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January 19, 2010

Coke, Apple: When Branding and Naming Isn't Branding and Naming

Sometimes a brand name is not a brand name. Instead, it's a placeholder or an internal code name for another brand new product. It's an approach used when a company does not want to tip off the competition.

Take for instance, the MacGuffin that Apple seems set to release on Jan 27. We are all wondering if it will be called an iSlate, but Apple is keeping mum.

However, in a recent 'Save the Date' release to information starved journalists, Apple asks invites writers to, "Come see our latest creation," which just sounds downright creepy. It's like some kind of techno speak for a new baby.

What is it? What will it be called? We have no idea. They have dropped a few hints, though. The invitation is decorated with bright ink splotches, suggesting that "colour may be an important feature of the new product."

Coke, another brand we all know and love, is busy testing out a 90 calorie version. Well, sort of. They are offering us a 7.5 oz can, as opposed to the the regular 12 oz can. You get less, so you consume less calories.

So this is sort of a new name but sort of not. It certainly doesn't seem to come with a new price.

One blogger jokingly calls it "Wee-Coke," while Amy Brightfield wonders if we really will drink less of it, or just crack open two cans, making for a 15 oz, 180 calorie Coke drinking experience.

If that happens, Jennifer LaRue Huget asks "whose fault is that?"

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Posted by William Lozito at January 19, 2010 8:32 AM
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