March 10, 2008
Tom Ford Gets Bond Brand Naming Blessing
I think that its fair to say that there are some brand names that the average American consumer would never have heard of if it wasn’t for James Bond. Think about the Lotus Esprit S1, or possibly the Aston Martin, and almost certainly the Walther PPK or P99.
The recent news that Tom Ford will be getting the nod to make the tux in the new Bond film is likely to help bring the designer further out of the Gucci spotlight and onto his own stage. Getting your brand naming entwined with Bond’s just makes sense.
The actual name of the new movie, Quantum of Solace, is based upon a 1960 short story by Ian Fleming. 
The movie will bring back many old friends from Casino Royale and none other than Amy Winehouse will be singing the title track.
Paul McCartney, who sang the title for 1973’s Live and Let Die, says “I definitely wouldn’t do it again. I have been trying to think of something to rhyme with ‘Solace’ and all I can come up with is ‘Wallace’! I don’t envy whoever is going to write the song!”
Technorati Tags: James Bond, Tom Ford, Casino Royale, 007, Live and Let Die, Quantum of Solace, Ian Fleming, Tux, Brand Naming, Amy Winehouse, Paul McCartney, Aston Martin
Posted by William Lozito at 9:35 AM
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March 6, 2008
Olsens, Abbey Dawn Offer Glam Tween Fashion Product Naming
I am a big admirer of the Olsen Twins brand name (Mary-Kate and Ashley) and the way in which these two women have leveraged their brand naming into a number of fields.
They are writing a book entitled Influence that will feature numerous photos of the two girls who have become walking brand names and have carved out a serious niche for themselves in tween fashion branding as well as in more mainstream clothing, for example, The Row.
Possibly inspired by the Olsen Twins’ success, punk rocker Avril Lavigne is getting all “girly” and is set to offer the Olsen Twins some competition with the introduction of her Abbey Dawn collection. Abbey Dawn being her childhood nickname.
The Olsen Twins, however, are, well twins, leading some bloggers to wonder if sibling branding may be a powerful trend. Witness the rise of the Olsen Twin’s siblings’ line Elizabeth and James and Twenty8twelve, a clothing line from Sienna and Savannah Miller: “The name of the brand comes from Sienna Miller’s birth date (December 28th).”
The fact is, product naming for tween girls is is getting just as cut throat as high street fashion and using entertainment icons to do the job seems to be a great way forward.
Technorati Tags: Fashion, Product Naming, Olsen Twins, The Row, Avril Lavigne, Abbey Dawn, Elizabeth and James, Twenty8twelve, Sienna Miller, Branding, Savannah Miller, Influence, Tween
Posted by William Lozito at 9:16 AM
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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
Posted by William Lozito at 7:37 AM
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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
Posted by William Lozito at 7:31 AM
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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
Posted by William Lozito at 7:30 AM
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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 pull a bed with Lolita brand naming for pre-school girls has been met with hoots of laughter across the blogosphere after the company claimed to not be aware of the literary allusion to the sexually predatory pre-pubescent girl in Vladimir Nabokov’s famous novel, which was not only made into (at least) two movies but also referred to in the song “Don’t Stand So Close to Me” by the Police.
Sorry, but it is difficult to believe that this was an inadvertent mistake, or that the brand naming was introduced without somebody raising an eyebrow.
Maybe, just maybe, the people who created the Filipino cookie in the Netherlands were unaware that there is an entire group of people out there who would be offended by a tagline like ‘Are you as Tasty as a Filipino?'
Fact is, brand naming for pre-teen girls has become a virtual porno playground. Bratz dolls (pictured below) are now flagrantly sexualized (and encourage the kids to be bratty) and Playboy is now making its way into school wear.
Blue Milk has a great blog talking about the corporate pedophilia that we are subjected to daily and the “billions of dollars of marketing aimed at kids whose childhoods are being cynically abbreviated, stolen for profit.”
But who really cares, right?
Technorati Tags: Woolworth's, Lolita, Bratz, Brand Naming, Filipino, Police
Posted by William Lozito at 7:28 AM
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January 29, 2008
Sears and Halston Return to their Brand Naming Roots
The old adage “Know Thyself” is certainly true when it comes to popular brands.
Two news stories today put this into bold relief: the first is the return of glamour fashion brand names Halston and Ossie Clark, both of which died when they tried to move into popular, low brow fashion, but which have experienced a revival in recent years thanks to the likes of Kate Moss and Jennifer Aniston (pictured right, wearing a Halston dress). Maybe this time they will have learned something about sticking to their target markets.
