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December 27, 2006

The Skinny on a Company Name Change

skinnywater.gifIn the U.S. alone, there are over 1,000 company name changes per year. One caught my eye today.

Creative Enterprises International is changing its name to Skinny Nutritional Corporation. This name change represents three examples of rationale for a company name change.

  • First, in effect, a product name, Skinny Water, has become the company name.
  • Second, the company name is descriptive and I happen to think it's a good example of a descriptive name. It's cute and light-hearted, while effective.
  • Third, the company clarifies to the investment community that its current and upcoming products compete in the weight loss management market.

And who wouldn't benefit from being a little skinnier, especially during this over-indulgent holiday season?

It's also interesting to note that Skinny Nutritional Corporation also possesses the exclusive right to bottle, distribute, and license the trademarks for "Skinny Products," including "Skinny Water," "Skinny Juice," "Skinny Shake," and "Skinny Tea." The latter of which reminds me of Enviga, another similar product.

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Posted by William Lozito at December 27, 2006 12:13 PM
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Very nice. Skinny Water. Definitely will be aimed at the female drinker---I can’t imagine some guy pumping iron in the gym with a liter of the stuff next to him...

I wonder if we have finally gotten over our “fear of skinny” from a cultural perspective? Ten years ago the Naomi Wolfes (wrote the book Beauty Myth that erroneously predicted that all college girls would have eating disorders in the future, turned out they are all overweight) of the world would demand the name be taken off the shelves because it promotes anorexia. Maybe Skinny is OK now?

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