TJ's v/s Tihar Jail

TJ's is an Indian brand of potato chips, pickles, jams, bread, biscuits and cakes made by the inmates of Tihar Jail. (Hat-tip to Bradnama for this bit of information.) Whoever thought of the name for this product has done a fabulous job. Apart from the fact that Tihar Jail would never work as a brand name for products patronised by the judgemental middle-class, TJ's also works because it looks better than 'Teejays' and has all the phonetical virtues of 'Teejays'. A strong consonant sound to start and break the name. The most common vowel sounds in the human mind to continue and end the name. The dynamic 'way' sound to cut through the clutter. And the coolness factor all initialised nicknames have.

Initialised nicknames have spaces in our mind that reference qualities of familiarity and peer-group approval. Another case of the 'TJ's-effect' is the case of 'PJ's' for an Irish pub called 'P. J' O'Reilly's' in Abu Dhabi. All this to say two things. One, if your brand name is an initial, you've got a better chance of being remembered and admired (important when it comes to a brand name). And two, if you don't want to go with initials for a brand name, at least pick a name that can be shortened and remembered as an initial. Interestingly enough, if you study some of the branding tendencies of whisky makers in India, you'll see how well initials work for them. Initials are easy to ask for. Most people don't like asking for things. And that's why you could do worse than choose an initial as a brand name.

The problem with initials: They're common. Solution: Make sure the story behind the initials is an interesting one. Interesting stories help people remember the abbreviated form better. And abbreviations are a better way to remember the story. Caveat: The second initial of your brand name must not be a vowel. Research will show you that the best remembered 'initial' brand names all end with a consonant.