When companies are creating new products, many put a great deal of effort into determining how to position them and what to call them, because these things can have a huge influence on how the products are perceived.
For example, you can buy a scented candle at the dollar store. You can also buy a rather similar-looking scented candle with a nicer label and fancier-sounding name at a high-end retailer for $30 or more. For all you know it’s the same candle. But the differences in positioning and name can completely change your perception of what each candle is worth.
|POSITIONING, NAMES & PERCEPTION
You see, when I was 11 I was diagnosed with scoliosis, a side-to-side curvature of the spine. This was no surprise, as at the time my mother’s back was quite visibly crooked. When I was 12 my spine got worse, and I was told I would have to wear a back brace until I finished growing.
I was not happy
But even worse was the prospect of having a horribly curved spine like my mother’s; I was determined to wear the brace.
An unusual solution
As it turns out, calling the brace “Elinore” instead of “my back brace” completely changed my perception of the situation and made it easier for me to cope. In my mind at the time, I never had a back brace. Nope! Not me! I had Elinore.