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March 31, 2007

Ford’s King of the Road Brand Name is Back Riding 540 Horses

Shelby GT500KRThe automobile blogosphere is filled with joy today over the Return of the King at the 2007 NY Auto Show — King of the Road that is, in the form of the , unleashed once again to commemorate the fortieth anniversary of the Arnold Schwarzenegger of muscle cars, the 1968 Shelby Cobra GT500KR.

will once again be associated with the project, which was originally named "Cobra" to refer to the 428 Cobra V-8 under the hood which provided close to 400 horsepower.

The brand name “King of the Road” (KR), which was associated with a car that even today inspires awe, was a direct thrust at General Motors, who wanted their own King of the Road and wound up beaten to the punch.

Today’s car, which checks in with a 5.4 liter supercharged V-8 that delivers 540 horses puts the Carroll Shelby name on the headrests, 40th anniversary badges on the fenders and launches Ford’s Mustang brand name once again under the slogan "Need for Steed" — on the heels of the King will be the .

There will be only 1000 GT500 coupes built, so get your orders in now.... and they are sure to be popular and pricey. The car looks to me — and to the numerous people who have written about it — like a worthy wearer of the King of the Road title. Plus getting Caroll Shelby involved gives the product naming a degree of authenticity.

This is no zombie brand relaunch (think , Ford).

This is a coronation of a hallowed brand name that will ride on the grille of a worthy successor and provide a needed boost for the Mustang brand.

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Posted by William Lozito at 12:02 PM

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March 30, 2007

Fillmore Brand Name Coming Back East

the_fillmore.gifThe Fillmore name is returning to the New York music scene after a 35-year break.

Counterculture buffs will vividly recall the Fillmore East name, which in its short time of operation (1968-71) hosted legendary acts such as Jimi Hendrix, Frank Zappa and the Grateful Dead. Lilly Allen will open the Fillmore New York, the new reincarnation of Irving Plaza, on April 11.

The Fillmore East is fondly remembered by many aging hippies but also seen again and again on record compilations coming out from Neil Young, the Grateful Dead, the Who and others. While the site of the original Fillmore seems to be a bank, Irving Plaza will be a wonderful spot to carry on the tradition and memories of the original marquee.

The Fillmore name is currently alive and well in San Francisco and Denver, with an April opening for a Philadelphia Fillmore as well, which is a reincarnation of the Theater of Living Arts.

Fresh apples will be served to people who go see Lilly Allen in New York and Todd Rundgren on April 27 in Philly. At both shows there will be a “greeter,” new decorations and a collectible poster distributed to all concertgoers to commemorate the event.

But some bloggers in Philadelphia are a little suspicious of the name change - the Phillyist, for example, questions “how this change will affect our wallet.”

The company in charge of bringing back the Fillmore is Live Nation, the same company that owns the House of Blues. I think that seeing the Fillmore name back in action, with the same kind of music behind it, is a good thing.

Music venues often suffer from some very forgettable name, but Fillmore is well known to generations of music lovers.

It’s great to see the Fillmore back east.

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Posted by William Lozito at 8:28 AM

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March 29, 2007

The Genetic Basis of Cancer Drug Brand Names

tykerb-logo.gifThe FDA has just approved GlaxoSmithKline’s new breast cancer drug, Tykerb®. The “kerb” suggests “curb” as in “hold back.” Curbing the spread of cancer is certainly a good thing.

The roots of the name go deep into biochemistry, which is not friendly territory for consumers, but very common in Pharma naming. In case you couldn’t tell, the origin of the name comes from its use to treat cancers involving the tyrosine kinase receptor ErbB2.

gsk-logo.gifThis drug brand name seems chosen to appeal to oncologists rather than cancer patients, who could hardly be aware of the Tykerb® brand name. Apart from the biochemists who created the drug, medical specialists are the only people likely to know what tyrosine kinase is and why receiving it should be an issue.

But to those who understand the relationship between tyrosine kinase and cell reproduction, “Tykerb®” makes it clear which cancers the drug is meant to treat.

That doesn’t give the name any more aesthetic appeal, however. GlaxoSmithKline’s oral chemotherapy drug, Xeloda®, has a much nicer ring to it, belying the fact that there’s nothing pretty about chemotherapy. Tykerb® is designed to be used in combination with Xeloda®.

Taken together, those names are quite a mouthful.

For more information about Tykerb®, check out Kristina Collins' blog post at The Cancer Blog and Ruth Schaffer's blog post at The BioTech Weblog.

