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April 30, 2006

Product Naming: The Pesky "W" of Wii

Wii LogoI am convinced that Nintendo’s claim that "Wii" is a brand name everyone in the world can pronounce is more optimistic than accurate.

Not only do we have to deal with the Great Vowel Shift of English, which makes it the only European language which pronounces a long "i" to rhyme with "tie" rather than "tea," but then there’s that pesky "w".

Wii controllerIn our April 28th Wiii brand naming post we mentioned the Welsh use of "w" as a vowel, but what about the way German and other Germanic languages pronouce "w" like the English "v"?

Though as a name, "V" might be a great improvement on "Wii." Vii haff vays of making you buy this game console.

Then there are languages like Italian and Greek which have no "w" at all, meaning that "Wii" as a sound doesn’t naturally exist for them, much less have any meaning.

And Modern Greek uses an "ou" to simulate a "w" when writing out names like "Washington," which comes out "Ouassington."

Which brings me to the point that any proper name should be pronounced the same way in any language — that’s what distinguishes it from ordinary nouns, which just get translated.

So, in a sense, Nintendo could make the same claim about any product name or brand name, the way any of us could make it about our own names. For instance, my colleague’s name, William Lozito.

Here are some other blogs that have been posting about Wii:

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Posted by Diane Prange at 7:14 PM

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Google Brand Name Change: Much Ado About Gu Ge

GoogleConventional marketing wisdom and common sense dictate using one global brand name for a company doing business globally.

However, "when in China, do as the Chinese do" might apply. Google may have sold part of its soul with the name change in China to Gu Ge (which means something to the effect of "Song of the Harvest of Grain").

But there's another way to look at this: China has four times the population of the US, and its economy is growing three times faster. You do the math.

Gu GeThere's a lot of noise on the internet these days about a backlash over the Gu Ge name in China. According to an article from Deutsche Presse-Agentur, reprinted by Tech Monsters and Critics, about 10,000 Chinese consumers have suggested up to 50 alternative names for Gu Ge, with about half of them favoring keeping the "Google" name.

These 10,000 consumers, as a percent of China's 1,307,000,000 population, is equivalent to comparing the population of Three Fork, Montana or Elk Point, South Dakota with the total population of the United States (299,000,000).

Never heard of Three Fork or Elk Point? That's my point. A New Coke debacle it's not. It's barely a whisper. Google is wise not to take legal action against the www.noguge.com site. Doing so would only make the site a cause célèbre.

Who knows? With the center of gravity shifting to China and India, it's not incomprehensible that Google's global brand name may someday be changed to Gu Ge.

Here are some other perspectives on the Gu Ge brand name:

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Posted by William Lozito at 6:05 PM

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April 29, 2006

Links Du Jour - Wii Brand Name Edition

Nintendo's choice of "Wii" for the brand name of their next gaming console, which I wrote about yesterday, is being talked about all over the web. Here are some of the opinions I found to be of interest:

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Posted by William Lozito at 8:30 PM

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April 28, 2006

Brand Naming: Wii Wii Wii All the Way Home

Wii LogoI have to add my voice to the coming from the gaming world over a new Nintendo brand name called Wii.

Nintendo has come out with a explaining the name, which is meant to be pronounced “we” (as in “we all play”). They claim the name reminds us that “this console is for everyone” and that "Wii" can "easily be remembered by people around the world, no matter what language they speak".

But it could be mispronounced "why", or perhaps some would pronounce the two i's separately. If you do, you might get “Why I?”, a question many of us ask ourselves on Monday morning when some gamer is playing with one of these things in the next cubicle.

More likely, it could be mispronounced “wee”, which is just not an association you need with a hi-tech product name.

In some languages, like Welsh, where the “w” is a vowel pronounced “oo”, you might get oooh-eee, which for a game might be OK, but most of us are not Welsh and if you are not, that particular pronunciation sounds like a call for the pigs, another big no-no.

