March 3, 2008
Intel Atom: Processor Product Naming for Your PC, Fridge or Mirror
Intel, long known for their confusing naming strategies, has selected the name Atom for its new chip line that could find itself in all kinds of new devices, including many that “haven’t had a serious processor before,” like, say, your refrigerator, toaster or even your bathroom mirror.
The Atom naming replaces the Silverthorne code name and also will be used in the Centrino Atom brand name for those products (mostly mobile Internet devices) that carry only Intel processors.
The name also does away with the Diamondville code name processors for desktops and notebooks.
This naming launch has focused some bloggers on the (pretty vague) difference between notebooks and netbooks. As Tech-Ex says, “Great, more terminology.”
Intel's sub branding nomenclature is doing a nice job of balancing the emphasis of its master brand and new sub brands.
Technorati Tags:Atom, Intel, PC, Silverthorne, Centrino Atom, Diamondville, Naming
Posted by William Lozito at 8:04 AM
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December 7, 2007
Dim Name for a Bright Idea
There are times when a name can fit all your criteria and still be the wrong name for the product or service. Dimdim, a free web meeting tool aiming to compete with the likes of LiveMeeting, WebEx and GoToMeeting, is a prime example. According to founder D. D. Ganguly:
- We sat down with 18,000 domain names and promised ourselves that we would not leave without naming our company. We set 5 simple rules:
- The dotcom domain name must be available
- The name must have high recall
- The name must be international
- The sound of the name must translate without ambiguity to its spelling
- The spelling must translate to unambiguously to its pronunciation
Five hours later we named the company Dimdim.
Eighteen thousand domain names and they picked Dimdim? Sure, it meets all their criteria: it's phonetic and the sounds are common to most languages. It may outdo the Wii in that department.
Like "Wii," "Dimdim" is a name that's just asking to be made fun of. And the Wii, at least, is for gamers. Dimdim is a business service. "Wii" also has Nintendo's marketing budget behind it.
Of course, lots of Web 2.0 products have silly names, and that doesn't stop them from succeeding. But "Flickr," "Twitter," and "Jaiku" all have names that relate to what their service does. Even ooVoo, which scores very high on the silliness scale, looks like "you view."
I can hear the slogans now: "Dim meetings for dim people."
Technorati Tags: Dimdim, Flickr, Wii, Twitter, WebEx, GoToMeeting, Web 2.0, Domain Names
Posted by Diane Prange at 8:57 AM
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November 29, 2007
Sinatra Resurrected as a Brand Name
Frank Sinatra fans will rejoice when they learn that Warner Music Group and the Family of Frank Sinatra have formed a new brand name called Frank Sinatra Enterprises. It "integrates all facets of managing Sinatra's music, film and stage legacy, including administering all licenses for the use of his name and likeness."
This is not small news, as the company will own a good amount of the Sinatra recordings, including those from the Reprise era as well as films, TV specials, unreleased recordings and so forth. This move turns Frank Sinatra into a brand name that will live on forever.
Even better, it is an excellent example of how a company can expand its scope and sell "more than just music." Use of the Sinatra brand, beyond his music, should have at least as much equity.
Technorati Tags: Frank Sinatra, Warner Music, Music
Posted by William Lozito at 8:57 AM
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November 26, 2007
Kindle Kinda Not Good Brand Naming
We have known that Kindle, Amazon's eBook reader, was coming for some time now, but last week we saw Newsweek's Steve Levy raving about it as the "iPod of reading."
There are two interesting naming developments here:
- For one, Kindle is not naming a gizmo or a device as is often the case with cell phones, but it's naming a service that will act as an extension of the Amazon store.
- The Kindle name is a verb, not a noun. Where have all the good nouns gone? In almost any category they are taken.
I also have to wonder if the name Kindle was well chosen as ParisLemon has a picture of kindling burning on its blog and there are sure to be many "up in smoke" jokes cracked if this particular gadget, I mean service, gets burned in the marketplace.
This seems possible after Scoble's review and other iffy reviews from the book set.
I also think that the Amazon brand name appeals to people who love books, and eBook readers are meant to help, not hurt, those people.
A product name like Kindle might be meant to refer to "kindling excitement" but it also reminds me of book burning. Also, as Laura Freberg points out, "I surely don't want my "book" to ignite in my lap" like some computer gizmos have in the past.