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Posted by Diane Prange at 8:11 AM

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March 28, 2007

Brand Naming: Chevrolet Resurrecting a Nomad?

chevrolet_nomad_concept.jpgChevy seems to be set to revive the Nomad brand name for a new 2009 crossover vehicle whose lines do seem to hearken back to the famous 2-door surfer wagon of the 1950s.

It would be an interesting replacement for the Uplander and would be marketed as a counterpoint to the GMC Acadia. This would also be the latest GM car to utilize the Lambda chassis, after the Saturn Outlook, the GMC Acadia and the Buick Enclave. These names could be a foundation for a very unique brand architecture system.

The Inside Line blog was told from industry sources that Chevy’s flirtation with the Nomad brand name is yet another example of “what’s old is new again” but some people say that we should not hold our breaths, that the brand name is not even “on radar the screen.”

chevrolet_nomad.jpgI like the idea of a reawakening of the “Nomad” name, even if it is yet another "zombie brand", which I wrote about on March 24th.

By the way, Read Daniel Gross' insightful articles on zombie brands in Slate magazine here.

The original car may be from a few generations ago but I recognize it from old movies and Nomad does have a catchy ring to it.

The name makes sense, as well, because as far as I can see, it is loyal to its original marquee by being, at heart, a 2-door wagon. It also fits into the automotive trend to bring back favorite brand names from the past, like Taurus and Escort.

The name also fits with the GM brand name “Acadia”: rugged Acadia was the site of the permanent French settlement of North America and hardy Acadians lived a quasi-nomadic and studiously neutral life during the conflicts between the French and British.

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Posted by William Lozito at 11:49 AM

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Today’s Simplicity Trend, Not So Simple?

Today’s trend toward simplicity has not merely taken hold, for today’s time-starved consumer, it grips the very vitals of our being.

Evidence is all around us. Popular magazine and book titles certainly support the theory. Simply look to your local newsstand for publications like:

  • Real Simple
  • Simple Scrapbooks
  • Simple Living
  • Simple & Delicious

radical_simplicity.gifAnd a simple sampling of recent book titles would reveal a spectrum of simplicity:

  • From Voluntary Simplicity to Compact Simplicity
  • From Rational Simplicity to Radical Simplicity
  • From Deep Simplicity to Profound Simplicity

But a society is also judged by what it eats, and nowhere is the simple trend more revealing than in the rash of new supermarket brand names containing the word simple. I’ll mention just a few...

  • Simple Harvest and So Simple - Quaker cereals
  • Simple Selections - ConAgra frozen meals
  • Simple Touch and Simple Measures - flavored oils from Smuckers
  • Simple Delights - snack bars
  • Simple Snacks - from Tree of Life
  • Simple Recipe - Gerber
  • Pure & Simple - yogurt from Yoplait
  • Simplesse - Nutrasweet
  • Simple Traditions - Butterball
  • Simple Sensations - seafood
  • Pure and Simple - meat
  • Simple Solutions - P&G
  • Simple Indulgence - Cadbury Adams

SaraLee_Simple_Sweets.gifAnd very recently, Sara Lee announced its new Simple Sweets line of individual serve frozen pies targeted at empty nesters who want to eliminate leftovers. Yes, a single serve pie does make our life easier, but do we really need another name with simple in it, making the grocery aisle even more complicated to navigate?

The answer is not so simple.

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Posted by Diane Prange at 11:30 AM

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March 27, 2007

Warner Books Gets New Company Name: Grand Central Publishing

There was a great article by Julie Bosman in the New York Times yesterday about Warner Books’ decision to change its company name to Grand Central Publishing.

warner_books_logo.gifWarner’s recent acquisition by Hachette Livre of France meant that they had to find a new corporate moniker by 2011 as they are leaving the Time Warner Group.

Some bloggers have said the new company name sounds too “New York-centric” and others think this may be the beginning of a major corporate restructuring.

Kier Graff at the Likely Stories book blog says Grand Central feels "a bit bland and predictable" at its clear association with New York and suggested some fairly “out there” alternatives created by an anagram generator. For example, "An Sober Work."

This corporate name change had to happen on numerous levels and reflects some of the reasons companies rename themselves. In this case, the Warner Books name change was prompted by an acquisition (the biggest reason of all for corporate name changes), moving to a new location, and a rebranding initiative.

