What's in a name?

[I.B. Washincars]

A couple years ago when everyone was adding some type of super-protectant like Rain-X I felt I needed to as well. Since I refuse to buy Rain-X because of their strong-arm tactics, I settled on a product from Turtle Wax named "Total Turtle" solely because of the cute and memorable name. I guess it worked as intended, but I really didn't care that much. I just liked having that cutesy name on my menu sign. Recently I needed some more, only to learn that it has been replaced by "Ice Instant Shine". What the he!! kind of name is that? What does ice have to do with wax? Why would you scrap a catchy name relating to one of the most recognizable brands in the industry for some boring, generic, mundane name? Am I missing something?

 

[JustClean]

If it is as good as their Ice spray-on-wax I wouldn't waste a thought. With that spray-on wax you can go over paint, rubber, trims, glass, etc. without leaving any residues. I use it all the time. If they've come up with something giving the same result in the IBA as that hand wax you are on a winner.

 

[jprb]

Black Ice little trees are my biggest seller. Maybe ICE is the new catchy term to sell stuff!

 

[lighthousecarwash]

The answer is nothing! Run the new product...hopefully it's awesome, and keep your menu board the same. You will be the only one that knows.

 

[robert roman]

I believe Turtle Wax is trying to make an analogy as in “slick as ice.”

All of my clients who sell a total body product (rain-x, ice, double bond, etc.) sell a very high percent and average over $10 a car.

The value proposition to consumers from such products is shine and protection.

The fact customers continue to buy these products in numbers attest to their ability to deliver on the promise.