I Know What The Family Name Is, But Do You Have To Call The Company Crappy Foods?
MayorBob.
Posted to Business on Thu Jan 18, 2007 at 11:28:06 AM EST (promoted by port1080). RSS.
Branding a product or a company is important because the name will be its face to the public. It's so important that there are companies out there specializing in branding, making big bucks as a result. Thus, when you're thinking about branding your product or company, you want something distinctive and not distasteful, something that will stick in consumer's noggins but not in a bad way. Think of successful brand names, stuff like Lexus or Coca Cola and you automatically think of something posh yet practical or sweet and refreshing. Or, in the case of cheaptickets.com, their name is what they do But, what happens when the brand name makes you scratch your head in wonderment as to why they ever decided to call it that? What happens when what you have is bad branding? Apparently, it's not all that hard to do and there are several good ways to insure bad branding.
We've all heard stories about stuff branded in the US which didn't play too well abroad. The most well-known example is apparently false. However, there still are cases aplenty where the branding or marketing of products doesn't translate well. Pepsodent is not a big seller in parts of Asia where teeth blackening is either very sexy or a mark of maturity. Don't even get them started on the toothpaste's marketing line "you'll wonder where the yellow went." Sometimes the disfavor is returned as the German launchers of whoryou.com might have given a bit of thought to how the name of their site might sound to any family-oriented photo sharers in the English speaking world.
Enough of when US branding mishaps abroad. What about stuff branded here with the full intention of being sold in the United States? I'm not talking about cases where the brand name was a play on words or accurately describes its purpose. I'm talking about cases where the name, innocently given, still induces reactions ranging from incredulity to horror. For instance, considering what happened to the aviatrix, one wonders why any company would offer a line of luggage branded Amelia Earhart. But then, considering the track record of commercial air carriers, maybe the brand has possibilities. I don't know about anyone else, but anytime the words poo and life are strung together the combination isn't necessarily something I want to add to the swimming pool. And when the company formerly known as American Express Financial Advisors changed its name to Ameriprise (combination of American and enterprise) it lost the valuable brand name of AmEx and left us with what mental image exactly? According to some people, it's just an attempt to cover up its tracks.
Obama Ready To Run - But Is The US Ready For Him? >
