the product naming blog

Fifth and Pacific Company Naming for Liz Claiborne Now Official

It's now official - Liz Claiborne Inc. will now be named Fifth & Pacific Companies Inc.

Their focus will be on the brands Juicy Coutre, Lucky Brand and kate spade, thus officially saying "goodbye to the iconic Liz Claiborne name."

The company name change news has been public since January when the Liz Claiborne name was sold to JC Penney Co..

This strategic move was made to accommodate their three lifestyle brands, and the name change took official effect yesterday.

The company name itself is an obvious reference to both California and New York, making the name far more inclusive than the Liz Claiborne name.

In a recent video about the name change, CEO Bill McComb points out that that the new name "telegraphs who we are" to both American and, importantly, European and Asian consumers.

McComb also pointed out that "we wanted a name that came out of the consumer vernacular, not one that sounded like a re-coined or invented word."

The name had to encompass the three flagship brands as "Juicy was built bicoastally, Lucky was always an LA brand, and kate spade is a quintessentially New York brand." More than that, they "didn't want it to sound like a hedge fund, a Silicon Valley high-tech company or a law firm."

He points out that there is a great deal riding on the name, as "our focus is on growing domestically and tapping the shores of Asia and Europe in a big way. This name change doesn't impact those moves because we've already been making them, but Fifth & Pacific sounds and feels like a lifestyle company, which is what we are."

I like the thinking behind this name.

The move towards being a "lifestyle brand" explains why the Liz Claiborne name had to go. So, it's adieu to Liz Claiborne and hello Fifth & Pacific.

Technorati Tags: Liz Claiborne, Fifth and Pacific, Company Naming, Company Name Change, Branding

Posted by William Lozito at 8:01 AM
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Posted to Apparel | Company Naming

Ford De-emphasizes Its Naming in the New "Go Further" Campaign

Ford's new slogan, "Go Further" will replace its "Drive One" message while also making an interesting move in de-emphasizeing its brand name and logo in advertising.

This effort to de-emphasize the name is fairly radical as Ford has aways been very straightforward about its brand name (the F series truck is the best selling vehicle in the U.S. and of course "F" stands for "Ford").

Ford is trying to "overcome negative perceptions" about its name and get people to pay attention to the cars and the marketing. One Ford executive says, "As soon as people see the badges they jump to conclusions about the brand."

As a response to consumer research that showed people liking the products more when they did not know where they came from, Ford unveiled a week of nameless advertising starting April 30. These nameless ads generated 3.4 million consumer views online.

Despite consumer intrigue, Ford reintroduced the name and logo in its advertising a week later.

The new "Go Further" advertising will target the "skeptics" who see Ford as a less than stellar brand when it comes to quality and fuel consumption, areas where Toyota and Honda dominate.

They are not creating a "new reality" for the company, says another executive, but instead are documenting the "goodness in the company already."

The idea is that Ford is so well known - but so misrepresented - that the brand can now quietly reposition itself. Will this happen without constant reminders to consumers about who they are? Time will tell.

Technorati Tags: Ford, Go Further, Ford Naming, Ford Branding, Naming, Branding, Advertising

Posted by William Lozito at 9:26 AM
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Posted to Automotive | Branding | Taglines

Apple's Decision to Change iPad Product Naming Across the World Isn't "Ridiculous"

It appears Apple has caved to Australian advertising watchdogs who have been pressuring the company to change its iPad product naming from "iPad Wi-Fi + 4G" to "iPad Wi-Fi + Cellular."

The problem?

The carriers in Australia aren't capable of a 4G quality network for the new iPad. The new iPad with 4G LTE only seems to properly function in the U.S. and Canada on a total of five carriers.

The new naming isn't for Australia alone, but also for the U.S., Canada, UAE, Vietnam, Thailand, Singapore, New Zealand, Malaysia, Ireland and Hong Kong. The iPad 2 will stay with the name iPad 2 WiFi + 3G.

Apple recently posted this message on the Australian online store:

This product supports very fast cellular networks. It is not compatible with current Australian 4G LTE networks and WiMAX networks. For service from a wireless carrier, sign up for a simple, month-by-month plan on your iPad and cancel anytime without penalty.

And "for the sake of absolute clarity" Apple is placing notices at points of sale in their retail stores as well.

