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June 30, 2006

Have a Great 4th of July

So many things to blog about, so little time.

Have a great 4th of July weekend and remember, although it's Independence Day, if it weren't for the men and women in uniform, we wouldn't have the luxury of deciding whether or not we want to eat a hot dog or hamburger, attend fireworks or not, or be with family and friends.

God bless the men and women in uniform, and God bless America.

Posted by William Lozito at 6:17 PM

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June 29, 2006

Slogans: Invest in Rhyme – the Results are Sublime

In our recent blog post, , we wrote about the May 2006 Princeton University , which discussed how a company name can positively or negatively impact the value of its IPO stock. Short and pronounceable names were shown to affect the value of stock performance by as much as 333%.

PoetryThis same research uncovered some interesting findings about rhyme. According to the authors, people are also more inclined to believe statements that rhyme (e.g., woes unite foes is more believable than woes unite enemies). This has implications for taglines, slogans, product names, and even company names.

Naturally, this is good news for speakers of Romance languages to which rhyme is natural – but Germanic languages like English suffer from a . For example, nothing rhymes with poetry, orange, month, or business - come to think of it, nothing rhymes with nothing.

That doesn’t mean there are no brilliant marketing slogans that rhyme in English – there are. Or rather, there have been – since these perfect rhyme examples are all quite dated:

  • "The quicker picker-upper" (Bounty)
  • "Fill it to the rim with Brim"
  • "Nothing sucks like an Electrolux"
  • "Don’t get mad. Get GLAD"
  • "Takes a licking and keeps on ticking" (Timex)

In the case of Brim, Glad and Electrolux, the slogans are made even stronger because the brand name is part of the tagline rhyme. Perhaps the longest, but best example of this is the slogan:

  • “You’ll wonder where the yellow went when you brush your teeth with Pepsodent.”

Compare the above rhyming slogans to the dominating brand taglines of today. Which do you think are more memorable?

  • My Life. My Card. (American Express)
  • Safe Happens (VW)
  • Imagination at Work (GE)
  • I’m lovin’ it (McDonald’s)
  • It’s the Cola (Pepsi)

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Posted by Diane Prange at 2:37 PM

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Links Du Jour 06-29-06

  • Region Specific Company Naming - Joe Rawlinson asks if all companies with regionally specific company names or brand names (Northwest Airlines, for example) do business in their representative geographic area... and illustrates the possible consequences when they don’t anymore.
  • What’s in a brand name? More than you think - Pamela Slim discusses two important aspects to consider when developing a brand name: the brand and the unique selling proposition. Most impressive, is Pam’s suggestion on what to do next: test your brand name with your target market – it’s well-worth the outcome.
  • Cristal kicks itself - This post by Laua Ries shows exactly what can happen to brand identity when the association between a brand name and a market segment is broken...by some unfortunate publicity.

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Posted by William Lozito at 2:06 PM

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June 28, 2006

Brand Naming: What Roles Do Letters Play?

Alphabet SoupLots.

We recently among a national random sample of 414 consumers and found some interesting associations that consumers have with the consonants in the English language.

For instance, X, Z, Q, and V are associated with innovation (think XM Satellite Radio or the new Motorola Q Smartphone).

While L, V, F, and W are considered feminine (think Venus or Victoria's Secret), X, M, and Z are viewed as masculine (think Nissan Xterra or Marlboro).

One of the benefits of this research is that it gives us and our clients a common language to speak in and reduces some of the inherent subjectivity when selecting a name candidate.

No, it's not a perfect science. But we're finding it to be a very helpful brand naming tool.

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Posted by William Lozito at 7:54 AM

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Product Naming: Mixing Mythologies for Astronomical Names

Most of the nine major planets in our Solar System have Roman names. Earth, of course, is English. Science fiction authors have preferred to use the Latin “Terra” instead. “Uranus” is actually Greek, though with a Latinized spelling. Ouranos was the god of the sky, grandfather of Kronos, the Greek equivalent of Saturn and the father of Jupiter. Thus the planets follow a logical pattern: son, father, grandfather.

