Bagelsquares v/s Bagelbread

Thomas Squares is a company based in Albany, USA that came up with an innovation in the bagelspace in the form of square-shaped bagels. Initially, they named their product Thomas' Bagelsqaures but then decided to change it to Bagelbread. Let us try and understand why they felt the need to.

The thing about a name like Bagelsqaures is that it only focusses on the immediate change in the product. People exposed to the name Bagelsquares are likely to percieve it as little more than sqaure-shaped bagels. The probelm with this kind of perception is that it doesn't talk to people who aren't too enthused by bagels. What Bagelsquares doesn't do is use the intrinsic perception value in square-shaped bread products. Bagelbread on the other hand does that rather well.

Bagelbread talks to people who are into bagels and people who prefer bread. What a name like Bagelbread does is it expands the scope of the product by using the potential of the shape innovation to the maximum. What Bagelsquares doesn't do is plant the 'bread meme' in the minds of the buyers. It expects buyers to look at a square bagel and make the 'bread connection'. Consumers have too much going on in their lives to be able to make that kind of leap. A name that makes that leap for them is a smarter choice to go with.

Once people see the words 'bagel' and 'bread' in the name, they're open to experimenting with bagels, if they haven't in the past and are already thinking about the ways in which they can have the bagel like they are used to having their bread. What a name like Bagelbread does is it brings to bagels what bread has and to bread what bagels have. Bagels are more nutritious than bread. Bread is softer than bagels. Bagelbread is both. Way to go, Mr. Pankaj Talwar.

Bagelsquares
Stop-start scale: 6/10
Long and Short cut: 7/10
Story meme: 5/10
Übertotal: 18/30

Bagelbread
Stop-start scale: 7/10
Long and Short cut: 6/10
Story meme: 7/10
Übertotal: 20/30