Technorati Tags: Amazon, Kindle, eBook, Sony Reader, iPod
Posted by William Lozito at 8:23 AM
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November 9, 2007
Company Name Changes: Working Assets Believes It(')s CREDO
Working Assets, the telephone company whose unique selling proposition is the donations it makes to progressive causes, has just announced a name change, despite the fact that it hasn't been bought out or acquired any new subsidiaries.
Now, "Working Assets" wasn't a bad name: it conveyed that the company was putting its (and your) assets to work - if not necessarily what they were working for. But the new name, CREDO, focuses attention on the "paycheck of the heart" that the connected generation demands.
In a letter addressed to its customers, CREDO answers the question "Why are you changing your name?" this way:
- Because we want our name to tell the world what we're all about, so we can continue to grow our business an our movement for progressive change. Because "credo" means belief and belief is at the heart of everything we do. The belief we can make the world a better place through great phone service. As CREDO, we'll be reaching more people and working even harder for progressive change.
They could easily have added, "because the new name gives us an entry point into the social media revolution," because that's what the "What's Your Credo" project does for them. CREDO is inviting people - whether or not they're customers - to upload videos of themselves saying what they believe.
The word credo itself is Latin for "I believe" and is the root of the English word "creed," though it has also come into the English language as "credo," which actually means a system of principles or beliefs.
Those interested in trying the service will be happy to know that the bribe for signing up is still the same as before: free Ben & Jerry's ice cream.
Technorati Tags: Working Assets, Credo, Ben & Jerry
Posted by William Lozito at 8:17 AM
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November 8, 2007
Brand Recognition in the Womb?
Trendwatching.com just posted an article called "Generation Z," a quote from which caught my eye:
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First of all, no generation in the history of mankind can be made to embrace brands with such eagerness by exposing them to specific brand benefits. Consider this research nugget: a Swiss study has found that when sufficiently exposed to child-friendly brand jingles, tunes and spoken messages during pregnancy, up to 77% of all newborns not only recognize these brand markers, but develop a brand preference that could last until puberty, and probably into adulthood (final results are not yet available as the project only started two years ago). Furthermore, an astounding 23% of infant participants could indicate at least 9 out of 12 favorite brands using rudimentary hand signals.
Now, as it happens, this article is a spoof. Or, at least, it's meant to be a spoof -- there's no such study, and Trendwatching isn't really advocating marketing to children in the womb. And while we would find it fascinating if babies could really recognize brand names just because their mothers had heard them when pregnant, we're not in favor of it, either.
Nevertheless, it appears that Trendwatching isn't far off the mark. Children develop brand awareness very early. In 2005, the Amsterdam School of Communications Research published a study entitled "Identifying determinants of young children's brand awareness: Television, parents, and peers ." To quote from the abstract, "Two- to three-year-olds recalled only 1 out of 12 brands, whereas they recognized 8 out of 12 brands."
Are you scared yet? The Campaign for a Commercial Free Childhood is. Their 28-page booklet, "The Facts about Marketing to Kids" makes the point that very young children can't distinguish between commercials and program content, and adds that six-month-old babies are "forming mental images of corporate logos and mascots."
Programs for educating infants don't seem nearly as successful as those intended to fixate them on buying things, because infant brains are better at recognizing sounds and shapes than at comprehending social values. (Hat tip to the Faux Real blog .)
This would be good news for the naming industry -- if we didn't care about letting our children grow up to be able to decide for themselves whether a name or a product is a good one.
Technorati Tags: Brand Awareness, Children, Marketing to Kids, Television, Ads
Posted by William Lozito at 11:37 AM
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November 6, 2007
Brand Naming: Google’s Android is Pretty Frightening
Google's launch of the new Android mobile software finally puts to rest the rumors of a gPhone. In fact, the new free software will not even feature the Google logo but, as Dana Gardner points out, this move will "threaten no less than the personal computer itself" by basically making any new cell phone a Gphone.
Extra Tech has sighed in relief over the fact that the Gphone name, "which stopped being cute awhile ago in the fine tradition of J-Lo, A-Rod, and K-Fed" can go away now, hopefully forever.
Still, the Gphone name will be around for some time, as even the guys at Google like to talk about it. Google's idea of omitting the Google brand name on the phones is a smart move and "part of Google's multilayered strategy to win over the wireless search and advertising industries."
The Android brand name reminds me of a '50s Sci-Fi flick "Androids & Cyborgs." Given Google's aggressive entry into the market, calling the new mobile software Android is little bit frightening given this free, stand alone piece of software will essentially enslave your phone to Google, making it Gphone in all but name.