Pluto and MoonsBeyond them lies Pluto, god of the underworld (aka Hades), and in , the International Astronomical Union chose to continue the underworld theme by going with Nyx and Hydra. Except that the IAU elected to spell “Nyx” with an “i.” Nyx is the Greek goddess of night, mother of Ouranos. But “Nix”? The “ix” ending looks more Roman, but the Roman Nyx is Nox. Now Pluto has a moon named “Nothing.” Ixnay that.

Almost all of the bodies in the Solar System have . Most are from Greek or Roman mythology, but to cover the minor moons of Saturn, astronomers started delving into Norse, Inuit, and Gallic names for giants (this because a Titan is a giant of sorts). (including Hydra) leave the “y” intact. Harpalyke and Kalyke and Eurydome might possibly be easier to pronounce if spelled with a “y” instead of an “i,” never mind Ymir and Thrymr.

So why nix Nyx? Because “Nyx” is , by a near-Earth object I’d never heard of. The more objects we find, the harder it is to come up with names.

This holds true for brand naming or product naming in general, or naming a company. And, this holds true for astronomy, of course. The astronomical use of mythological figures is so strong, it restricts the pool of available names. Or, more accurately, it restricts the pool of familiar names.

Most people of European descent are familiar with Greek and Roman mythology—usually in a distorted form suitable for small children. Norse and Celtic myth may also be familiar. But not many English-speakers, scientists or otherwise, know much Inuit, Polynesian, Maori, etc. mythology.

Chances are that as we explore space, we’ll end up with more and more unfamiliar names for what we find. And, you may have noticed this is the case for brand names, product names, and company names in general.

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Posted by Diane Prange at 7:08 AM

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June 27, 2006

Have You Noticed How Auto Slogans or Taglines Change Frequently?

Jean Halliday of is on top of what is going on in the auto industry.

Her June 26th article that appeared in Automotive News highlights the frequency in which a number of auto brands have changed their tagline or slogan.

As you can see, even the biggest and the best have difficulty sticking to a marketing strategy and related slogan or tagline.

Brand Tagline Year
Introduced
Buick Beyond Precision 2005
Dream Up 2004
The Spirit of American Style 2002
It's All Good 2001
Cadillac Break Through 2002
The Power of & 1999
Pontiac Designed for Action 2005
Action 2003
Fuel for the Soul 2002
Pass it On 2001
Saturn Like Always. Like Never Before 2006
People First 2004
It's Different in a Saturn 2002
A Different Kind of Car Company 1990
BMW The Ultimate Driving Machine 1980s
Lincoln Reach Higher 2005
Travel Well 2002
American Luxury 1999
Mercury New Doors Opened 2004
Live Life in Your Own Lane 1999
Imagine Yourself in a Mercury 1996

Source: Advertising Age

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Posted by William Lozito at 1:21 PM

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June 26, 2006

How Important is a Company Name?

NameMike Tumolillo of the Albuquerque Tribune, recently wrote a very interesting . Although his focus was on businesses in the Albuquerque area, the insights can apply to naming a company in general.

I was asked to provide some thoughts on naming a business in several different situations. It's a lengthy and thoughtful article, worth the read.

Posted by William Lozito at 1:22 PM

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Two More Rwanda Baby Gorilla Names Announced

RwandaI to keep you up to date on the naming of 12 baby gorillas in Rwanda.

As you recall, this was Rwanda’s second annual baby gorilla naming effort designed to raise money and boost tourism in Rwanda.

NameRwanda’s First Lady, Jeannette Kagame, named two baby gorillas Urumuli (light) and Agaseke (decorated basket), respectively. Again, as you may recall, the UK Ambassador to Rwanda named one of the baby gorillas Big Ben.

I’ll keep you posted.

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Posted by William Lozito at 10:44 AM

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June 25, 2006

Pluto’s New Moon Names, Nix and Hydra, Approved

Pluto and MoonsI have always been fascinated by space and the universe.