Warner has been searching for a new name since January, but in the end they decided to go with publisher Jamie Raab's choice which was selected over “Blue Heron” and “Jack Straw.” I would argue that both of these names would make Warner sound like an indy press. Also, the name "Jack Straw" is the name of Britain’s former foreign secretary and it’s also a Grateful Dead song.

grand_central_station.jpgThe new company name reflects the company’s new location on 237 Park Avenue close to Grand Central Terminal in Midtown Manhattan. It has also dropped the word “books,” using the more inclusive word “publishing,” which is “a gesture to electronic and other emerging forms of publishing that go beyond ink and paper,” said Raab.

Since the United States’ book industry is still very much centered around New York, it comes as no surprise that one of the city’s greatest landmarks would be used as a publishing brand name.

Bosman also notes that book publishers have a very hard time trying to stand out to readers, most of whom couldn't care less who printed the books they love. Hopefully, this name change will afford Grand Central Publishing some more brand name recognition among consumers.

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Posted by William Lozito at 9:30 AM

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March 26, 2007

Product Naming: Getting A Handle On Handbags and Man Bags

handbag.jpgHandbag product naming is in a world of its own. For example, there is a bag by Jenny Yuan called The Sherlock that gets a high rating by Bagtrends.

The bag is supposed to keep you organized while you “snoop around the city.” I’m just not sure that naming a bag “Sherlock” gives it the sex appeal it needs to compete against perennial favorites Dior, Docle & Gabbana’s Frame Bag, and L.A.M.B.’s Mandeville satchel.

And when does a “handbag” become just a “bag” - or a "tote?" Look at Ashley Olsen’s Givenchy Nightingale handbag. Yes, Olsen is very petite, but I call that a tote bag. I’m not sure that would even make in onto an airplane as a carry-on.

Big brand names have been elevated into the world of high fashion by high profile movie stars like Angela Jolie toting around their “Storksak Gigi” bags.

Then, as the Albany Times Union reported on Saturday, “Men are Turning to Handbags.” That’s right, “handbags.” Not tote bags, not messenger bags, not mini briefcases.

man_bag.jpgThe rage is not limited to upstate New York: it has already swept Tokyo, where men are using handbags that look like they were stolen from their girlfriends’ closets.

Men’s Style tried to categorize the forebears of these as “bags for men” and Smartlemming posted a blog last month about how Joey from Friends helped popularize the “man bag”, but these glorified messenger bags and computer bags have given way to bags that are sold to both men and women.

But they sure look like handbags.

We're also seeing diaper bags for men. The company that sells the most masculine of these bags is called Passchal and its "Dad's Baby Bag" is made of used tire inner tubes. Some baby bags are also simply given a generic name like “diaper bags.” Lands’ End makes one that some men swear by.

I have a feeling that sort of straightforward product naming works well, but you can't knock the imaginative naming of the camo-colored “Diaper Dude” for those hunting/fishing types, or “Diaper Valet,” especially if an allusion to that high-fashion Rodeo Drive attitude is your objective.

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Posted by William Lozito at 9:39 AM

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March 25, 2007

The Naming Company Challenge

Smokin' Chicks restaurant signWhat is the most difficult part of naming a product or service for a naming company?

No, it’s not creating the name. It’s creating a name that is trademarkable. There are over 300,000 US trademark applications a year, but the typical college dictionary contains only 80,000 words.

Plus many international class codes, like the Technology one, contain thousands and thousands of brand name trademarks with hundreds added almost weekly.

In another international class code that includes restaurants, many do not bother to register their restaurant name, but under trademark law, have rights to the name. This is referred to as common law usage.

So I do not find it surprising that a restaurant in Hamburg, Michigan has found it difficult to trademark a restaurant name and incurred unnecessary legal expenses, and investment in signage, menus and website development:

  • The original restaurant name, Mother Cluckers, was considered distasteful by the landlord. I agree
  • So the owner, Gary Baja, changed the restaurant name to C. R. Smokin’ Chicken. You guessed it, a Florida restaurant by the name of C. R. Chicks sued.
  • Then the owner removed "C. R." from the name, but a trademark attorney for the Smokin’ Chix in Missouri advised Gary Baja that Smokin’ Chicken infringed on his client’s restaurant name.
  • The restaurant added ribs to the menu and renamed the the eatery Smokin’ Ribs and Chicken. You guessed it again. The US trademark office rejected the application as too close to the Smokin’ Chix restaurant in Missouri.

