February 2008 Archives: Name Wire: The Product Naming Blog

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February 29, 2008

Ink Product Naming and Branding: Krink is the Street’s Quink

The Razor Apple blog has a great commentary on a recent New York Times Magazine article discussing Krink, a new ink that comes right out of the world of tagging and graffiti.

The packaging is interesting, and the naming is going to work despite, or because of, the fact that we often get "krinks” in our necks or shoulders.

The name reminds me of Parker’s Quink, one of the best product names for fountain pen ink. The Quink name is well regarded by ink aficionados and the Krink naming looks like a street derivation of this popular brand.

Technorati Tags: Krink, graffiti, Parker's Quink, Ink, Pen, Naming, Branding, Brand

February 28, 2008

Sony Product Naming Getting Too Complicated For Blogosphere?

A recent exasperated post on Wired by Rob Beschizza has me smiling.

It seems that Sony has swamped the poor man with alphanumeric names like the ICF-C1iPMK2 for a clock radio.

We just recently got used to the new Sony Ericsson product naming nomenclature. The company still seems to struggle with differentiating its camera product names from Minolta's former efforts.

Yet some bloggers have been irritated by the Xperia, calling the name “cutesy.” Maybe so, but I think I agree with Joshua Weinberg, who points out that “Too many companies find that the product naming process is not fast or easy, so they resort to using model numbers in place of real names.”

I’ll take Xperia over ICF-C1iPMK2 any day.

Technorati Tags: Xperia, Naming, Ericsson, Sony, Minolta

February 27, 2008

Asics Brand Naming to Break Out

Businessweek has an article up about Asics, the preferred brand name for serious runners.

It seems that the company wants to branch out into more fashionable realms to break out of its niche, but most people see the Asics name standing for serious running wear, not leisurewear, even when it is already emblazoned on things like backpacks.

The name Asics is an acronym for “Anima Sana In Corpore Sano” (ASICS) which means “Sound mind in a sound body."

I think the Asics name, while quite erudite and meaningful, sounds a little technical for the fashion crowd, although, I suppose, it is no stranger than Adidas.

I did think that its retro sub brand, Onitsuka Tiger, had quite an interesting story behind it and might even have a better chance of gaining naming traction.

After all, people are already wearing that name.

Technorati Tags: Asics, Running, Shoes, Onitsuka Tiger, Clothing, Adidas, Brand Naming, Apparel

February 26, 2008

Energy Drink Naming Gets a Canadian Guru and a Buffalo Shark

I read a story copied on the Marketing Muse and News blog about the travails of Guru energy drink, a Canadian elixir that found its brand name after one of the company founders read an article about Bill Gates.

The world of energy drink brand naming is a strange one to say the least. I have written before about the badly named and banned Cocaine energy drink, which has found new life on consumer shelves this month alongside a copycat named Blow. But really, a quick rundown of recent trends in energy drink naming leads me to think that these are actually the tamer end of a weird spectrum.

Take Grapple Sauce, for instance. That’s about as eye catching as Guru, but pretty reserved compared to Crazy Horse. If you really want to get wired, take a sip of Donkey Kong Energy Juice or Power Up Energy Drink, two cross brands from the famous video games.

How about Who's Your Daddy, the ultra sexist “King of Energy” drink you might not offer to somebody on a first date.

The name I do like is Shark, which manages to be aggressive and interesting without being ridiculous. I have to wonder if the Shark from Buffalo will eat the Guru from Canada?

Technorati Tags: Naming, Shark, Guru, Cocaine, Blow, Grapple Sauce, Crazy Horse, Donkey Kong, Power Up, Who's Your Daddy

February 25, 2008

What Paris Hilton and The Naked Cowboy Know About Brand Naming

There are two naming related trademark cases out there that have people smiling this morning. The first is a list on CNN of trademarked phrases from the recent past like “19-OOPS” and "Let's Get Ready to Rumble!" that are now off limits to anyone who wants to inject a little modern phraseology into their product naming because they have been trademarked.

Matt Sanchez points out that even the wordsmith Paris Hilton can “lay claim and monetize parts of the English language” for her phrase “that’s hot.”

The Traverse Legal blog thinks that trademarking your unique phrase “illustrates how some forethought can become profit down the road.” I have to agree.

I also think that New York street musician Robert Burck, a.k.a “the Naked Cowboy” might have a good case when he defends his mark against Mars for using his likeness in their advertising, not least because he seems to have actually taken out two registered trademarks on himself.

Dan Slater on the Wall Street Journal Law Blog asks what he needs to make this case, the answer actually being pretty simple. He needs to prove there is a likelihood of confusion between himself and his (trademarked and profitable) brand name and likeness, and the images in the advertisement. As Sunny Hostin points out on the CNN site, the Naked Cowboy may soon be able to afford “some very nice duds.”