The second was addressed by Jack Trout on Forbes.com yesterday when he wrote about the various brand names that helped build Sears: Kenmore, Craftsman, Die-Hard and Weatherbeater.
These are legendary brand names in American culture and are synonymous with the Sears brand name.
Trout suggests that allowing them to be sold by other retailers could spell disaster for Sears, adding that he feels that Sears should take over the Kmart brand naming altogether and present a united, unique front to Wal-Mart and Target.
It would be very interesting to see Kmart suddenly turn into Sears, which would immediately increase the brand name’s presence nationally. More importantly, it would be an over promise and is inconsistent with the merchandise offered in the current Kmart stores. In other words, this would be a band-aid fix.
Sometimes a brand name has to return to its origins to move forward, and remember the values customers have traditionally associated with their brand.
Technorati Tags: Halston, Ossie Clark, Sears, Kmart, Brand Naming, Kenmore, Craftsman, Die-Hard, Weatherbeater, Jennifer Aniston
Posted by William Lozito at 7:28 AM
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January 25, 2008
Counterfeit Brand Naming Hotspot Tries To Go Legit With SilkStreet
In what Agenda Inc. refers to as a “highly ironic move,” notorious brand naming counterfeit hotspot Silk Street Market in Beijing has applied for a trademark to its own SilkStreet clothing label and warned counterfeiters not to copy it.
In what must be the most lenient criterion for reselling a high end brand in the world, the company solemnly assures us that only traders with ““no record of selling fake or shoddy products within six months and no [customer] complaints.” can sell SilkStreet brands.
This will surely raise a few eyebrows over at Burberry, Chanel, Gucci, Louis Vuitton and Prada, who won a symbolic $1,387.00 in a joint lawsuit against Silk Street and five of its tenants, “the first case in China to end in such a settlement.”
I’m thinking that it will be really hard to convince people that you are wearing a real SilkStreet shirt.
Technorati Tags: SilkStreet, counterfeit, trademarking, Brand Naming, Silk Street Market
Posted by William Lozito at 7:33 AM
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January 22, 2008
Nike and Apple Take to the Air in Brand Naming
I have been mulling over Apple’s new MacBook Air brand name, which was announced last week at Macworld.
And here are a number of points that come to mind:
- Mac lovers knew the name was coming (and Apple may have helped them figure it out with their “There’s something in the air posters)
- David Pogue of the the New York Times writes that “the name ‘Air’ is particularly apt. It describes not only the laptop’s aerodynamic shape, but also its nearly complete inability to connect to cables.” I agree.
- Some people wonder if the folks over at Nike aren't going to think this is some kind of move on their turf, with one wag asking “So when the MacBook Jordans coming out?."
Or maybe that’s not a joke: in the very same week that Jobs announced the brand naming of his new computer, Nike let it slip that their 23rd Air Jordan was set for release.
Yes, “Air” is Nike territory, but I’d add that Apple and Nike are selling to an overlapping target market. By the way, I wonder if Apple minds the recently introduced Tata Nano auto, manufactured by Tata Motors in India.
Technorati Tags: Macbook Air, Nike Air, Brand Naming, Air Jordan, Apple
Posted by William Lozito at 7:33 AM
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December 19, 2007
Made in India: Is the World Ready For Luxury Indian Brand Names?
You probably have not heard of India's Tata Group, the country's largest automaker and possibly its biggest brand name, but you most certainly have heard of Jaguar and Land Rover.
These two brands may soon be sold to Tata Group for around $2 billion.
This is leading many experts to wonder if the world is ready for Indian luxury brand naming. Much as Martin Lindstrom did when Louis Vuitton moved its production to India.
Technorati Tags: Luxury Brands, Jaguar, Land Rover, Tata Group
Posted by William Lozito at 9:17 AM
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December 6, 2007
Brand Name Evaluation - The Importance of Context
As naming professionals, we are always surprised with associations that people make with the name candidates we present.
I feel it tells us as much about the person and their view of the world as it does their opinion on the name candidate.
One very common response we hear is "That name reminds me of x."
Our response is "You really have to evaluate the name candidates in context." Take the name American Eagle, for example.
- American Eagle is the regional carrier for American Airlines.
- American Eagle is also a retail clothing chain that is located in many shopping malls.
So, if our assignment were to name a clothing chain and we recommended American Eagle, it's very typical for client to say "It reminds me of an airline" and dismiss it for that reason.
