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December 7, 2006

Links du Jour 12-07-06

KenjaraStrong CPG Company Names as Masterbrands - This is a great article which discusses CPG brand names that are deemed masterbrands, which means it has to be available across at least three different categories and marketed with the same name, or name derivative, in all three categories. The article also points out how company names are often used as masterbrand endorsements:

  • Nestlé has extended its 'Nes' derivative, or prefix, into various different areas such as Nestea, Nesquick and Nestum

  • The Sunlight brand name exists across five personal and home care categories, with the Sun derivative being present in another five

  • Brands such as Garnier or Elvive are very rarely seen without the company brand name, L'Oreal, appearing before them

Widgets and Protecting Your Brand - Great post. Widgets and brand names are heading on a collision course, writes Dare Obasanjo. The problem? Widgets open up a security risk on people who have personal data protected by a username and password. When things get phishy, who’s at fault: the widget designer or the protected site?

lamb_gwen_stefani.jpgGwen Stefani Takes L.A.M.B. To Loftier Pasture - Gwen's lending her name to a new perfume like so many other stars have. It might actually be interesting. Stefani seems to be a fashion maven, her L.A.M.B brand is attaching her name to bags, sneakers and watches. By the way, L.A.M.B. is an acronym for “Love Angel Music Baby.”

Wii_image.jpgA Name to Remember: the Wii, by Nintendo - Dave Magliano analyzes the Nintendo brand name, and the Nintendo Wii. Read this post. It's extremely insightful. Magliano says the Nintendo name was synonymous with gaming itself. Playing Nintendo was what you did, even if you owned a Sega Genesis. Today, PlayStation is video gaming, just like Nintendo was long ago.

While so much has been made of Nintendo's interesting choice of names with the Wii, what has been lost is the Nintendo brand. But, Dave says, by leaving the Nintendo name behind - Wii is just Wii, not Nintendo Wii. Nintendo's Wii advertising does not even mention Nintendo at all, not even a Nintendo logo. Hmmm...doesn't that marketing strategy remind you of a new little gadget called the Zune (by Microsoft?)

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Posted by William Lozito at December 7, 2006 10:43 AM
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I find two things wrong with the name Wii: 1) at first glance, I have no idea how to pronounce it. I have to ask others to do so, and I gather they found out how to pronounce it based on TV ads. 2) at second glance, it looks like a lowercase acronym for World War II. Although that's my uncontrollable impulse to proofread, I can't help but think others would have the same impulse.

The author of this blog entry should include an addendum. In light of recent events, he/she may want to indicate that Wii is an acronym for “will injure individuals.”

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