Technorati Tags: Trademark, Paris Hilton, The Naked Cowboy, Lawsuit, Let's get ready to rumble!, Burck, Brand Naming

February 22, 2008

El Porto No Mas: Legendary Beach Gets Posh Naming

The news story that the scraggly, but hip, LA Beach El Porto, is getting a naming change to North Manhattan Beach in a bid to shed its seedy, but soulful past and adopt a more posh image, which has led to some consternation among residents.

One surf shop has changed its name to El Porto Surfboards in protest. El Porto, once the favorite destination of those who wanted to let it all hang out, has cleaned up its image, possibly at some cost to its own spirit.

Bloggers at Manhattan Beach Confidential would have preferred El Norte. Not bad, guys.

Technorati Tags: Beach, El Porto, North Manhattan Beach, Surfing, Naming

Posted by William Lozito at 8:26 AM

Posted to Marketing | Naming | Sports and Recreation | Travel and Tourism
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February 21, 2008

Hummer and Camel Reposition Their Brand Identity

If your brand name starts to look unfashionable, the thing to do is relaunch it with some subtle differences.

The Camel cigarette brand has recently gotten its first makeover in a century, with revamped packaging that includes the words "Since 1913" and the tagline "Our best smoke ever" on direct marketing materials. At least they have kept Joe Camel in the crypt.

GM, on the other hand, has decided to focus attention away from the Hummer’s brand name by not only shrinking the car, but focusing on each vehicle’s alphanumeric code (H2, H3, H4). GM has also directed consumer’s attention to the utility of the vehicle with its new tagline "Purpose Built." SCOOTER+HUMMER.gif

In order to further distance itself from consumers who believe that it is a gas guzzling behemoth, GM has been shrinking the SUV as well, leading Oberdan Bezzi to design a Hummer Scooter, or the H2 450.

Technorati Tags: Hummer, GM, Camel, H2 450, H4, Cigarettes, Brand Naming, Purpose Built, Hummer Scooter

February 20, 2008

Kirstie Alley: Diet Brand Naming For The Rest of Us

The news that Kirstie Alley is going to start her own weight loss brand makes sense because so many people identify with her very public struggles with her weight.

She seems to be ready to leave Jenny Craig, where she has been the spokesperson for three years, with few regrets and best wishes to all.

Now, she has announced that she is the accidental role model for people who are struggling with the fatty roller coaster ride. Alley has a bevy of detractors, but many people support the idea of her striking out on her own, including the Diets in Review Blog. Her only problem might be that so many people liked her show Fat Actress, that her overweight persona might hurt her support for branding a weight loss product.

The actual brand name has not been announced, but I would suggest that she use her own name or a derivative of it. Kirstie Alley is somebody whose imperfections mirror our own, and she might just snag a niche market of people who are turned off by the saccharine perfection of other diet brands.

Kirstie’s would sort of be the diet brand for the rest of us.

Technorati Tags: Diet, Kirstie Alley, Jenny Craig, Weight Loss, Brand Naming, Fat Actress

February 19, 2008

Audio Spotlight Will Change Naming and Branding

Imagine you can put consumers in a situation where your product speaks to them, literally.

A great article on AJC.com tells us about a billboard for the A&E show Paranormal State, that has a woman’s voice eerily whispering "Who's there? Who's there?" and "It's not your imagination" to isolated spots beneath it, leading passersby to scratch their heads as they walk past.

This new Audio Spotlight technology obviously has fantastic marketing applications as well as being too intrusive for consumers if not used appropriately.

It could be an interesting tool to introduce a new brand name along with other elements of the marketing mix.

Technorati Tags: Naming, Paranormal State, A&E, Branding, , Audio Spotlight, Billboard

Posted by William Lozito at 7:34 AM

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February 18, 2008

Ford Offers a Global Brand Naming Fiesta

The news that Ford is bringing back the Fiesta at the Geneva Motor Show in March, has been greeted with much joy. The Fiesta is one of Ford’s better brand naming choices.

Introduced in 1976 (pictured left), it has stood the test of time in Europe, Asia, South Africa, Australia and the Americas but died a quick death in the US in the mid eighties, replaced by the Festiva.

This move by Ford also illustrates an example of truly global product naming strategy as well as forward thinking engineering. The Fiesta is actually a reincarnation of the Verve concept car, making it the most sophisticated Fiesta ever.

The idea here is obviously to create an equivalent brand name to the Toyota Corolla (pictured right), or the VW Golf, both of which are known worldwide.

While some grumble that the Verve name had a certain appeal, Ford seems to be betting on the fact that its US target market will not remember the Fiesta name from twenty years ago while those across the pond will appreciate a revamp of a trusted brand.