So I was very interested to learn that Pluto’s new moon names are Nix and Hydra, which join Pluto’s previously known moon, Charon. As you may be aware, the nomenclature for naming a new moon or planet is based on characters in ancient mythology. The very recently approved these moon names.

Charon (also spelled Nyx) is the Greek goddess of darkness and mother of (the ferryman who brought the dead across the river Styx to the underworld), a fitting name since the Nix moon is barely visible. , on the other hand, is a multi-headed serpent, but I’m not sure how this relates to naming one of Pluto’s new moons after it.

I find it interesting that the nomenclature for celestial bodies is more organized that that of many companies, especially Microsoft.

In my May 18th Brand Naming: Live Has Many Lives At Microsoft post, I discussed how two divisions of Microsoft named different products “Live”.

Should Microsoft look to the stars for its naming convention? Or should they have conducted some brand name research?

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Posted by William Lozito at 12:44 PM

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June 24, 2006

Philadelphia Area Forever Independent Slogan a Yawner

bell logoThe new Philadelphia area slogan is Forever Independent.

I applaud the notion of 16 tourism boards and business organizations in the Philadelphia area getting together to “speak with one voice.”

But what they have to say, in my opinion, is boring and a yawner. Yes the new Forever Independent slogan is unique to the area. It's where the Declaration of Independence was penned and home of the Liberty Bell.

However, the Forever Independent slogan just does not seem relevant today, nor does it seem particularly motivating for attracting tourism. It seems like a slogan to make the area feel good about itself, but not much else.

The images on the official Forever Independent website feel like I’ve seen them before. The same shots of smiling faces, colorful flowers and other beauty shots that could be from anywhere else. In fact the photos feels like stock photography.

The stylized image of the Liberty Bell is okay, but nothing unique or imaginative.

Any finally my biggest gripe is not the $200,000 spent to develop the new slogan, video and website, it’s that no funds have been allocated to promote the new Forever Independent slogan and that the area's 16 tourism boards and business organizations will maintain their individual slogans, websites and promotional efforts.

Go figure.

Here’s what other bloggers have to say about the new Philadelphia area slogan:

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Posted by William Lozito at 11:37 AM

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June 23, 2006

New Name for Troubled Air Scotland

From time to time we are asked, "Why is a name important?"

There are many, many answers to this question. One of the most important reasons for a brand name is that it conveys a promise.

For instance, if you buy an Apple computer, you just know it will be simple to use. If you buy a Volvo, you know it has been engineered for safety. And, if you drive a BMW, it promises the ultimate driving experience, which happens to be expressed in its tagline, The Ultimate Driving Machine.

AirScotlandA brand's promise easily explains why several airlines have change their names. The most recent example is Air Scotland, a budget carrier with a history of bad service and publicity, to TopJetAir.

But, Air Scotland's management may have stubbed their toe by rebranding themselves since Thomas Cook Airlines already uses "topjet" as its radio call sign. Furthermore, there's also a Topjet Executive air charter company.

In my , I discuss beleaguered Olympic Airlines rebranding themselves Pantheon Airlines. And of course, we're all familier with ValuJet that crashed in the Florida Everglades and rebranding itself AirTran.

Stay informed of other airline news at the .

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Posted by William Lozito at 3:50 PM

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Links Du Jour 06-23-06

  • Feeding The Inner Dummy - Tom Peters is no dummy! Tom promotes that popular series of books with the memorable brand name: Dummies. This is a great example of using your product name to speak directly to the frank mindset of your prospective customers.
  • Branding without humour - Johnnie Moore asks the right questions. In this post, he writes about how companies respond to their customers’ brand dialogue, and questions where brand personality comes from – the marketing department, or your customers.
  • Something mystical - A brand name that works evokes something mystical; a picture; something that stirs the soul.
  • Trump Introduces "Signature" Watch. World Watches And Wonders Why. - First, we wrote about Trump cologne. Now, the Copyranter spots yet another Trump product capitalizing on his brand name: The “Signature” watch.

