino, VP of marketing (for all of Unilever skin care brands). But guess whom I didn’t meet? Not a single ad agency executive! Really?!

On my way to the conference, I met a former colleague for lunch in L.A., and she commented, “Oh I’m sure you’ll see a ton of New York ad people there—they all have a mom practice now!”

So, I combed the event for my peeps. I even asked the Mom 2.0 organizer if there were any of the major (or minor) ad agencies in attendance to make sure I wasn’t overlooking someone. She confirmed there were not. Whaaa?

Perhaps they felt that this was all about connecting brands with bloggers and that was the domain of public relations. Perhaps they read Katherine Rosman’s shortsighted Wall Street Journal article that dismissed the event (and caught major hell for it). Whatever the reason, they missed a rare opportunity.

It was an account planner’s dream—a non-stop focus group on steroids! Here were the uber-influential moms that millions of other moms look to for advice on everything, including what brands to buy, ready to share their insights on stage and off. What an incredibly accessible, friendly and exuberant group—all in one place. Do you know how much “blogger outreach” time you would have to bill to connect with this many moms online from the office?

As I mentioned earlier, Rob Candelino, VP of marketing for Unilever skin care brands (yes, all of them), was there to launch the latest iteration of the Dove campaign. He charmed the audience, asked for their support and stayed afterward to talk to attendees. He’s a busy guy people! 

Ad agencies—where WERE you?

I’ve seen some marketing and agency people bristle at the term “mommy blogger,” relegating them all to a category of “coupon/discount/money saver” types—not the best target for building a brand for the long term.

However, I’m here to tell you that this group was anything but “just coupon clippers” (although one of the most digitally savvy bloggers I met was an offer blogger). These were the rock stars of influentiality (yes, I made that word up) and they all had a unique point of view there for the taking. I hope ad agencies will open their eyes to the importance of the Mom 2.0 conference in the future because these women have influence that is real and powerful stuff.

By Hollie Rapello

First-time Moms are listening, discovering and arguably more tuned in to your brand message than anyone at anytime will ever be.

In a recent study of more than 1,900 Moms, Kelton research found that “over half of expectant first-time Moms (58 percent) admit they are consumed by thoughts about what products they need to buy their babies.” And as perhaps a sign of bad economic times, “… nearly four in ten (37 percent) of Moms express overall guilt about not being able to afford a specific baby product.”

Mommas-to-be are in “buy” mode, representing $16 billion in spending power, according to Eric Mower + Associates. It’s no surprise that, according to Kelton, “three-quarters of Moms surveyed have cut back on dining out, clothing for themselves and entertainment. Only 13 percent have taken the same savings measures for their impending or new baby.”

These findings remind me of when I was presented with “The List.” I was seven months pregnant with my first baby, my daughter. One of my friends, an incredibly talented interior designer and one of those hyper-organized individuals on my “I want to be more like” list asked me if I had everything I needed ready for the baby.  When I replied, yes, the crib is coming and I have a few clothes, she looked at me as if I had three heads.  “Oh, you need ‘The List,’” she said. “My friend started it and I’ve added some. It’s quite comprehensive.” Comprehensive was an understatement—it came itemized (15 white 100% cotton onesies), with specific brand recommendations (California Baby sunscreen, spf 30, no fragrance) and was about 100 items long. It covered everything from BPA-free bottles to burp clothes. After breathing in a bag and emailing it to my husband, we set about checking off the items “The List” recommended. It had come from two Moms I admired after all!

However, unable to take someone else’s word for it alone, “The List” sent me into a hormone-fueled research project to make sure I was buying the safest, most natural and cutest products for my baby.

This life event represents a huge opportunity for marketers. It’s the only time Mom has complete creative license to design the idea of what her child might be. And every purchase brings the idea of motherhood into clearer view for new Moms. It’s one of the rare times in life when ordinary packaged goods like diaper cream can have real significance.

I believe marketers can help define this moment in time for Moms. However, the Kelton research study indicates we aren’t doing a very good job. They found that “when it comes to the constant bombardment of baby-related advertising, a growing segment of the Moms surveyed tend to feel overwhelmed (23%), anxious (20%) and confused (20%).” 

So, there is much to be improved upon in the world of marketing to first-time Moms.  Below is my list of six tips to consider when talking to this hyper-tuned in target:

1. Be honest and consistent in each and every way you talk to a first time mom. (Mustela is a winner with “bump diaries” on Facebook http://www.facebook.com/MustelaUSA)
2. Be bold and clear with your brand personality.  New Moms borrow attributes of your brand in shaping the identity of their new baby. (mini Boden does this well http://www.bodenusa.com/en-US/Baby-0-3yrs-Clothing.html) 
3. Help Moms paint a picture of what will be. (Check out “Live” from Ikea https://www.ikeafamilylive.com/en/childrens-room-design-ideas)
4. Get your product in the hands of influencers, whether that be Mom bloggers, Moms at “meet-ups” or celebrities. Word-of-mouth is crucial. (Orbit seems to be the choice stroller for celebrities today http://www.orbitbaby.com/)
5. Finally, above all else, build a track record of quality and reliability. (Johnson & Johnson does an amazing job of this. And they took the lead digitally with the quick rise of Baby Center, reaching 14 million American Moms a month. http://www.babycenter.com/)  Check out the classic J&J spot “Having a Baby Changes Everything” along with the more recent “You’re Doing OK Mom”. And I dare you not to tear up!

By Hollie Rapello

Erin Lang is a mother of two young boys and an inventor/entrepreneur.  When her first son was a newborn, Erin discovered a need that had been overlooked by major clothing brands.  The traditional onesie had some serious design flaws that Erin addressed in the creation of “ZIPaboo”  www.zipaboo.com. Her product has been embraced by Hollywood and main street moms alike for helping make diaper changing easier.  Why Moms Rule caught up with Erin to ask her about her experiences as an entrepreneur marketing to moms:

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