This is a great move by Ford. The Fiesta (the 2009 model pictured left) has sold over 12 million units worldwide and the brand spanking new car will offer plenty of competition to established brands. One important strategic element for Ford to survive is to embrace global brand naming, following the lead of its Japanese and European competitors.

Technorati Tags: Fiesta, Corolla, Festiva, Ford, Toyota, VW, Golf, Geneva Motor Show, Brand Naming,

February 15, 2008

Presidential Naming and Branding

How the naming of presidential candidates affects voters is something I have written about before, but the subject seems to have caught on.

A recent Reuters article in the press compares the merits of the name Hillary with the name Barack, with one professor quoted as saying “names are brands.” I couldn't agree more, as does Patrick Ruffini, who claims that “we are living through the first Presidential campaign that is being marketed like a high-end consumer brand.”

This sentiment was echoed by one of my respondents on the blog, who led me to a wonderful article about how fonts and typography are communicating to the electorate.

Hillary is indeed not a common name and thus it sticks with you and it is clear that she is not frequently using her maiden name Rodham and separating herself from Bill by de-emphasizing the name Clinton.

Search Marketing Guru points out that Hillary has essentially taken over the name on the Internet altogether.

Obama, however, is getting star power play for his stand alone last name and he certainly does not like reminding voters that his middle name is Hussein.

Mitt Romney and Rudy Giuliani focused voter's attention on their first names while John McCain prefers running on his last name.

One blogger claims that Fred Thompson dropped out because voters could not stand the idea of a president named Fred just like they felt the name Bob Dole was, well, dull. Dennis Miller, for his part tells us that there is no way a man named Huckabee can take the White House: “It’s like having a President with the name QuickDraw McGraw.”

Technorati Tags: Brand Naming, Hillary, Obama, McCain, Huckabee, Rudy, Thompson, Fred, President, Campaign

February 14, 2008

Anti-Valentine’s Day: Brand Naming For Lonely Hearts

I have been watching with some amusement the rise of anti-Valentine’s day brand naming. Today as you snuggle up with your loved one, please spare a thought to those of us who have had enough of this faux holiday and are striking back with some very interesting products that inadvertently have become anti-Valentine’s day icons.

If you just can’t bear the thought of another Valentine’s day, why not treat yourself to an anti-Valentine's day movie. Matt Atchly has a big list of classic movies that seem to feature Glen Close quite a few times.

Before you sit down to enjoy the likes of “Fatal Attraction” or “Dangerous Liaisons,” don't forget to send yourself an anti-Valentine’s day gift (I like the concept of bittersweet hearts that say Table for 1 or Peaked at 17) as well as an anti-VD day card.

Stuck in the 80's has a wonderful list of anti-Valentine’s day Ham has a recipe for the ultimate anti-Valentine's day meal: white bean and artichoke heart dip, which you might have before a serving of jerk chicken with bitter melon.

If you just can’t bear the thought of cooking on this, the loneliest of all the holidays, why not treat yourself to the Second Annual Anti-Valentine’s Day Ball at the New York Helmsley or the Broken Heart Ball at Otto’s in New York City, where the Saints of Pain will be playing.

Now that's great lonely heart’s club band naming.

Technorati Tags: anit-Valentine's, Lonely Hearts, Saints of Pain, Fatal Attraction, Dangerous Liaisons, Valentine's Day, Glen Close, Brand Naming

February 13, 2008

Does TuitionTree Brand Naming Make Sense?

Yesterday, on Trademork, I read something troubling about online loan service LendingTree.

Already facing a class action suit for “unfair business practices and false advertising," it has decided to offer a similar student loan service called TuitionTree.

I do think that TuitionTree is an improvement over the LendingTree brand name but worry that this kind of bad publicity could hurt any venture that ends in Tree. Rumory suggests that the entire LendingTree model is doomed anyway.

The next generation of real estate loan engines will be more personalized and will feature Web 2.0 naming like Zillow and Trulia.

Expect to see the same in the realm of tuition searching.

Technorati Tags: TuitionTree, LendingTree, Brand Naming, Zillow, Trulia, Loan Service, Lawsuit, Money Tree

February 12, 2008

When are Brands Refreshed and Revived?

I am always interested in the nuances of revamping a company’s brand naming or product naming. Fact is, a lot of the big branding news this year has come from brands that have updated their images, or changed them altogether.

The fashion world is busy bringing back names from yesteryear. I have already written about Halston making its USA comeback, now it seems in London, Ossie Clark (actress Sienna Miller pictured right in an Ossie Clark dress) and Nutters, from the sixties, are back on the catwalk.

The New York Times suggests that even the mafia could use some rebranding. And often age or changing tastes do create room for a brand refresh.