What lessons are learned from this restaurateur's experience:

  • Common law names are as protected as officially US registered names.
  • Descriptive names are hard to trademark and if trademarkable, someone has thought of it and registered it already.
  • Descriptive names can be quickly outgrown. With ribs added to the menu, calling the restaurant Smokin’ Chicken is too limiting. This is not unlike Boston Chicken changing their name to Boston Market after adding beef and other menu items.
  • It might be cheaper in the long run to have hired a naming company :)

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Posted by William Lozito at 10:20 AM

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March 24, 2007

Trademark Law: the Crazy Arm of Brand Naming

Slate logoI almost missed magazine’s excellent article on "zombie" brand names which was recently mentioned on The Trademark Blog.

It looks at the return from the dead of many names we all know and love and many of which I previously covered, including the , , and Life magazine.

zombieThere is a whole cadre of entrepreneurs that pick up defunct trademarked names and revitalize them with more or less success. Recent examples include Nuprin, and .

As you may recall, I also blogged about the possible return of the and .

Slate had so many responses to its March 16 article that they posted a part II on March 20, listing yet more Zombie brand names, including , the and the .

Lest we also forget that has been given a new lease on life by Wal-Mart. Food brands that have been repeatedly resurrected are the .

These resurrections bring us into the often very amusing world of trademark protection, the specialty over at . Trademark law is simply a haven for somebody writing a product naming blog and indeed something that every naming consultant should keep up on. Recent problems have leaned towards the ridiculous, however. The least offensive is a tussle two weeks ago between Las Vegas and Midway Games over the slogan "Only Vegas," which Midway infringed on with its "Only in Vegas" slogan.

That was preceded in February by a fight between the and a woman who calls herself and promotes breast feeding. Seems that the National Pork Board was not happy with her t-shirt that reads "the other white milk."

On Friday, Wal-Mart failed in its attempt to trademark "EDLP," the acronym for "Everyday Low Prices." That’s right, they wanted to trademark the acronym.

I already covered the NFL’s attempts to trademark the "Super Bowl" name, but all of these pale in comparison with the news that Anna Nicole Smith’s former partner Larry Birkhead has actually trademarked the phrase from his eulogy to the deceased star "Goodnight, My Sweet Anna Baby" for "use in movies, books, TV shows, internet shows and stageplays."

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Posted by William Lozito at 11:29 AM

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March 23, 2007

2000+ Corporate Name Changes in 2006: All In A Day’s Work For a Naming Company

Alphabet SoupStrategic Name Development has been researching every single company name change through 2006. There were well over 2000 company name changes in 2006.

You will be able to read more about our analysis in the press very soon, but right now I am reflecting on how a project like this underscores why we became naming consultants.

A name change for a company can signify many things, but in every instance it involves an emotional upheaval for all concerned at the companies.

Companies change their names for many reasons. Often it is because there has been a merger, other times a company simply has transformed into something different than it was. Sometimes a company has so radically changed that it is striking off in a new direction, and yet other times a company’s management simply doesn’t like its old name and wants to refresh its image — companies, unlike people, can choose to do this every few years.

And behind every name is a story of aspiration for the future and sometimes an erasure of the past. The stories are achingly human at times. And sometimes, they are just smart.

Very often, a change of corporate naming occurs because the new name suits what the company is or hopes to be. Yesterday, for instance, Sehda, Inc., a developer of two-way speech translation systems, changed its name to Fluential, Inc. ( think “influential” + “fluency”).

The reason was to better reflect its core mission, which is enabling people who speak different languages to communicate. In addition, the name reflects the customer benefit of becoming fluent in a foreign language without learning it.

More to follow...

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Posted by William Lozito at 2:44 PM

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March 22, 2007

Brand Naming: Characteristics of a Band Name

The Seattle Times has a great article about how band names are in many ways brand names. It shows how many famous bands actually got their names and passes judgment on many of them.

Robert_Trujillo_metallica.jpgl started to wonder if there might be a correlation between a band's ultimate success and whether it has one, two or three elements to its name. Maybe having a simple, memorable name like, say, The Beatles or Coldplay or The Who is a good idea; yet so many of the really big names are comprised of two words: Rolling Stones, Led Zeppelin, Green Day or Sex Pistols.

Now, compare these to those bands with three or more elements in their names: Nitty Gritty Dirt Band, Three Dog Night, and Strawberry Alarm Clock.

I don't have the numbers to back it up, but I would say that the bigger the band you are hoping to be, the shorter your name should be. I would bet one or two-word band names are doing far better than the rest. And I am pretty sure that the two-word name gets a lot of support because often times these are, well, musician’s real names, like Alanis Morissette, Phil Collins, Cat Stevens.

