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September 26, 2007

QVC’s New Branding Scheme is Deja Q All Over Again

QVC's first marketing campaign in 21 years aims at owning the letter Q, at least in the minds of the public.

As our "Brought to You by the Letter Q" post last December shows, they're a bit late off the mark. "Q" might be a rare letter in the English language (and even rarer in most Germanic languages), but its unusual nature makes it popular with marketers.

EpsonThe US trademark database reveals 1971 records with the letter "Q" on its own, in every conceivable category, from clothing and consumer goods to piezoelectric crystals to food products. Browsing through the list reveals an impressive array of different ways to represent the letter "Q," from the swirling yin-yang of Quick Sports to the tilted square registered by Epson.

QuickSportsMembers of the QVC online community seem underwhelmed by the move to incorporate "Q" into everything the company does (from iQdoU to "merci beau Q"): If we enable their ownership of the 17th letter of the alphabet, like if we let them call this the online Qmunity, and we call the gift cards Qpons, and we think everything they do with rebranding is Qute, do you think they'll restore the boards Quickly and Quell the Qmplaints?

Actually, the popular Broadway show "Avenue Q" already has a Q-mmunity on their website. Is this the Q for the lawyers to step in?

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Posted by Diane Prange at September 26, 2007 8:55 AM
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1 Comment

Reminds me of a line from J. Jonah Jameson: Hoffman, run down to the patent office and market the name "Green Goblin." I want a quarter every time someone says it.

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