Nintendo says “together, Wii will change everything” but I’m thinking the first thing they should change is the name.

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Posted by William Lozito at 3:12 PM

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Links Du Jour

  • - Some names just beg for controversy, and this one is no exception. I think these guys have done their branding research and are stirring up trouble just for its promotional value. For those of us who don't even like the IDEA of snakes on a plane, the likelihood of actually running into an airborne serpent is low.
  • - Here's a cool way to promote your company name: get it installed into people's GPS units. So, when folks are looking for some address, your logo pops up--presto!--just a block away from their intended destination. Dunkin' Donuts and Cold Stone Creamery have already embraced this technology...
  • - Or at least Steve Rubel predicts. Kind of a funny idea when you consider the product names iPod and Podcast are clearly linked, but with the introduction of BerryCast for the Blackberry, I have to admit I see some grim times ahead for the iPod version. Blackberrys will be easier to use. And you gotta love the name.

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Posted by William Lozito at 12:09 PM

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April 27, 2006

Links Du Jour

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Posted by William Lozito at 12:13 PM

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Brand Naming: This Fragrance Was Made for Lovin' You

KissThe 70's supergroup Kiss is back with a , joining ranks with the many other singers offering with their celebrity brand names.

It seems to me that very few blood spitting, make-up wearing heavy metal bands have the right name for a fragrance. Motley Crue and Def Leopard, for instance, are two difficult brand names to imagine as a cologne or perfume. But, Kiss just happens to have a scent-friendly brand name despite their pretty scary image.

The Kiss line will to include a fragrance, shower gels and body sprays. The ads will link the distinctive make up worn by the band (and its dragon-tongued lead singer, Gene Simmons) with, interestingly, Venetian masks (that’s some good brand research at work).

The slogan will read “You never forget your first…” with the traditional Kiss logo, followed by the tagline “Fragrances Made For Lovin’ You”, referencing the group’s hit song “I was made for Loving You”.

I think this is pure nostalgia branding at work, of course, but Kiss has always been a bit different and the scent will stand apart from the tamer offerings by such celebrities as .

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Posted by William Lozito at 11:06 AM

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What To Do When Your Name Is Mud

SiltSometimes what a small (or big) town needs is a name change.

For instance, what do you do when the name of your town is ?

A whole bunch of residents are unhappy about the name, which dates back to the nineteenth century when trains used to kick up clouds of silt around the fledgling town, leading locals to post a sign by the tracks that warned, “Watch Out For Silt."

Fast forward to 1989 when someone slapped a bumper sticker on his car that proclaimed “Silt Happens”. This was pretty embarrassing, so in 1992 a number of residents tried to get the name changed, which led to a slogan contest in 1999, in which the winner was “Where the Sun Rises with a Smile and Sets in Your Heart."

I think that may be a nice slogan, but people still hate the name. Proposed changes are Ferguson or Ferguson's Crossing, Cactus Valley, Grand View and Grand River.

The town residents vote on it on May 8th. I think Grand River sounds just...grand.

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10:12 AM

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April 26, 2006

Windstream - This Brand Name is a Winner

NameCommunications stalwart Alltel has changed its name to and will trade on the NYSE as “WIN”, allowing it to ‘win’ with customers (or so the new CEO Keith Paglusch hopes).

The company will be formed through the spin-off of Alltel’s communications business and its with VALOR communications, forming a formidable voice, broadband and entertainment brand for the rural USA.

The Windstream name, I feel, is an attractive one and perfectly placed, as the company will function in the “windstream” of this huge merger and of what remains of Alltel itself, which will be a pure-play wireless service for about 11 million customers across 34 states.

I also must say that having a ticker name like ‘WIN” is pretty nifty - it is surprising that it wasn't snapped up years ago following some brand name research by another company.

The typography and fonts, as well as its Web site, look fresh and new, and the green Windstream logo recalls wind, electrical communication and long distance - not to mention the green hills of Southeast America.

Well done and good luck, Windstream.