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Posted by William Lozito at 9:29 AM

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June 22, 2006

Brand Naming: From Too to Tween

Limited Too logoThe parent company of Limited Too, Too, Inc., is to Tween Brands to better reflect its tween target market.

Should Masterfoods, Starburst, Smacker and Tween brands get together?

For instance, the new Starburst and Smacker cosmetics for tweens could be sold in the Limited Too stores...

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Posted by William Lozito at 8:39 AM

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Brand Naming: Now You Can Have Starburst In The Shower

NameMasterfoods, the owners of the Starburst candy brand, for a line of cosmetics.

The new line of shower products will include Smacker lip gloss and the Starburst name.

NameIs this a good idea? We think it's a great franchise extension opportunity for Masterfoods. Both the candy and the cosmetic line appeal to the same younger target market, and the target market will tell you that Smacker lip gloss is already like candy.

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Posted by William Lozito at 8:27 AM

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Product Naming: What is the Most Popular Noun in the English Language?

Do you have time for the answer? Actually “time” is the answer according to the Concise Oxford English Dictionary.

CNN logoThe also listed the top 25 most popular nouns in the English language.

“The list of the top 25 nouns: time, person, year, way, day, thing, man, world, life, hand, part, child, eye, woman, place, work, week, case, point, government, company, number, group, problem, fact.”

Do these findings have product naming and branding implications? You bet they do. If you want a distinctive and evocative brand name, one should probably avoid over-used words in the English language.

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Posted by William Lozito at 8:15 AM

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June 21, 2006

Manitoba's Spirited Energy Slogan Is A Misguided Effort

Manitoba's Spirited Energy logoI just can't get Manitoba's new Spirited Energy slogan out of my mind.

Not because it's a great, or even a good, slogan. In my opinion, the Manitoba slogan is a misguided effort at best.

Judging by the recent press coverage and letters to the editor, most Manitobans are disappointed with the new slogan and its cost.

Here's a sampling of recent headlines:

I think the Spirited Energy slogan is the symptom and the process of developing the slogan is the cause.

Let me explain. I think the objectives of the Manitoba slogan were aimed at too many key audiences, each with conflicting needs. The official indicates that the target market, or key audiences, are:

  • Youth (18-25 year olds)
  • General public
  • Business
  • Tourism

How can any one slogan or marketing initiative serve so many diverse audiences? It can't.

That's the core weakness of the Spirited Energy slogan. It's set out to satisfy too many Manitoban constituencies. Hopefully, the consulting firm that developed the slogan brought this to the attention of the Manitoban Image Strategy Development Task Force.

Furthermore, if the Spirited Energy slogan were targeted only to the 18-25 year olds, would that keep them from leaving Manitoba or encourage them to return? I think not.

If the Spirited Energy slogan were targeted only to the general public, would Manitobans feel better about poor garbage service, potholes, and other shortcomings? I think not.

If the Spirited Energy slogan were targeted only to businesses, would they be more interested in coming to Manitoba? Maybe. Maybe not. The pro-union attitude would be a barrier, but access to hydro power might be a plus.

If the Spirited Energy slogan were targeted only to tourists, would it encourage more tourism? Probably not. As I mentioned in my announcing the new slogan, this is a generic slogan that could apply to numerous geographic locations - provinces, states, countries, cities, and towns.

Would Manitoba be better off doing what the ? They abandoned their current slogan, Come and Slow Down, and returned to their previous slogan, A Symphony for the Senses. I say Yes. Friendly Manitoba has much broader appeal and meaning than Spirited Energy ever will.

Would Manitobans be better off doing ? The "Tasmanian government has given people from all walks of like the chance to have a say, [regarding a new slogan], instead of hiring a marketing agency to devise [a new slogan]". Only Manitobans can answer this question.

Manitoba, as well as many other political entities, should correct the root cause of its problems rather than relying on a slogan or marketing campaign alone to change perceptions. The government needs to walk the walk before talking the talk.

One final thought: could Manitoba build on its Friendly Manitoba slogan by adding to it? Such as, Friendly Manitoba. Always.? Or, is this a misguided suggestion? Again, only Manitobans can answer this question.

