May 30, 2006
Brand Naming: Is Motorola’s SCPL Cutting Too Much?
If you’ve got one phone named after a razor, it makes thematic sense to have a second phone named after a scalpel. Slim, sharp, cutting edge—they’re all good connotations.
The problem comes when you start removing too many letters from a word. Motorola has decided to call its new phone “SCPL.”
“SCLPL” would be much clearer, I think, but using 5 letters would break the 4-letter Motorola naming convention (RAZR, SLVR, PEBL, ROKR).
But did Motorola put too much of a scalpel to the new brand name by removing all vowels and a consonant?
RAZR, ROKR, and PEBL are unambiguous. Each already contains a vowel, and there’s only one way to pronounce them and still come up with an English word. I actually thought SLVR stood for “silver” rather than “sliver” when I first saw it, but the mistake still produces a good name.
“Scalpel” may be just too hard to abbreviate. I think Motorola may have gone too far with the SCPL brand name. I am guessing that consumers will have more difficulty figuring out what SCPL stands for versus Motorola’s other reduced-vowel brand names.
It will be interesting to see how the target market perceives the SCPL name.
Here is what other blogs are saying about the SCPL name:
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Tracked on November 17, 2006 9:20 PM