Heinz Dips and Squeezes its Naming and Branding On User Friendly Packets

Ketchup packets have announced their first revamp in 42 years with the new Heinz "Dip and Squeeze."

They are engineered to allow users to either squeeze out three times more ketchup on their fries, or else dip them. One blog points out that when Heinz put out the first ketchup packet in 1968, the "hate began immediately," with people kvetching that "You need like seven of them just to get something done" and "They're a pain to open. They're hard to open and they squirt everywhere."

This is a huge day for anyone who has struggled with these things at least one of our staff admits to biting them open. But, more than that, it also is yet another innovation from Heinz that incorporates a packaging breakthrough into the naming. It was prompted by an apparent upswing in people needing to get quick access to ketchup while driving.

The target market here is fast food chains, and the roll out is relatively slow, but I am sure this will catch on. Heinz sells 11 million traditional packets a year and will keep on doing so, regardless of the new Dip and Squeezes.

I await these with great anticipation.

Technorati Tags: Heinz, Ketchup, Naming, Dip, Squeeze

Posted by William Lozito at 9:02 AM
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Posted to Branding | Food | Product Naming

Wine Naming and Branding For the Down and Out

If you haven't noticed, wine naming has gone downmarket in a big way. And I mean a big way.

The recession has affected winemakers as well as everyone else and there is a rush on to rename and repackage wine for the thrifty consumer. Which has led to some interesting (read funny) crossover into the brown bag booze branding brigade. The New York Times has identified the lowest of the low and it's (drum roll, please) Wild Irish Rose.

This stuff is NOT good. One blogger reviews it thus: "Seriously, if given the choice between living under a bridge and having Irish Rosie to look forward to every night or simply hanging myself, I'd choose suicide without a second thought."

This really will not do the Irish wine industry much good at 18% alcohol by volume and around $2 a bottle, it is the drink of choice for the down and out. But, interestingly, many people in suits and ties seem to be buying it, as well as Jäger Bombs, which may actually be more dangerous than 'The Rose.'

For those of us looking for more savory alternatives, why not check out a new concept in wine packaging: wine in a glass.

It seems to be a hit in the UK and is used to sell quaffable units of Château Roubine's Grand Cru Classé Côtes de Provence made by the prestigious French Château Roubine. Here, you can literally buy a glass of the good stuff if you cannot afford a bottle.

Feeling a little risqué? How about some Red Leight Rosé, which some feel is "perfect for Hollywood celebrity bashes." Um, OK, maybe. Cristal has that niche wrapped up, sorry.

A quick round up of weird wine names shows a preference for down market, totally irreverent naming and branding. On one blog we have

• Bitch
• Le Vin de Merde
• Oops, Frog's Piss
• Cat's Pee On a Gooseberry Bush

My favorite? "Old Fart and His Wife Too."

Technorati Tags: Wine, Bitch, Naming, Leighton Meester

Posted by William Lozito at 8:40 AM
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Posted to Beverages | Brand Name Research | Brand Naming | Naming | Product Naming | Spirits

Is Comcast's Xfinity Brand Name Xcellent or Xcrement?

Since the news of Comcast's name change to Xfinity broke, Twitter's been all a 'tweet' with opinions on the new name.

Unfortunately for Comcast, many of these virtual birds weren't singing a happy song about the naming switch.

In order to quantify those negative Xfinity tweets, we quickly surveyed a 511 U.S. consumers, at 95% confidence. In plain English this means the data are projectable nationally.

Although 30% of respondents did associate the Xfinity name with an Internet/Cable Service, significantly more consumers, 38%, thought the name was better suited for a Gaming Console.

Moreover, and the most troublesome for Comcast, is the potential association with either a Porn Site, 16%, or Condoms, 16%.

Many consumers think brand names that start with 'X' are dated.

For instance, significantly more consumers, 31%, strongly agree / agree with the statement "Brand names that start with 'X' are so 1990's," in comparison to 20% that strongly disagree / disagree.