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Posted by William Lozito at 3:24 PM

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Links Du Jour

  • - Here's a novel way to get your product name and URL out there: on the torsos of sheep. And it works...
  • - Some pharmaceutical product names and slogans, like Mucinex (Mucinex in, Mucus out) are pretty gross. Now they are graphically disgusting as well thanks to in-your-face ads and yucky web games that make you remember the brand names. The branding research going on must really be gross...
  • - Nationwide is offering to put your name beside theirs on Times Square as part of its Life Comes At You Fast promotional campaign. This technique is an interesting mix of personal branding with promoting a company name.

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Posted by William Lozito at 1:24 PM

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Brand Naming: Intel Picks vPro for Its Business Brand

vProIntel is forging ahead with its strategy to lend its brand to PC functionality rather than simple power through the of its vPro brand platform.

In my post on January 2nd, I discussed how Intel moved away from the nebulous "Intel Inside" slogan towards a more integrative brand name by using the "Leap Ahead" slogan. The Intel strategy supports branded platforms and processor platforms.

Intel's Centrino platform combined a processor, mobile chipset and a wireless chip while Viiv is all about home entertainment on PCs. Intel's new strategy is clearly allowing the company's name to be all things to everyone and, more exciting, allowing it to use branded platforms to support a plethora of smaller, more technical brand names.

For instance, vPro will offer security solutions for business users through offering what Intel refers to as Active Management Technology (AMT) and Intel Virtualization Technology (VT) both of which offer IT departments PCs that are easy to manage and which is more energy efficient.

I haven't always been a fan of Intel's naming strategy, but what we are seeing now is a brand literally honing its personality and becoming much more defined. And what's more, it seems to be working.

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Posted by William Lozito at 1:03 PM

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April 25, 2006

Links Du Jour

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Posted by William Lozito at 2:00 PM

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April 24, 2006

Earth Day: The Products Are Great; The Brand Names May Not Be

EarthApril 22nd was , which puts into focus Earth-friendly products and brand names for today.

I think that the people at Coolhunting have found an interesting array of Earth-friendly that appeal to those of us interested in saving the planet; they also have directed us to the “” range of disposable plates.

There can be no doubt that social activism and concerns should have a direct link to brand naming and brand name research. At least one has made its entire focus on environmentally friendly products, including, amazingly, and “” from the amusingly and forthrightly named Goodkind Pen Company.

I think the company name is OK, but the product name “woody pen”...may need some work.

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Posted by William Lozito at 10:38 AM

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Links Du Jour

  • - This can has to be great news for beer lovers but I would imagine that Miller will have to do some serious brand name research and come up with a new name for the beer that gets put in this can. It's called the I*C*Can, an unfortunate name because it sounds like "I See Can", but I am sure Miller will rename this when they fill it.
  • - Ben and Jerry's made an untypical naming blunder here. We linked to this on April 12, before the news broke about the brand name's murky past. This just goes to show you that brand naming research is crucial, even for fun loving dudes like Ben and Jerry.
  • - Interesting blog on how to keep your brand name fresh in people's minds.

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Posted by William Lozito at 9:18 AM

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April 21, 2006

Links Du Jour

  • - You gotta love the guys at Owens Corning who have given the Pink Panther, their insulation brand icon, his own blog. The Pink Panther, despite the fact he cannot talk, is practically a brand name unto himself and---surprise, surprise---when he starts blogging, he has LOTS to say. I want to see if his arch nemesis, Inspector Clouseau, gets HIS own blog.
  • - A new social site with an interesting name to help women socialize safely is set to be a direct marketing tool for advertisers looking to reach the 30-50 year old female demographic.
  • - These guys are serious. With names like “Big OX” and “OGO” is seems like some brand name research in order. Right now you can get products with names like “Mountain Breeze”, or “Mint Escape” or “Tropical Breeze”.