Madonna.jpgJust remember that Sting and Madonna combine the best of all worlds: a personal name in one word. On the other hand, naming your band with an entire sentence is the kiss of death.

Speaking of Kiss, shorter names, in my opinion, will be easier to build into brand name extensions after the music's over: just look at how Kiss is doing with its new fragrance.

Hidden Track points out that some really bad brand names have actually been appended to some really good bands. Yes, Umphrey’s McGee may be the worst band name ever, but it is supposed to be a great band.

The AV Club has posted the worst band names of 2006, which includes Poofinger and Rigor Phallus. If these aren’t bad enough, UFOMystic has a blog up looking for “good UFO-related names for bands”: The Abductees and Betty and the Hills caught my eye, but not in a good way.

KISS_in_concert_Boston.jpgIf you are interested, why not check out The Band Names site for more information (where you will find out what UB40 means, or why Foo Fighters is a historically relevant name). If you are in a rock band in need of a name that might become a huge brand name tomorrow, just go on over to the Band Name Generator.

Just be careful: if your band name is too good, like Metallica’s, then some couple may name their child after it.

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Posted by William Lozito at 9:08 AM

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March 21, 2007

Does The Outdoor Channel Need a Naming Company?

The Outdoor Channel is subtly changing its brand name by dropping “The”: from here on in it will be “Outdoor Channel.”

It is also offering us “a new logo, on-air look, and ancillary branding elements specifically designed to reflect the Network's position as the leading provider of exciting outdoor action, adventure and entertainment.”

This decision comes on the heels of some financial hardships the channel experienced earlier this year and which solidified at the end of the first quarter.

the_outdoor_channel_logo_2.gifThe new logo features an "action black" and "adventure green" color scheme, according to one of the senior people there. The logo looks far more aggressive and shows us, interestingly, two mountain peaks, despite the fact that a quick glance at the programming, it shows absolutely no mountaineering shows.

No, the programming is geared towards mainly hunting and fishing, or what one blogger jokingly calls “pornography for gun lovers.” the purpose of the new logo is to “own the outdoor entertainment space.”

Please do not get me wrong. I think fishing, hunting and shooting are great activities... but they are not much fun to watch without some hook.

I think the new logo and the slightly altered brand name is a step forward, but I hesitate with the word “Outdoor.” I think it may have been created by somebody who has never been outdoors. Stop and think about it for a moment: do we really “go outdoors” when we go to the woods or the streams or the mountains?

Do boaters and fisherman think of themselves as “outdoorsmen”? Isn’t the word a little dated? Isn’t it the term your mother used when she wanted you to “get outdoors and get some fresh air, for heaven's sake.” She meant the backyard, not the Canadian Rockies.

If I were the naming consultant working for Outdoor Channel, I might ask them to look at the name of another hugely successful channel that built its business on documentary films that take place outdoors: The Discovery Channel. Discovery offers what we hope to experience when we explore the world of nature: the unknown, the destination. Its channel name reflects this.

On the other hand, what is probably doing the channel the greatest harm is not its brand name at all. Instead, the problem probably lies in the names of the programs offered:

  • People Who Fish
  • Mossy Oak Classics
  • Guns and Ammo Classics TV
  • Turkey Call and Personal Watercraft

Those shows just do not sound very tantalizing. Yes, there are a few eyebrow raisers:

  • Ted Nugent Spirit of the Wild
  • Speargun Hunter
  • Ready, Aim, Grill

Those show names would make me pause, but these are the exceptions rather than the rule.

Their new program naming really needs a breath of fresh air and fresh names.

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Posted by William Lozito at 10:22 AM

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Crowded Out of a Brand Name?

According to Trendwatching.com’s April Trend Briefing, “Crowd Clout” is the last available “crowd” name:

Yes, we actually managed to find the last remaining ‘crowd’ moniker out there, joining a crowded space that now encompasses everything from CROWD SOURCING to CROWD STORM to THE WISDOM OF CROWDS to CROWD SPIRIT, covering important trends like co-creation, co-shopping and co-funding.

This is actually something of an exaggeration, however. The USPTO only lists 149 trademarks containing the word “crowd,” and most of them don’t seem to have anything to do with the new enthusiasm for collective activity exemplified by Wikipedia.

crowd.jpgBut more and more companies are looking to harness the power of crowds, and their brand names reflect it:

And let’s not forget the 800 “crowd” blogs listed by Technorati. (The Crowdsourcing blog is definitely one to watch.)