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Posted by William Lozito at 11:56 AM

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New Goodyear Blimp Name: Spirit of Innovation

NameAfter several months and 10,000 entries, the new Goodyear blimp Spirit of Innovation.

Although the other Goodyear blimps are named Spirit of Goodyear and Spirit of America, when I hear Spirit of Innovation, for some reason I'm reminded of the Spirit of St. Louis (the name of the plane Lindberg flew to achieve the first nonstop solo transatlantic flight.)

NameI'm guessing that most people don't know the names of the existing Goodyear blimps, but the Spirit of Innovation, while not a particularly innovative name, may be helpful.

However, with Goodyear Tire & Rubber Company supplying the tires to NASCAR, this will probably provide Goodyear more visibility in the marketplace than the new blimp.

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Posted by William Lozito at 8:04 AM

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June 20, 2006

Brand Naming: Sounds Like a Drug to Me

Vitruvian ManPharmaceutical brand names, like tech names, draw heavily on Greek and Latin roots, yet they are rarely mistaken for anything but drugs. The old stand-by tranquilizer, Valium, could just as easily be a microchip from its name, but few of RxList’s top 300 most-searched-on drugs have names ending in –ium.

Pharmaceutical companies and their customers have a greater tolerance of polysyllables than do the manufacturers of most consumer goods, though the brand names of medications are almost always considerably shorter than the generic names.

Generic names for drugs usually tell you something about what’s in them. Back in high school biology, I learned that anything which ended in –one was a steroid, and anything that ended in –ol was a form of alcohol. But there are steroids like Florinef whose brand names don’t end in –one, and non-steroids like Trazodone (brand name Desyrel) whose names do end in –one.

In fact, while it’s easy to recognize drug names because of their multiple syllables and endings in –ol, -one, -in, -ex and the like, drugs with similar-sounding names may not do the same thing.

Take the popular –in ending. Penicillin is an antibiotic with an old-fashioned name (the –cillin is for “bacillus”). Vicodin, on the other hand, is an opiate, whereas Aspirin is a non-opiate anagesic. Neurontin was developed as an anticonvulsant, though it works better for neuropathic pain than for epilepsy.

OxyContin, popular on the black market and cause of some celebrated scandals, is also an opiate, but Claritin is an antihistamine and Wellbutrin is an antidepressant.

Or take the –ra ending. We all know what Viagra does, and get frequent offers for it by e-mail. Similarly-named Septra is an antibiotic (with the truly frightening generic name of sulfamethoxazole trimethoprim) and Allegra is an antihistamine. The names themselves don’t tell us much about which to take for allergies, which for infections, and which for erectile dysfunction.

All of them sound like drugs, but if you want to know what they do, don’t go by their names. Read the prescription label instead.

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Posted by Diane Prange at 9:14 AM

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Should iTunes Change Its Product Name?

iTunes LogoAs you know from my earlier post, , Apple is changing the nomenclature for its laptop and desktop product lines that use the Intel chip.

Should Apple change the iTunes name as well?

First there was music. Then video. Then TV. And now, according to CNET News.com, it’s rumored that to download any movie for $9.99.

Steve JobsThe studios haven’t agreed to this yet, but with the ubiquitousness of the iPod and Jobs’ power of persuasion and Hollywood contacts, I’m betting this is more likely to happen than not.

What this demonstrates is that a descriptive name like iTunes is great initially to establish a new product or service, but longer term, it lacks elasticity, or the ability to expand and embrace the evolution of the product or service.

I say the iTunes name should change.

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Posted by William Lozito at 8:40 AM

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June 19, 2006

Brand Naming: Why It's Important To Misspell Your Product Name

According to at least one research group, fifteen percent of people doing a web search for a particular site wind up either going to a competitor’s site or else a price comparison site because they rank higher on the .

Marketers are being told to be yet more vigilant about registering keywords on their brand names because people are doing more searching using toolbars to pull up brand and product names over typing in the URLs. I have already alerted our readers to the