March 27, 2006
Brand Naming: Megamalls Rebranded as Gigamalls
I read about a buzzword of the future that represents some interesting product naming opportunities: Gigamalls.
According to a recent article in Arab News, Gigamalls are going to be family-friendly themed "hypermarkets" with a truly international flair. Shoppers will glide between floors using automatic, ramped "travelators" that are magnetized to keep metal shopping baskets in place. These are already being designed in Arabian countries, where the mall has been brought to a virtual art form.
The gigamall will be chiefly characterized by its great size and numerous floors, a departure overseas where mall dwellers prefer one to two floors for their shopping. Some serious brand name research will have to be done to find names that link the concept of the mall with the concept of the sky or the feeling of height.
I think one thing is for certain, though. Mall developers might consider talking to a brand naming company, because I can't see kids of the future saying they're going to go hang out at the "gigamall" or shootin' the breeze at the "gig". Maybe Google should get in on the naming trend and build its own "Gmall" to complement its Gmail service.
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