Technorati Tags: Google, Android, Mobile Software
Posted by William Lozito at 11:09 AM
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October 22, 2007
Brand Naming: Cingular Name Haunts AT&T?
As you know, I have been following the AT&T's efforts to re-brand Cingular and today I came across an article in Advertising Age suggesting that it has been a "failure of epic proportions."
Many feel that AT&T is "struggling" to convey the "seamless" blend of Cingular and AT&T, despite the fact that AT&T's brand name is so high in global awareness rankings.
I realize that many people miss the Cingular brand, but as I mentioned before, I think AT&T made the right move in scrapping the Cingular name. The share price is increasing and the AT&T brand name has broader and deeper recognition.
Just give it some time. Be patient.
Technorati Tags: AT&T, Cingular, Global Brand
Posted by William Lozito at 9:08 AM
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October 4, 2007
i-Nvasion of the ‘i’
I've noticed a curious linguistic phenomenon developing around the new iPod touch (you know, the one that's basically an iPhone without the phone). People keep calling it the "iTouch." Yet no one calls the iPod shuffle an "iShuffle," or refers to the iPod nano as an "iNano."
Perhaps it's because the iPod touch looks so much like, and appeared so soon after, the iPhone, which is not, after all, called "the iPod phone." And maybe it's happening because everyone who sees it thinks "I want to touch that."
Technorati Tags: iPhone, iPod touch, iPod shuffle,iPod nano
Posted by Diane Prange at 12:02 PM
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October 3, 2007
Verizon Goes For Space Age: Mythological Product Naming on Voyager and Venus Phones
Verizon has responded to the canon blast of Apple iPhone's success with a roster of new, interestingly named phones that shift the company away from an alphanumeric nomenclature.
The Samsung Juke, new Blackberry Pearl, LG Venus and LG Voyager are being launched simultaneously today, with the Voyager being the so-called "iPhone killer."
The Voyager looks just like an iPhone, but comes with a QWERTY keyboard.
The Venus and Voyager brand names place LG's product naming into space age territory. One can't help but think of the Voyager space satellite, but also, possibly lamentably, Star Trek Voyager.
The Venus (LG VX8800) is aimed at the female demographic, quite wisely since the name "Venus" refers not only to a planet, but to the mythological goddess of love and beauty, in addition to Gillette's Venus razors.
The Juke is the old U470 fashion phone for people that don't want to surf the web, but want to listen to music.
These phones are being launched right on the heels of news from the ACLU that Verizon seems to be stifling political discourse on the web, leading to a seething Op-Ed piece in The New York Times this morning that might hurt the launch of these new handsets.
Technorati Tags: Verizon, LG Voyager, LG Venus,Samsung Juke,iPhone
Posted by William Lozito at 8:43 AM
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October 1, 2007
Company Naming That Is As Funny as It Wants to Be
There are many company names that are funny without really meaning to be, for example STD Contractors, the WTF Group, or Phag.
Some restaurants also just seem to create unintentionally memorable names, such as the House of Hung or Yuki Sushi. Boring Business Systems is another name that is kind of, you know, boring.
The fact that these names are funny works against the brand. Yes, they are memorable, but they are not doing much for the business - who really wants to eat "Yuki Sushi," even if it is easy to remember?
On the other hand, Raymond Lawrence has an excellent post up about funny business names that work. Nerds ToGo, Pet Butler, Boneheads and College Hunks Hauling Junk are all on the crazy side but they get the service message across. Brick Kicker gives pizzazz to a home inspection business, and FunBus is a better service offering than "livery service."
The point is that these company names are funny because they want to be: they're laughing with the customer and not being laughed at. Walking that line, however, is no small feat.
Technorati Tags: Company Naming, Funny Business Names, Memorable Names
Posted by William Lozito at 10:06 AM
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September 13, 2007
Netscape Has a Propelling New Brand Name
A few days ago I wrote about the danger that the Netscape brand name seemed to be in, not least because its identity as a social news portal has been dropped and will be moved to a new site which has yet to be named.
Well, the name is out and its a good one: Propeller.
As one Netscape blogger points out, "to propel means to motivate, actuate, move, prompt, incite, impel, or to give incentive for action and cause to move forward with force."
OK, I'll accept that, not least because they will be "propelling" news to us.
Of course, we would expect Netscape to spin the Propeller (a blog title that has been used many times in relation to the new brand naming) but the future of the brand is still in doubt, according to Tim Faulkner.
This news comes right on the heels of Motorola's announcement to launch a content portal with the name Comprehensive Solutions Catalog which James Quintana Pearce hopes "is a working title and not the planned brand name."