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Posted by William Lozito at 9:56 AM

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April 20, 2006

Links Du Jour

  • - An interestingly named fictional Japanese programmer takes on London to build the Virgin brand name.
  • - There's a new marinade called "Fatboy" and everyone loves it. Could it be that brand name research is starting to show that thin is NOT in? (Think Harley's motorcycle)
  • - Google is still the champ and still the most likely your customers will go to search for your brand name on the Internet.

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Posted by William Lozito at 11:20 AM

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The VW Jetta: Safe Happens

In an earlier , I commented on how impressed I was with DDB Canada's Drinking Driving Counterattack campaign on drunk driving. That's why I was surprised to see the most recent Volkswagon Jetta commercial that looks eerily similar to the Drinking Driving Counterattack spot.

They say that imitation is the sincerest form of flattery. I can't imagine how Volkswagon's new tagline, Safe happens, could be more flattering to the Drinking Driving Counterattack campaign.

View the new Jetta spot below.

Posted by William Lozito at 9:07 AM

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April 19, 2006

Links Du Jour

  • - Interesting blog on exactly what readers read when they pull up your web page. Crucial brand research for the web generation.
  • - This famous name from McDonald's past life is now gone. The Mayor's name was a sort of weird miracle of brand naming, and one of Ronald's best friends.
  • - The Pontiac Solstice takes center stage in a New Comic called "The Rush", a traditional and excellent way of placing a brand name among hip consumers.

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Posted by William Lozito at 10:19 AM

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April 18, 2006

Brand Naming: Tsubi Steps on Tsubo for the Last Time

TsuboSydney jeans label Tsubi is the new up-and-coming fashion brand name from Oz - it even got the nod from U.S. fashion magazine W.

But its rise in the U.S. seems to be roadblocked by a California footwear company with the brand name Tsubo, who is of Tsubi for trademark infringement in the U.S.

The Tsubo brand name has been registered in Australia since 2000 and has been informally petitioning Tsubi to change its name since its first trademark was registered in 2002. Tsubo is also taking Tsubi to court over using suspiciously similar typefaces in some of its brand marketing and a suspiciously similar logo.

Tsubi, you may recall, made its name by sending dozens of rats down a runway during the 2001 Fashion Week in Australia…and I think I smell one of them coming back to haunt them now.

If you love shoes, check out this great . To keep current with up-and-coming fashion brands and news, read , , and .

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Posted by William Lozito at 11:26 AM

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Links Du Jour

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Posted by William Lozito at 8:22 AM

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April 17, 2006

The Power of Ingredient Brand Naming

ActiviaIn Episode 36 of , after a somewhat scatological discussion of Dannon’s new yogurt and its active (some say hyperactive) ingredient, the bacteria bifidus regularis, hosts John January and Tug McTighe conclude that there’s nothing like a new ingredient with a coined name and trademark to sell a product. Just say Now with Sillynameyouneverheardof™ and it’ll fly off the shelves.

Of course, as anyone who has tried to trademark the name of a product or service knows, there are almost no natural words in many categories that haven't already registered, so neologisms, or coined names, are needed.

But I think those special trademarked ingredients do seem to be a big part of the marketing campaigns for dietary supplements and health foods - possibly because everyone is hoping for a magic pill to help them lose weight and stop aging.

So, is this just a clever marketing gimmick by Dannon? One blogger wrote the power of ingredient brand naming in a earlier today.

Be honest, have you ever bought something because it had a new special ingredient with a trademarked name? I have.

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Posted by William Lozito at 1:18 PM

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Brand Naming: Stoli vs. Russian Standard, A Tempest in a Shot Glass?

StoliTwo top vodka brands, Stolichnaya and Russian Standard, are fighting over who can legitimately claim to be . I think there's a subtle irony here, as the top accolade in vodka brand naming should be who gets to be Poland’s Best Vodka, since that is vodka's country of origin.

Nonetheless, worldwide consumers associate vodka with Russia and being named Russia’s best would mean to most of us that your brand name is at the top. claims that Stoli ships out the basic vodka m