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May 30, 2006

Brand Naming: Is Motorola’s SCPL Cutting Too Much?

MotorolaIf 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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Posted by William Lozito at May 30, 2006 1:16 PM
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