Technorati Tags: Netscape, Propeller, Muhammad Saleem, James Quintana Pearce, Product Naming, Brand Naming.
Posted by William Lozito at 7:43 AM
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September 6, 2007
iPod Gets a Classic Product Name
The big news this week is that Apple has revamped the iPod line and in doing so has tweaked their product naming.
We now have the iPod Touch, which is essentially an iPhone without the phone. One user points out that it's the first one-syllable product name in the iPod line. Lots of people would have liked to call it the iPod Feely, which is probably not a great name, and neither is iPod Smudgy.
The new Nano, which has been leaked as Fat Nano or Fatty is now to be referred to, officially, as the 3G Nano.
The news that has really raised a few eyebrows is the fact that the current Video iPod is getting a facelift and more capacity and will be released as the iPod Classic.
Now just hang on a darn second. A classic item is, well, one that's been around. One we know. Like Coke Classic. This is a newly revamped item that gets the classic brand name. In other words, nobody out there owns this classic item yet.
Blogger Chris Turner is starting to think that maybe there are just a few too many iPod names floating around out there. He suggests that when Apple puts the name classic on something, it's probably getting a spruce up before heading to the pasture the way Mac Classic was the last of its breed.
It's also a little crazy, notes another blogger, that a product that was the must-have item in 2005 is already relegated to classic status. Steve Jobs points out, "It's just called the iPod because it was the first one, and we thought: it's time to give it a name. We're going to call it the iPod Classic."
It's funny, but when we call something a classic, it's a good thing. A Porsche 911 is a classic design, for instance. The Parker 75 ballpoint is a classic pen.
But when a company actually uses the word classic in a product name that may not be such a good thing. The name Coke Classic, after all, was born out of the biggest debacle in the company's history.
Technorati Tags: Apple, iPod, iPhone, iPod Touch, 3G Nano, iPod Classic, Coke Classic, Porsche 911, Parker 75 Ballpoint, Product Naming.
Posted by William Lozito at 8:32 AM
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September 5, 2007
Failed Foleo Product Name is Ugly, Oily Damaged Goods
Palm's recent cancellation of its Foleo mini-notebook is yet another dead end in the twisting and winding route of brand naming that the company has embraced.
One of the reasons the Foleo failed was that the gadget blogs hated it, of course.
But the name has also been an albatross. Foleo is a play on the word Folio and is designed to help the gadget fit into the Treo brand naming nomenclature.
Back in June, The Inquirer ran a great article by Fernando Cassia entitled "How to Make Palm's Foleo a Winner, In Ten Easy Steps."
Step one was to change the name, which has been lampooned as Folio Folly. Spanish speaking people may, just may, be turned off by a word that looks like a combination of feo (ugly) and oleo (oil). Plus, it's difficult to think of any successful gadget that starts with an F.
The blogosphere seems to like Palm Book or Palm Agenda but Palm is stubbornly going ahead and calling the next generation the Foleo II, despite the fact that we never had a chance to buy the original Foleo.
Why, oh why, do companies stick to a product naming scheme that has been cursed by failure and disappointment?
As tech guru Monte Carlo Corpuz says, "the name's damaged goods." I agree.
Technorati Tags: Palm, Foleo, Treo, The Inquirer, Fernanado Cassia, Monte Carlo Corpuz, Product Naming.
Posted by William Lozito at 7:55 AM
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August 30, 2007
Has Nokia Laid an Egg with Ovi Product Naming?
Nokia has just announced a new product name that will cover a range of Internet services called Ovi, which means door in Finnish.
This moves Nokia's focus away from mobile devices to Internet products, music and online gaming, which pretty much puts it head-to-head with Apple and the product naming legend iPhone.
Nokia's answer to iTunes will be the Nokia Music Store; and gamers get N-Gage, a name I wrote about yesterday. There will also be Nokia Maps, which I suppose will go head to head with Google Maps.
All Oy-Vey jokes aside, the Ovi name is almost as uninspiring as Loudeye, the service that Nokia bought and re-treaded to make Ovi.
I like the fact that Nokia is trading on its Finnish heritage... it works for the brand name Nokia. Ovi, however, is a little strange to those of us who have been brought up speaking languages heavily influenced by Greek and Latin (that's most of us in Europe, North America and the rest of the English speaking world).
As a name consultant, the first words that come to mind when I hear Ovi are eggs and ovaries. That's no coincidence, because ovi, ovum and ovo are the Greek and Latin prefixes meaning egg.
