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Title : Urinal cakes
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Urinal cakes

; I was thinking about urinal cakes today, mostly because I've noticed that they seem to have all but disappeared. Instead, urinals seem to have little disposable scent-infused plastic mats. More civilised perhaps, but it also generates more waste and (maybe I'm just getting old) seems less whimsical.

Let me explain. For those of you who haven't encountered urinal cakes, they are small hard pellets that are scattered in the basin of urinals and which release a harsh chemical odour to mask any human odours that may be lurking around the place. So, to summarise:

• They are small and hard
• They smell toxic
• They are toxic
• They get peed on by many different men

But, language is a funny thing. Because they were called urinal cakes (at least, they were where I grew up) my younger self associated them with food. Mmm, cakes. I did at various point wonder what they would taste like and generally spent much more time thinking about them if they had a more prosaic name (or if they were a disposable plastic mat). No, I never succumbed to the temptation to eat one -- or if I did, I won't be admitting it on this blog -- but the fact that I considered it demonstrated the power of language.

So, is there a point to this post? Not really. But if pressed, I would say it is to understand the power of branding, even if you don't think it matters in what you do. The power of suggestion is powerful, and things with cool names do better than things with lame names. If calling a pee-covered chemical pellet a 'cake' can get a kid to think about eating it (and a quick Google Image Search suggests I was not the only one), imagine what branding can do for your next project.

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