Good naming and good marketing weren’t invented yesterday.
Consider the story of John K. Hogg, a manufacturer of soap in Frederick, Maryland. Mr. Hogg had a concept for a special soap, so he applied for a trademark.
Star Soap, he called it. A star symbol was to be “printed, stamped or impressed upon the outside of each piece of soap,” as he wrote in his application.
This was a soapmaker with real naming and marketing chops:
- A simple, one-syllable name.
- A highly meaningful word to convey both his aspirations and the quality of his product.
- A physical symbol built right into the name.
And the rest of the story?
On October 25, 1870, John Hogg was the recipient of Trademark #9. That’s right, the ninth trademark ever issued by the United States government.