You can travel to Italy to visit the ruins of the Castrum Ovi, or the Fortress of the Egg if you like. Maybe they should do a product launch there?
Fact is, the prefix ovi is really very well ingrained into the English language as having something to do with eggs and pregnancy.
And that may not be so great for Nokia.
On top of that, in Ohio, OVI stands for "Operating a vehicle while impaired."
Enough said.
Technorati Tags: Nokia, Ovi, Apple, iTunes, Nokia Music Store, N-Gage, Nokia Maps, Google Maps, Castrum Ovi, Fortress of the Egg, Product Naming.
Posted by William Lozito at 9:02 AM
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August 22, 2007
To (dot) Mobi or Not to Mobi, That is the Brand Naming Question
The dot mobi dilemma is an ongoing challenge in the world of naming and branding, not to mention tagline development.
The dot Mobi blog tells us that sex.mobi is about to go on sale and that big brand names like Zagat.mobi and AAA.mobi have joined the club... not to mention Weather.mobi.
They are poised to break 700,000 dot Mobi names soon and Network Solutions even conveniently has a BuildMyMobi.com site to help developers help people promote their product names in this new arena.
And yet, and yet.
Dot mobi domains are not registering very well in India.
That's a bad thing because although so many people in the developing world use mobile phones to access the Internet, registering a dot Mobi name costs much more than simply redirecting users to a wireless dot com.
Also, the guys at GoMo News have a real bone to pick with the dot Mobi gang, calling them "arrogant." Ouch.
Teething problems aside, dot Mobi will have its role to play in the future of the Mobile Web, a future that was brought that much nearer with the smashing success of the iPhone.
But frankly, it is really hard to say where a dot mobi domain name fits into a product-naming scheme and even in a company's technology naming strategy.
Right now, the best I can say is that having a dot mobi naming strategy should be part of a naming service strategy... sometimes.
Technorati Tags: dotMobi, GoMo news, Skooba iPhone, Company Naming, Branding, Tagline Development.
Posted by William Lozito at 9:23 AM
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July 30, 2007
Technology Companies using Branding to Move Closer to Consumers
It's a well-known economic fact that the higher you "move up the food chain" to the consumer, the higher the margins.
Technology companies are well aware of this Law of Proximity, a term I just coined.
However, technology companies execute against the Law of Proximity in different ways.
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In the case of Intel, they branded a component of a computer and established a brand preference for it with its Intel Inside® campaign. Even engineers with Master's degrees in electrical engineering, who should know better, prefer Intel over Advanced Micro Devices as the chip in their personal computer, while both are capable of the same functionality and performance. -
Seagate is moving up the food chain with its introduction of a new product called FreeAgent&trade. Although this product has functionality such as duplicating content and sending it via email or to your iPod, it essentially is a mini-server positioned for the B2C market. -
Cisco has largely bought its way up the way up the food chain by purchasing B2C companies such as Linkysys. However, John Chambers, CEO of Cisco, has just acknowledged that although Linksys is a better-known product in the US, over time, it will be dropping this name in favor of the Cisco master brand. In effect, Cisco will evolve from a B2B brand to a combination B2B and B2C brand.
Technorati Tags: Intel, Intel Inside, Seagate, FreeAgent, Cisco, Linksys.
Posted by William Lozito at 1:32 PM
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July 26, 2007
Are Domain Names Becoming Brand Names in the Press?
An interesting post has been published by The Conceptualist that looks at the way established brand names are now referring to themselves in the press using their domain name.
Our proprietary analysis of company name changes showed a definate obvious shift away from dot-com names. I'm wondering, just wondering, if we're going full circle with dot-com names beginning to become in vogue again? Could this be due to the Web 2.0 influence. Or is this just another example of the natural rhythm of nature. What's out is in, and what's in is out, back to what's out is in.
But The Conceptualist has identified the fact that while the company's official name may not be a dot-com, they are happy to refer to themselves that way.
The Conceptualist points out that ABC refers to themselves as ABC.com and that Advanced Internet Technologies refers to themselves at AIT.com.
That's a darn good observation, and illustrates the fluidity of company naming.
Although it's obviously becoming easier for companies to simply refer to themselves as domain names if they want to drive traffic to their site, it also makes having a domain name that is pretty close to your company name or brand name much more important.
Obviously, your domain name has become a crucial part of naming a business.
This is all probably ringing a bell at Twentieth Century Fox, who just won its suit against a cybersquatter over The Simpsons Movie domain name.
