We love this idea as a great example of a brand team that was incredibly bold in developing a name for a new low-fat spread, with a claim that it tastes as good as butter.  The name certainly stands out and allowed the brand to be a leader in the highly profitable low-fat margarine category. The name drives the claim that is linked to a core insight that none of the low-fat spreads could ever compete with butter for taste.  And developing names linked to a "winning claim" is one of our five recommended routes for developing a name for a new product, service or technology upgrade.

Looking for new claims and inspiration for your own business?  Take a look at how we help leading brands to generate winning insights and ideas.