Archive for January 25th, 2008

Can you pronounce “Freixenet”?

Friday, January 25th, 2008

I was idling through my Google Analytics stats wondering who on Earth (other planets are available) reads this website and how they stumble across it?

Clearly many use Google, and compose some search string or other that chances upon a random thing I have written.  It amused me to see that the most commonly used search string (2.1% of total visitors) to find Confessions of a Wino in the last month was “Freixenet pronunciation”.  It proved that Google was quite clever to read my text to at least some degree semantically.  Perhaps more important, though, was the marketing lesson….or maybe not.

Does it help to have a brand that 90% of people cannot pronounce?  Does that make people go to the trouble of finding out?  Or does it just inhibit them from asking for your product, if for example, like many sparkling wines, it is behind the counter?

For the record, my mate Paul, who can speak Spanish having spent 7 years there, says it is pronounced Fresher-Nett.  And if you don’t want to ask for it, cases of 6 are available from your local Costco.  Fill your trolley…