In any event, the real game here, of course, is getting people to come to your web site without having to type in the domain directly.
Technorati Tags: The Conceptualist, ABC.com, Advanced Internet Technologies, AIT.com, Twentieth Century Fox, The Simpsons Movie.
Posted by William Lozito at 10:33 AM
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July 24, 2007
Hot Ghetto Mess The Worst Naming Mistake of 2007, Possibly Ever
Who says bloggers can't force a media company to reexamine its naming strategy?
The recent news that the exploitative and ridiculous Hot Ghetto Mess aired by BET has had its name changed to We Got To Do Better, is great news for anyone with a shred of decency.
The change was forced on the network largely through the efforts of one lone blogger, Gina McCauley, whose blog, What About Our Daughters slammed the incredibly racist content of this show which is, amazingly, supported by a black network despite the fact that it references an obscene website that might as well be a propaganda medium for the KKK.
Jasmyne Cannick asks the logical question about the name change: "After we finish laughing at each other so hard that it hurts, are we then supposed to be inspired to do better for ourselves?"
One thing is clear: No sponsor in its right mind wants to tie their brand name to a show (and by proxy to a website) "featuring naked black women and a black-face cartoon."
It seems that no one on TV is more exploitative of black culture than BET, who has claimed that they are not really backpedaling: The original name of the show was Hot Ghetto Mess: We Got To Do Better.
Yeah, whatever.
Jack and Jill Politics asks: "When will the minstrel shows end?" and suggest the current grammatically incorrect name get changed to BET Got to Do Better.
BET, nix the show, you nitwits.
You don't have to be a naming company to see that this is rotten to the core.
Technorati Tags: BET, Hot Ghetto Mess, We Got To Do Better, Gina McCauley, Jasmyne Cannick, Jack and Jill Politics.
Posted by William Lozito at 8:50 AM
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July 18, 2007
New Product Names for Turning Technologies' Latest Products
As you may be aware, the No Child Left Behind Act requires that students meet certain levels of proficiency. The testing related to this is often referred to as "high stakes" testing.
Turning Technologies, LLC has introduced three new assessment tools to enhance their audience response system which helps students improve their academic performance.
- TestingPoint™ allows teachers to easily develop, format and administer tests.
- VantagePoint™, a web-based analytics application for creating different analysis reports or summaries of student performance against state standards and AYP goals, uploads session files from TurningPoint, TestingPoint and paper-based bubble tests.
- QuestionPoint™, a question bank powered by LearnStar, provides high-quality content questions, which can be uploaded into TurningPoint and TestingPoint.
Strategic Name Development created the TestingPoint, VantagePoint and QuestionPoint product names to be consistent with Turning Technologies' brand architecture and nomenclature. That is, all components of the suite names end in "point," but still emphasize the versatility and flexibility of a program that offers something for everyone.
Turning Technologies is another satisfied client.
- "Strategic Name Development was creative, responsive, and provided us with a broad range of strategically sound name candidates. They are very easy and enjoyable to work with," said Tony DeAscentis, Vice President of Marketing at Turning Technologies.
Thanks to Tony and the entire Turning Technologies team. You were great to work with, very professional and insightful.
Technorati Tags: Turning Technologies, TurningPoint, TestingPoint, VantagePoint, QuestionPoint, Strategic Name Development, Product Naming.
Posted by William Lozito at 10:47 AM
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July 7, 2007
AT&T Company Name on Car #31 A Headache for NASCAR
A fascinating article on Insider Racing News outlines the case between NASCAR and AT&T that seems to be full of twists and turns.
I believe this type of argument seems to be making NASCAR event naming very confusing, not least because Bud is bowing out off the Busch Series, leaving the door open for Wal-Mart or Coke to step as the top name sponsor.
One interesting point, I feel, is that NASCAR’s 2003 naming of its premier cup the “Nextel Cup” instead of the “Winston Cup” allowed it to finally market to the under-eighteen demographic.
Now a name change will take place once again when the Nextel Cup becomes the Sprint Cup and NASCAR execs try to maintain Sprint’s excusive ad rights by preventing AT&T from advertising on car #31, which used to display Cingular’s "bouncy guy" before the company changed its name to AT&T.
It looks as if NASCAR will have to cave in on this matter, allowing AT&T to advertise on Car #31, making Sprint’s hefty payment of $750 million to be the exclusive wireless brand name of choice somewhat questionable.
Technorati Tags: NASCAR, Sprint, Nextel, Cingular, AT&T, Sponsorship
Posted by William Lozito at 10:57 AM
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