It’s that time of year when we start developing new products and thus have to come up with new names. After a few weeks of brainstorming sessions and trademark searches, I’ve come to the conclusion that naming babies might be easier. Nonetheless, it is a pretty fun and creative process and we gather input from lots of Lamkin employees. Of course, the naming experts have a lot of guidelines for what constitutes a good name–visual appearance, distinctiveness, depth, energy, positioning, sound, trademark availability, international compatibility, etc. Quite simple, right? Hardly. Of course, we can definitely over-think the process. Yes, a name is important, but the marketing and advertising behind it, not to mention the most important aspect–the product’s quality–will determine its longevity. I remember hearing many names for the first time and wondering why this or that company thought they made a wise choice. I must admit, when I first heard “Big Bertha” years ago I said to myself, “What a strange name.” Well, the product sure took off.
Last year when we doing our product naming we were thinking about Lamkin’s 85 year family history. 3GEN represents the fact that third generation is now leading the company, and it also signifies an advanced generation of synthetic rubber. (Who knew at the time that one of our competitors would come out with 2GEN.) As for N-DUR, it reflects the enduring history of our company, and also the fact that Lamkin grips are known for their durability. Another nice thing about both names is that they fit easily on our end caps! Lastly, they passed the trademark test. You’d be amazed at how many names we thought of did not.
I’m not ready to share our 2011 choices but I can say that they continue to expand on a common theme and legacy–one that we are proud of. Stay tuned!
All in all, it was a successful event, particularly the Demo Day which was held the Wednesday before the Show at Orange County National. The driving range there is phenomenal, a huge circle in which all the golf equipment companies line the perimeter and the attendees hit balls toward the center. Thank heaven it was sunny, even though the temperature wasn’t exactly what I envisioned for Florida. I’m grateful to have worn a winter coat. (Okay, I’ll admit it, I’m a Southern California weather wimp. No one from the East or Midwest was complaining.) 
The Show was also a chance to celebrate Lamkin’s 85th birthday. A huge card from PGA Magazine was propped up against our video screen which featured clips from Arnold Palmer talking about the importance of the golf grip, how his signature drink came about, his association with Lamkin, and the advancements in grip technology, including our new 3GEN synthetic rubber. Graphics in the booth featured our new ad campaign, now appearing in print in the national golf magazines and also online. It plays off lines from Caddyshack. As you might imagine, the research behind it was exhausting…many hours of movie watching.
It’s always entertaining to get a group of golfers together and have them recall their favorite scenes and lines, It’s amazing how many websites are devoted to this, but I suppose it makes sense, the movie, like Lamkin, is a classic!