Can We Beat “Alternative Medicine”

Sometimes naming a product, a service, or a category is a decision that needs to be considered wisely.

This name change will create a difference in perception and create a new meaning for the product because it would reframe it.

Let’s remember the journey of Coca-Cola. When consumer trends turned towards the low-sugar products, especially when female consumers began to prefer products with fewer calories, Coca-Cola alternatively launched a low-sugar product and called it “Diet Coke.” After a while, the company realized that male consumers were not buying this product, so they tried to put it in a new framework with “Coca Cola Light.” Meanwhile, the distance of the male consumer towards the product has continued. Therefore, a more masculine framework was needed for the still unconvinced male consumer, so this is how “Coca Cola Zero” was born.

One of the successful examples of this new framing is the “Wellness” trend that has come into our lives recently. Wellness is such a mighty name that almost everything under this heading is perceived positively, and it can easily find a place in daily life for the target audience. A great framing that doesn’t even need to solve any consumer problem. Many different categories such as meditation, yoga, breathing, shamanism, sports, nutrition, sleep, psychotherapy, bioenergy meet under the umbrella of “Wellness” with the promise of spontaneous healing or getting better. Honestly, it’s one of the best marketing efforts ever. It has created and will continue to make cultural changes worldwide.