Finally, if Comcast was hoping the name change would break them from their notorious mold of spotty customer service and expensive bills in the eyes of their customers, they'd be disappointed to learn that a majority of respondents, 56%, strongly agreed / agreed with the statement, "Comcast's name change does not affect my perceptions of its service."

While Comcast can be commended on an Xcellent effort, its renamed value may appear to be worth little more than... well, you know.

Or in other words, this is an example of putting lipstick on a pig.

Technorati Tags: Xfinity, Comcast Name Change, Xfinity Brand Name, Rebranding, Comcast

Posted by William Lozito at 2:51 PM
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Posted to Brand Name Research | Brand Naming | Branding | Company Naming | Industry | Marketing | Media and Entertainment | Naming | Technology | Telecommunications

Comcast's New Brand Naming Goes to Xfinity and Beyond With Irritated Bloggers

I am always interested in the emotions that are often unleashed when a high profile company changes its name. Comcast's decision to change its name to Xfinity has been met with almost immediate derision across the blogosphere.

But why do people get so angry when some companies change their names? I can break this down to two sources of irritation.

First, it seems that if the company is struggling with customer satisfaction, the name change almost always attracts some flak. Although Comcast is not changing their company name, the Xfinity brand name will be used for its cable TV, Internet, and phone services.

The change is being perceived as a kind of mask. As Philly.com says,

Xfinity seems to position the company to compete with Verizon Communications Inc, which markets its TV and Internet services as FiOS, and AT&T, which uses U-verse. Cablevision, the New York-based cable company, sells its services under the brand Optimum.

The Comcast name just has lots of baggage, and if they want to compete, the company needs a new face.

However, Comcast also needs to continue to improve its service. Ever call them? It's a voicemail maze, and that's a kind way of putting it.

This is, "repositioning the company with consumers," according to one Comcast executive. One blogger questions whether this is a "distinction without a difference."

Sean Portnoy notes that "it's a bit of a risk to surrender a very well-known brand in the hopes of sounding like a new, cutting-edge player in the game." In other words, there's an immediate authenticity issue here.

Second, it's the Xfinity the name itself. Today the "Xfinity and beyond" jokes are myriad.

Some find the Xfinity name "strange" and "harsh."

Gizmodo really rolls up its sleeves and bashes it, sarcastically saying its "the worst, pseudo-pornographic, retro-futuristic garbage marketing dollars can buy." Ouch.

Will Comcast emerge with it XDignity? We'll have to wait and see.

Technorati Tags: Comcast, Xfinity, brand, name change

Posted by William Lozito at 9:20 AM
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Posted to Brand Naming | Branding | Company Naming | Media and Entertainment | Naming | Product Naming | Telecommunications

Satanic Naming, Gipper Haunt Contra Costa Mt. Diablo

What happens when your local mountain has a Satanic name? Some Contra Costa residents in California are trying to change the name of Mt. Diablo because it is "profane and derogatory."

The effort is spearheaded by Oakley resident Arthur Mijares, who has suggested the mountain be renamed "Mt. Reagan" after former President Ronald Reagan.

Now, I have to wonder, is having a mountain renamed after you a good or bad thing? Would the Reagans see this as kind of a backhanded compliment? As in, the first person this guy thought of when he wanted to give a better name to "Devil Mountain" was The Gipper?

Mijares is serious. He feels that many of the social ills in the area are due to the mountain's name, although at least one local official thinks the fellow is a "crackpot."

Mijares is already on the local Alcohol & Other Drugs Advisory Board. He brings to the job a deep faith and an experience as a recovered addict. He's also brought his name change fight to the United States Board of Geographic Names.

One problem is that the devil seems to be everywhere. The Diablo name is on the local high school for instance, leading one irritated graduate to say "I went to Mt. Diablo, home of the devils. I'm not a bad person and I highly believe in God, but come on."