We say, "Wait a minute." How about the Ford Fusion and the Gillette Fusion razor and the V8 Fusion juice?
As you can see, the same name can co-exist in multiple categories and not be confusing since all of these brand names are presented in context.
When I go to a store to buy Gillette Fusion razors, I don't think automobiles or juice.
Technorati Tags: American Eagle, American Airline, Ford Fusion, Gillette Fusion, V8 Fusion
Posted by William Lozito at 1:51 PM
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December 4, 2007
Brand Naming Can Tattoo You
I've said it before and I'll say it again: If you want a sure way to get your brand naming under people's skin, think tattoos.
As the latest trend, companies are not only incorporating tattoo art into their brand names, but also creating brands that are designed to appeal to people with tattoos.
- The convenience store chain 7-Eleven has a new energy drink called "Inked," which is "aimed at people who either have tattoos or those who want to think of themselves as the tattoo type."
- Dunlop has offered free tires for years to anyone who will get their "Flying D" tattooed to their body.
- General Mills is selling fruit roll-ups that allow kids to create "temporary tongue tattoos."
- Christian Dior, Tag Heur, Aussiebum, Bling, Benefit Cosmetics are all looking into creating "tattoo logos" in India, because tattoos are a big part of Indian culture.
Captain Morgan's new rum is called "Tattoo."
As you can imagine, people of all ages and nationalities wear tattoos, which means that you almost cannot lose by incorporating tattoo advertising into your brand.
What's next?
Technorati Tags: Tattoo, Brand Tattoos, 7-Eleven, Dunlop, General Mills, Christian Dior, Aussiebum, Captain Morgan
Posted by William Lozito at 9:47 AM
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November 27, 2007
Claseo: A Classy Product Name
Here's a new take on the concept of social shopping: clothes you need an invitation to buy. Claseo appeared in the November 15 SpringWise newsletter because of its concept, but we were attracted by the name.
While other social shopping networks have typical Web 2.0 names like ThisNext, Crowdstorm and ShopWiki.
"Claseo" emphasizes exclusivity rather than popularity.
You can tell from their name that their products, and their customers, have class.
Now, if only we could get an invitation...
Technorati Tags: Claseo, ThisNext, ShopWiki, Social Shopping
Posted by William Lozito at 7:57 AM
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November 13, 2007
eBay's Counterfeit Couture a Threat to Tiffany Brand Name
Tiffany's battle against eBay for not vigorously patrolling the sale of counterfeit Tiffany items is about to commence. The focus is on the ridiculous number of fake goods being sold by the online auctioneer.
Hermes has weighed into the battle, as have L'Oreal and others.
Despite the fact that eBay forbids the sale of these things quite explicitly, it seems that major brand names want eBay to take more responsibility for the no-good-nicks that fall through the cracks - and there seem to be thousands of them selling everything from Gibson guitars for under $3 to computers.
There can be no question that tracking what people want on eBay is a great way of tracking the world's most desirable brand names. And if eBay becomes the portal through which people undermine brand name equity of some of the most desirable names out there, then that is a real shame.
Add to that the ready availability for almost any brand name luxury good over the Web itself and it might be argued that "counterfeit couture" could very well wipe out the real thing.
Technorati Tags: eBay, Tiffany, L'Oreal, Hermes, Gibson Guitars
Posted by William Lozito at 9:58 AM
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November 5, 2007
Company Naming: Is Latin Fashionable?
According to the Wall Street Journal Spain's largest fashion retailer, Inditex SA, has plans to open a new chain for accessories. Thriftily, they're considering a name they already own: Uterqüe.
"Uterqüe" is the masculine form of a Latin pronoun meaning "each of two" or "both." This could have good connotations for shopping, as in "I'll take both," and for accessories that come in pairs, like earrings.
If anyone knew what it meant, that is. "Uterqüe" is not among the Latin words likely to be known to the general public. To those who've never studied Latin, "Uterqüe" looks a lot like "uterus" or rather, since this is a Spanish store, útero. Which might be appropriate for a store selling maternity clothes, but rather less so to high fashion.
Technorati Tags: Spain, Latin, Inditex SA, Uterqüe
Posted by William Lozito at 7:54 AM
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September 26, 2007
Nike's Air Native N7 Brand Naming for Native Americans
Nike's new Air Native N7 is the new sneaker brand name designed especially for Native Americans. This is the first time Nike has designed a shoe for a specific race or ethnicity. With a "culturally specific look" and a wider, higher design, it is meant to cater to the specific foot needs of Native Americans. The design sounds pretty cool: there are feathers inside and stars on the sole to represent the night sky. These are referred to as "heritage callouts," and are accompanied by "sunrise to sunset to sunrise patterns on the tongue and heel of the shoe."
