Bait names and branding come under scrutiny this month, and we go ‘through the keyhole’ with our eminent, and always entertaining satirist-in-residence, Bill Cottam…

BY BILL COTTAM

I have always considered a strong bait brand name to be vitally important…

PHOTOGRAPHY BILL COTTAM AND FRIENDS

@COTTAMCARPANGLER

BILL COTTAM CARP ANGLER

WHAT’S IN A NAME?

When I left Nutrabaits in 2018 and found myself all alone in the carp-bait wilderness,

I had a couple of quite productive meetings and toyed with the idea of starting another bait company. Although the wife and I eventually thought better of it, I did get as far as putting together two new bait concepts, ear marking a small group of potential employees and coming up with a new brand name. I have always considered a strong bait brand name to be vitally important, and something that stands the test of time, globally, is obviously a huge advantage. Dynamite, Mainline, DNA, Premier and, dare I say, Nutrabaits are all great names, and those companies have deservedly reaped the rewards from their powerful branding.

My idea for my second proposed tilt at bait world domination was provisionally going to be ‘Bill Cottam’s Carp Nutrition’, which I think could have had legs and potential longevity, had I pursued the project.

I was guilty of poking a bit of fun at some of the brand and bait names kicking around in Europe in the previous carnation of ‘Carping Allegedly’, one of my undoubted favourites being an Italian company called Carp Enemy, who-no doubt after months of boardroom brainstorming-decided to call their new wonder product ‘Shit’!

“I did mention that if the set-up police came round, he could well face the indignation of not being deemed sufficiently carpy, and could potentially have his green ESP chunky knit confiscated, but I digress…”