I think Trendwatching.com is on to something, and we can expect more “crowd” names, and brand names inspired by the concept of “Crowd Clout,” in 2007.

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Posted by Diane Prange at 9:14 AM

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March 20, 2007

What Naming Company Was Involved With Corporate Branding Faux Pas?

Fortunately, none, recently.

But all naming companies stub their toe at one point or another. If any of them say they don't, they're liars and their nose is longer than Pinocchio's.

corporate_branding_oops.jpgBut, major corporations do make blunders. Parija B. Kavilanz, CNNMoney.com senior writer, discusses some very interesting recent examples as well as a few successes in his article, Corporate branding oops.

The article is worth the read, especially the way Kavilanz balances corporate blunders with successes. I've always felt it's easy to criticize something and it takes more effort and professionalism to identify and discuss the successes.

Way to go, Parija.

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Posted by William Lozito at 3:04 PM

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Linguistics and Product Naming: In the Dark about Lumaé?

I think the idea of combining Coca-Cola and L’Oréal is a little frightening.

loreal_coke.gifNeither drinking Feria #93 nor washing my hair with Diet Coke has much appeal. Nevertheless, “drinkable skin care” is the latest thing in nutraceuticals, and Coca-cola has been producing “Love Body” in Japan for a while, and more recently launched “Enviga” in the U.S.

Now it’s Lumaé, a beverage based on anti-oxidant-rich green tea.

I’m in no position to comment on the effectiveness of the product, which won’t be released until 2008. It’s the name that worries me. “Lumaé” obviously comes from Latin lumen, meaning “lamp,” the root word of “illuminate.” It’s a good root on which to base a product name meant to give your skin a healthy glow.

loreal_coke_2.gifThe problem is one of pronunciation. Is the name two syllables or three? The acute accent in French is used to show that you pronounce a vowel separately, e.g. “Loh-ray-ahl” and not “Loh-reel.” That would suggest that “Lumaé” is pronounced “Loo-mah-ehh” or “Loo-mah-ee” rather than “Loom-eye” (which would be the Latin pronunciation).

English has little tolerance for hiatus, the separate pronunciation of two vowels with no consonant between them, and that means English speakers will have a hard time pronouncing “Lumaé” correctly if it’s meant to be a three-syllable name. And if it’s not meant to be a three-syllable name, what’s with the accent aigu?

A final note of warning to Coca-Cola and L’Oréal: the unicauda lumae is a parasite residing in the livers of Iraqi barbel fish.

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Posted by Diane Prange at 12:27 PM

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Wrigley’s "5": A New Brand of Sugar-Free Product Naming

wrigley_five.gifWrigley has obviously has been chewing over the declining market share of its brand versus major competitor Cadbury Schweppes and has introduced what president and CEO Bill Perez calls the most revolutionary development in sugar-free stick gum since the introduction of the Extra brand name 20 years ago: a new “chewing experience” named, simply, “5”.

The product name connotes the five senses and will include three flavors: “Rain,” “Cobalt” and “Fire.” The Chicagoist is not sure if a gum can actually appeal to all five senses politely: maybe you hear gum if somebody cracks it or chews loudly.

But that might be just the point, given that gum cracking, bubble blowing teens chew up 33% of the gum sold in the U.S., and preliminary tests indicate that teens are attracted to the gum’s “tingling, cooling or warming sensations” as well as its “sleek, revolutionary packaging,” which reminds the Chicagoist of something far more risqué than sugar-free gum (which, again, is probably the point).

As far as the new product naming goes, I suppose the word “rain” could be a flavor, for the same reason that the word “ice” in brand names is a nice allusion.

But “cobalt”? Would that be cooler or hotter than rain? Or just a little different? It’s hard to say without looking at the packaging, isn't it? It turns out that “Rain” is “spearmint that tingles” while “Cobalt” is “”peppermint that cools.” Wikipedia describes cobalt as a "slightly toxic" element.

The product name and the entire approach is a departure for Wrigley’s, which has been rather conservative in its promotion of its brands (except when it comes to the bottom of Starbucks coffee cups.)

I have not been able to establish whether this new brand name will be featured on Candyland.com, Wrigley's download site for the ever-popular Wii. Alternatively, they might place a board at Wrigley Field, which later this year, for the first time ever, is placing ads on the ivy-covered walls surrounding the outfield.

Maybe the “5” brand name could be promoted during the Police show to be held at Wrigley Field on July 5th. Hopefully, noisy gum chewers won’t be standing too close to me.

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Posted by William Lozito at 7:24 AM

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