The N7 name is a direct reference to the "seventh generation theory" which some tribes ascribe to, looking three generations behind them for wisdom and three generations ahead of them for legacy.
While alphanumeric naming is nothing new, particularly in the auto industry, this product reminds me of Wrigley's "5" gum brand, which depends heavily on the associations derived from the number itself (in this case the 5 senses), unlike the Milky Way 2 to Go bar.
I also must say that Nike has made a good move by addressing the needs of a small, niche market like that presented by Native Americans. It shows a kinder, gentler side of the company and underlines the interesting "core" of the brand name: "If you have a body you are an athlete."
Technorati Tags: Nike, Air Native N7, Milky Way, Athletic Shoes
Posted by William Lozito at 2:10 PM
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September 12, 2007
The Biko Brand Name Alive and Well in South Africa
South Africa marked the 30th anniversary of freedom fighter Steve Biko's death yesterday, who was killed during interrogation at the hands of the apartheid police.
Steve Biko is one of the great "might have beens" of history, and because he died in such a tragic manner and wrote so eloquently against the apartheid system, he is somewhat of a political martyr in South Africa... and now a fashion icon and indeed a brand name.
Wearing his image is now something between a fashion statement and a political statement. The commercialization of the Biko name, however, has caused much soul searching on the part of his admirers.
This reminds me of the same kind of agonizing over the use of the image and name of Che Guevara, another resistance fighter who died an untimely death and leaves a difficult legacy behind him.
It seems to me that people who buy images of Che or Biko are often not wholly aware of either figure's politics.
Their images might have become disassociated with historical reality and taken lives of their own, much as the glamorous preppy life of Ralph Lauren has done.
Indeed, Ralph Lauren, ironically, is another person who will be remembered more for the myth he created about the inspirational polo playing lifestyle than the reality of Ralph Lifschitz (Lauren's real name) from the Bronx.
The Lauren brand name, now 40 years old, is the window through which we remember the man. Perhaps he prefers it that way.
But I do think that it is worth noting that the romance of fashion may do a better job at preserving the memories of these men than the nuances of history.
Technorati Tags: Steve Biko, Che Guevara, Ralph Lauren, Brand Naming, Product Naming.
Posted by William Lozito at 8:22 AM
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September 10, 2007
Fashion Brand Name Collaborations Match the Boutique with the Big Box
Yesterday The New York Times published an excellent article by Eric Wilson entitled The Big Brand Theory, that talked about the new alliances between high-end fashion names and major retailers like Target and Gap.
- Lutz & Patmos very recently teamed up with Japanese giant Uniqlo
- The same boutique fashion brand name has also teamed with car giant Volkswagen to create a line of accessories for the new Eos
- Isaac Mizrahi has lent his name to Target in a line of cheap and very fashionable clothes that are designed to make middle America more fashionable
- More collaborations are to come with Gap teaming up with fashion trio Thaoon, Rodarte and Doo to bring a hint of elegance to its everyman clothing line
In August, Vera Wang announced she will create an exclusive brand for Kohl's called Very Vera by Vera Wang. The line will include sportswear, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
I think this is the way forward for high-end fashion brand names, not least because nowadays knock-offs of runway styles are getting into low-end stores faster than the originals thanks to Internet technology and a new, very savvy breed of fashion entrepreneur.
Carefully matching big names with boutique names is the way, I think, to beat the copycats at their own game, and to lift the general quality of fashion in the malls.
It seems that up and coming brand names meld better with the big chain stores' needs than already well-established fashion names like Halston... although we might see Karl Lagerfeld join the trend as well.
Technorati Tags: The New York Times, Eric Wilson, Target, Gap, Lutz and Patmos, Uniqlo, Volkswagen, Isaac Mizrahi, Karl Lagerfeld, Very Wang.
Posted by William Lozito at 8:08 AM
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August 20, 2007
Company Naming Change Trends - The More Brands the Merrier
When a company expands its horizons, more often than not a merger or acquisition is the cause.
Last Thursday's post mentioned Rocky Shoes and Boots, Inc. literally getting "too big for its boots," changing its name to Rocky Brands, Inc. upon acquiring Michelin Footwear and Zumfoot.
