Can Your Marketing Team Sell Patagonian Toothfish?

Take a look at this fish:

It is hideous. Would you eat it? I sure as hell wouldn’t. If I were to catch this fish I wouldn’t even bring it into my boat. I would cut the line for sure.  I wouldn’t even want to touch the thing.  However, the truth is, I have eaten it…. and if you’re a fish eater, you probably have too. 

Chilean Sea Bass, originally known as the Patagonian toothfish, is one of the most popular menu items in fine dining restaurants today. The made up name, Chilean Sea Bass, was a marketing gimmick to make it sound more appealing to restaurant patrons. (Would you order the Patagonian Toothfish off a menu?) 

There are dozens of examples of marketing gimmicks like this that have taken something that sounds ugly and unappealing to something that appeals to the masses. All it takes is a simple change, a new name, a new package, a new logo. Are you currently marketing your Chilean Sea Bass as Patagonian Toothfish? If your product or service isn’t working the way you want it, then maybe you are.  

What can you do differently to change your Patagonian Toothfish into this?


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