It’s All in a Name

By February 22, 2008Blog

Aciphex, pronounced ASS-ih-fex, is a prescription medication that purportedly relieves frequent heartburn symptoms by helping the body to better process foods. In branding, we often say the most effective product name is the one that: 1) clearly describes what the product does; and, 2) evokes an emotional response from potential consumers. Judging by those standards, I suppose the Aciphex brand name is a real winner.