Have you heard of Salonpas? I wouldn't blame if you haven't. First of all--what is that? It sounds like it's French and has to do with hairstyling. Second, if you have seen the commercials for it on TV, you may have thought you were watching the fake product ads on Saturday Night Live.

Between the low production value and the weird name, these commercials look like they could be reigning in the midnight to 6 am hours. But what had me shaking my head was what I consider one of the worst slogans of all time:

"Nothing's been proven to beat the relief."

What does this mean? It means that there is no proof that anything works. That might be true in the case of Salonpas.

The takeaway here is that the name of your product or service matters. If you are going to be "different" then you better do a good job of explaining exactly what you do. And remember, slogans and taglines are more effective when they are clear.

See for yourself:

[youtube http://www.youtube.com/watch?v=eX4WVN4YN0Q&amp;w=560&amp;h=349]

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