Naming your Pasture

Here in Arkansas, we've all seen former cow pastures brought to development life with glorious names evoking Tuscan vineyards or majestic bodies of water which look nothing like the wet weather drainage ditches running through them. Does such seemingly over the top branding work?

Here in Arkansas, we’ve all seen former cow pastures brought to development life with glorious names evoking Tuscan vineyards or majestic bodies of water which look nothing like the wet weather drainage ditches running through them. Does such seemingly over the top branding work? Well, yes, say two UGA professors who have studied the value of street names in this WSJ article.

The premium, Zahirovic-Herbert and Chatterjee found, comes from a certain “snob value” that is valued mostly by wealthier consumers who want to look like hotshots in everything they buy.

“The reason is that it captures the prestige associated with living in a particular neighborhood or subdivision and, therefore, represents conspicuous consumption,” the report says.

Well, by all means then carry on with Bordeaux Lane, Seville Drive, and Appian Way. I feel more cultured with every mile, and you make a few more dollars per square foot! Now that’s a win-win.