March 21, 2006
Great Brand Names in Search of a Market
I've always liked the Segway brand name and product.
As you may know, Segway is the phonetic spelling of segue, which means to proceed or follow to the next song. A perfect product name. The Segway is a human transporter to get one from point A to point B.
The company recently introduced another product with an evocative and appropriate brand name. The Centaur is a four-wheel device that is propelled by a combination of human power and horsepower in the form of a battery. Again, as you may know, in early Greek literature, centaurs were the first expert riders that were half human and half horse, and the source of many fables.
In my opinion, these product names, or brand names, are evocative, clever, and fit the products and their target market. Both the Segway and Centaur are relatively high-ticket items that would likely appeal to the well-heeled and sophisticated.
I'm less enthralled with the company's tagline or slogan of "Get Moving." This tagline could apply to many products in many categories and therein lies its weakness.
Although the brand naming is great, observers have noted that these are products in search of a market.
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