An editorial in the Contra Costa Times also notes that if the mountain is renamed, there are some other renaming challenges ahead: "How about Reagan Valley? Reagan Unified School District? Reagan High School? Reagan Elementary? Reagan Boulevard? Reagan Health Care District?" All of these bear the Diablo name at the moment.

So far the powers that be have been pretty negative about the name change, and to truly voice displeasure, there is a Facebook group you can join if you think this is a silly idea. I'm tempted.

Technorati Tags: Mount Diablo, Mount Reagan, Oakley, California, satanic, naming dispute

Posted by William Lozito at 9:41 AM
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Posted to Licensing | Naming | Naming Rights | Travel and Tourism

Omni Mokara Spa Naming and Branding Takes Over Some Hotels

Omni Hotels is rolling out a new boutique hotel brand: Mokara, starting with the Watermark Hotel & Spa in San Antonio.

This is a luxury brand that Omni seems to be slipping under the radar. They have used the name Mokara for some time in reference to their spas. It seems that a spa is now a must-have in the hotel industry, and Omni has learned that running their own spas and taking control of the associated branding is adding to their revenue.

With this move, we are seeing the spa branding take over an entire segment of the company's brand portfolio.

A Mokara is a kind of orchid that is known for its seemingly rejuvenating properties.

This is a distinctly Asian sounding name that seems perfect for a spa and, I suppose, a small hotel with a large spa attached. The Mokara brand is only two years old, I am fascinated to see the success Omni has found with it.

Will the name work? Well, it at least has meaning.

Many of the boutique hotel brands are funky sounding but a little strange.

I still like Capella as a boutique hotel name, and this Mokara name has the same kind of musical resonance.

Technorati Tags: Omni Hotels, Makora, Spa, hotel, luxury

Posted by William Lozito at 8:24 AM
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Posted to Brand Naming | Branding | Company Naming | Marketing | Naming | Travel and Tourism

Football Naming and Branding: Trademark Lawyers From NFL ask "Who Dat?"

While it is indeed tempting to continuing dumping on Apple for the ridiculous iPad name---no it seems a Canadian company has been using the name for bra inserts and owns the trademark in the US, I think I will desist and turn my attention to the NFL.

It seems the NFL is aggressively claiming rights on the phrase "Who Dat?" for use by the New Orleans Saints. This has knocked two small businesses ---Fleurty Girl and
Storyville. This is interesting, as the phrase has been in use for over a century, first finding use in nineteenth century minstrel shows and has been used by fans in reference to their team for decades before the mark was applied for in 1988. Although a music duo seems to have snapped it up five years earlier.

Sal and Steve Monistere recorded a version of "When the Saints Go Marching In" in the early '80s and incorporated the "Who Dat" chant into it. ... Because the song helped create the widespread use of the "Who Dat" chant, the Monisteres and their company, Who Dat, Inc., say they own "Who Dat."

If the NFL is going to win this, it has to somehow prove that the phrase is theirs. They also claim the Fleur de Lis sybol is theirs. But as far as "Who Dat" goes, they have a battle on their hands.

"To prevail in a trademark infringement case, one has to show both that the public associates a mark with your business and that you were the first to use it," said David Patron, a partner at the law firm of Phelps Dunbar.

If the NFL keeps it up, the Monisteres vow to create a t-shirt that says 'Defend Who Dat' as owned by the fans and not the NFL. The phrase, they claim, "transcends football"

As can be imagined, this is a rude shock to Who Dat Nation.

Football bloggers are notably upset about this with one blogger asking if the NFL plans on going after the Catholic Church next.

My feeling is that this is the kind of trademark that should remain with
the fans and then be phased out of usage. C'mon guys, the 80s were a very painful time in our past. Why would the NFL want the association?

Technorati Tags: Who Dat, Saints, NFL, New Orleans, Naming dispute

Posted by William Lozito at 10:54 AM
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Posted to Licensing | Naming | Naming Rights | Sports and Recreation