But the biggest reason that brand names we love get changed is acquisition. Honest Tea is soon to fall under Coke's control and that will affect how customers perceive it, which will, whether the company likes it or not, change the perception of Honest Tea from alternative to mainstream.

The one brand that is begging to be rebranded is Ford Mercury, or “the love that dare not speak its name” according to Robert Farago. It has to either be totally rebranded or else simply killed.

Technorati Tags: Branding, Mafia, Coke, Honest Tea, Ossie Clark, Sienna Miller, Nutters, Ford, Mercury, Fashion

February 11, 2008

American Living Brand Naming Brings Ralph Lauren to The Rest of Us

Ralph Lauren's American Living will be launched at J.C. Penney’s today.

Launching interesting, unique in-house brand names is part of J.C. Penney’s strategy to gather a larger and more upscale customer and it seems to be working.

Some may think Lauren is slumming by going to J.C. Penney’s, but ultimately the strategy will work not least because it emulates what Martha Stewart and other big name brands have done, using high-end brands to elevate the J.C. Penney brand.

Lauren seems incapable of putting a wrong foot forward since the Ralph Lauren look is something that has permeated American culture.

This is clever, under the radar product naming. The internet has been full of the news that Lauren is behind this move, and the American Living products are Ralph Lauren in everything but name.

For those of us who want the look of Ralph Lauren without the price tag will probably head to J.C. Penney’s this week searching for a deal.

Technorati Tags: J.C. Penney, Ralph Lauren, Brand Naming, American Living, Fashion, Naming

February 8, 2008

Return of Detroit Electric Car Turns Company Naming Back a Century

I think that it is great news that the Detroit Electric Car brand name will see light again after a hundred year absence, even if the first offices will actually be in California.

The reintroduction of a car carrying the brand name favored by the likes of Thomas Edison and John D Rockerfeller Jr. is a joint venture between US electric car company ZAP and China Youngman Automotive Group.

The Zap Alias model will carry the Detroit Electric Car brand naming. The company’s base in California will help solidify that state as the heart of alternative energy cars, especially electric cars. I do have to wonder if anyone finds it funny that the Detroit name will be appended to a company that really has nothing to do with Motown, but I am always pleased to see a classic name make a comeback.

I’ve said it before: you just can’t kill a good brand.

Possibly the name of the new company will remind car buyers that electric cars were once very popular in the US and not seen as alternatives at all.

Technorati Tags: Detroit, Electric Car, Zap, Alias, Brand Naming, Energy

February 7, 2008

Rome and Yahoo! Brand Naming Not Built in a Day

Jack Trout has a great post up about the brand naming duality of Google and Yahoo! if Microsoft’s plan to buy the company goes ahead.

One thing is pretty certain, the Yahoo! brand will stay and allow Microsoft an instant, huge piece of the search market and possibly leave MSN as the odd man out.

Trout suggests that Yahoo! and Google will become the Coke and Pepsi of the world of search. Or the McDonald’s and Burger King. Or the GM and Toyota. He feels that for most industries, sooner or later it comes down to two huge brand names and everyone else is left on the outside looking in.

Trout’s view seems overly simplistic to me. I think the broader the penetration of a product category, the more likely it is that there will be multiple competitors.

This make sense to you?

Technorati Tags: Microsoft, Yahoo, Rome, Google, Brand Naming, Trout, Live, Search Engine, MSN

February 6, 2008

Bank of America Chicago Marathon Brand Naming Goes The Distance

The Chicago Marathon has a new name and logo design that features its new sponsor, the Bank of America.

The prominence of the Bank of America name has Logo Design Works wondering, cynically, if it will ever be called The Bank of America Marathon. Right now the official name is Bank of America Chicago Marathon.

I think that there will always be an uncomfortable reality that the naming of huge sports events will always have the sponsor’s name close by, if not included. John Hancock is not shy about advertising its sponsorship of the Boston Marathon, although its name has not been officially attached to the event itself (nor has that of Huckabee, who is running it this year).

Not so with the ING New York Marathon.

The Tokyo Marathon has its own impressive logo but almost every image you see of the marathon includes the light blue Tokyo Metro name and logo as well. And on every site you see the other sponsor’s logos featured prominently.

What do you do if you are the Marathon Bank in Wausau? You sponsor the Ice Tee Classic, of course!

Technorati Tags: Marathon, Chicago, Tokyo, Boston, Bank of America, Logo, Brand Naming

Posted by William Lozito at 2:56 PM

Posted to Brand Naming | Marketing | Naming | Sports and Recreation
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February 5, 2008

Woolworth’s Lolita Brand Naming a Cynical “Mistake”

The news that Woolworth's in the UK had to

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