More recently, Payless ShoeSource followed suit completing its acquisition of The Stride Rite Corporation and re-naming itself Collective Brands, Inc. as a result of the $900 million transaction to become the largest non-athletic footwear company in the Western Hemisphere.
"The new company name was chosen to communicate that together - collectively - these three units and their combined expertise and powerful brand portfolio create a stronger, expanded enterprise well positioned to serve a broadening base of global consumers."
Our proprietary Company Naming Changes research reveals that over a third of company name changes (34%) are initiated for this reason we like to refer to as "Dog Eat Dog." This trend continues to ring true in 2007.
If the shoe fits...
Technorati Tags: Company Naming, Michelin Footwear, Payless ShoeSource, Dog Eat Dog, Name Change, Rocky Brands, Zumfoot, Brand Names.
Posted by Kristin Konchar at 4:41 PM
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August 7, 2007
The Beckham Brand Name Smells of Money
The Beckham brand name is marching on even if David Beckham himself is benched with an ankle injury.
Next month US shoppers will be able to buy David and Victoria's Intimately Beckham fragrance line.
The launch quietly went off last Thursday and the perfumes have been well received so far: Intimately Beckham Man is a "modern woodsy-spicy scent" while the Woman version smells of "lilies, tuberose, vanilla, sandalwood and orange blossoms."
The ad the Beckhams have been using across the pond, however, might need to be revamped... I simply do not recognize either of them in the picture. For instance, Victoria and David on the Victoria Beckham blog shows a much rougher looking bloke covered in tattoos.
This couple clearly has an empire going: the fragrance line, which includes David Beckham's Instinct is going to ring up $100 million, and Victoria is working on a line of sunglasses and clothing which already includes the VB Rocks denim jeans.
Their photo shoot last month in a seedy hotel probably heralds a new, rougher image for the American market, illustrating that the brand name can easily change with the times, even when Becks isn't on the field.
Will it succeed?
Of course. One gets the feeling that Victoria Beckham is a savvy manager of this multimillion dollar brand name, and we will be bending it like Beckham long after David retires from football (soccer in the US) and Posh Spice is but a memory.
Technorati Tags: David Beckham, Victoria Beckham, Intimately Beckham, Rocka dn Republic Jeans, VB Rocks, Brand Naming, Brand Names.
Posted by William Lozito at 8:13 AM
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July 25, 2007
Saucony Name Branding Getting Corny Without Cheerleaders
Saucony has me stumped. The '80s shoe brand name has a new parent company, Payless Shoe Source, and is stepping out with a new brand identity, including a new brand name and refined logo: the brand name is now lowercase and neater looking. By the way, lower-case logos, either brand or company, appear to be a trend these days - think nielsen, at&t, unum.
OK. So far, so good.
They have kept their "Loyal to the Sport" slogan. Which is fine except for the fact that lots of their sneakers look like they are made for relatively sedentary non-runners. Who is Saucony being loyal to? Skateboarders, walkers or runners? Competitive rap artists? Which one is THE sport?
Ok, never mind. Let's move on. The real head scratcher is that Saucony is introducing a new brand "manifesto" on boxes and hangtags: "A good day is when we get to run. A great day is when we inspire someone else to run."
I'm just not getting this. It sounds like a weird take on Nike's "Just Do It" slogan, but in this case it's "Just Get Someone Else to Do It." It's right up there with that old riff on the Soloflex "No Pain, No Gain" campaign, which was transmogrified by some wags to "No Pain, No Pain."
Nobody seems to know where a slogan stops and where a "manifesto" begins, by the way.
Additionally, Saucony will use the line "No Cheerleaders Required" to promote their cross country shoes.
Well, yeah, that's right, guys. Cross-country runners don't get cheerleaders. They have never been required. Am I missing something? Are there squadrons of teenage girls out there somewhere waving pom-poms at long distance runners?
The whole point of this new campaign is to make the brand name more streamlined and congruent. This has not been achieved, people. You have an ad line, a tagline and a manifesto and not much of it makes sense.
Plus, and I hate to say it, but nobody can pronounce your company name. Is it "sock-on-ye," or "sew-cone-ee"? Surely, it's not "so corny"?
That's not very inspiring.
Technorati Tags: Saucony, Payless Shoes, New Logo, No Pain, No Gain, Nike, Just Do It, Loyal to the Sport, Soloflex
Posted by William Lozito at 9:35 AM
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