The reaction across the blogosphere has been mixed, but I was interested to see that iTWire was willing to say, "Apple has certainly had some boneheads to deal with in its time, but none more so that those who were unable to read the 4G iPad marketing materials, and those in government power deciding they could 'do something about it.'"

iTWire goes on to say that the threatened lawsuit against Apple is "ridiculous."

I think Apple probably figured that if they went to court in Australia, they would lose.

It doesn't seem reasonable to suggest to people they buy a certain product with a certain service that they will not even be able to use. Apple's willingness to change the name in the U.S. is indicative of that - because only a couple carriers here support 4G.

The name change represents a move towards accuracy in marketing. And that is not something I would call "ridiculous."

Technorati Tags: Apple, iPad, Product Naming, iPad Naming, Branding, Electronics Product Naming, Electronics Brand Name

Posted by William Lozito at 8:05 AM
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Posted to Consumer Electronics | Product Naming | Technology

Vidal Sassoon: The First Name in Hair Care Brand Naming

The death of Vidal Sassoon had a few people in the world of social media admitting their surprise that he was a real person.

One tweeter wrote, "I didn't know Vidal Sassoon (RIP) was a real person, I thought the companies Vidal and Sassoon had merged once years ago."

This led Karen Tumulty, national political advisor for the Washington Post, to wonder "How much overlap is there between people who didn't know Vidal Sassoon was a real person, and ones who thought the Titanic was just a movie?"

Vidal Sassoon was a highly driven hair stylist, who allowed women to break out of the shaped, beehive, sculpted look to real cuts that emphasized their face.

His career blossomed in the U.S. when Mia Farrow mentioned Sassoon in the Polanski horror film Rosemary's Baby, where her hair was famously cropped: "It's a Vidal Sassoon, it's terribly in."

Sassoon sold his brand in 1983 to P&G but stayed on as its pitchman, giving us the famous tagline "If you don't look good, we don't look good."

He was one of the first celebrity "hair gods," and was known to brag that he was the first hair stylist to put his name on a bottle of hair care product.

For future reference, Johnnie Walker, Toyota, Colonel Sanders, Famous Amos, Adidas, and Chef Boyardee were all real people as well.

Technorati Tags: Vidal Sassoon, Shampoo, Conditioner, hair care, P&G, Procter & Gamble

Posted by William Lozito at 8:01 AM
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Posted to Brand Naming | Branding | Health and Beauty

Man's Name Change to Tyrannosaurus Rex Brings Up Interesting Naming Dilemma

The news that a Nebraska entrepreneur has legally changed his name to Tyrannosaurus Rex all in the service of increasing his name recognition is worth a laugh.

Yes, you read that correctly, Tyler Gold thought his name didn't have quite the resonance as that of the famous carnivorous dinosaur. With the approval of a judge, he changed his name to Tyrannosaurus Rex Jospeh Gold.

He had to assure everyone he wasn't changing his name to avoid creditors or the police. He simply wanted potential clients to remember his name.

As one blogger points out, "Whether prospective clients will see him as a valuable business partner - rather than a complete fool - remains to be seen."

He will refer to himself as "T-Rex" because he says it's "cooler" and "more recognizable" than just Tyler.

Now, while this may not be a smart move it is actually a sad example of the poor guy's desire for name recognition being eclipsed by his need to build meaning into his personal brand.

The world is actually full of ridiculous brand names that drew howls of derision across the blogosphere when they were introduced. Here I am thinking of Wii and iPad. Both names are eye catching and even a little ridiculous, yet the names are now ubiquitous.

The difference is that both the Wii and iPad names lend meaning to their products. "We" are brought together to play the Wii video game system, while the iPad name is descriptive of the tablet and follows Apple's naming convention.

But what if he was an exceptionally aggressive lawyer? Or a professional wrestler? The name change would still be ridiculous, but fraught with meaning. Nobody states what our friend in Nebraska actually does, so while people will remember his new name, it may evoke the wrong impression.

Think about the real law firm called "Payne & Fears." Surely they would have room on their staff for a guy named T-Rex?

I don't know about you, but that sounds like a great name for a divorce lawyer.

Technorati Tags: Branding, Naming, T-Rex, Nebraska, Payne & Fears

Posted by William Lozito at 8:43 AM
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Posted to Brand Naming | Branding | Marketing | Naming | Product Naming

Palm Springs Has Changed Its Name to an Oasis

The greater Palm Springs area, a desert valley that has seen an increase in tourism, is rebranding itself to The Greater Palm Springs Oasis.

Additionally, the new slogan is "Greater Palm Springs Oasis: A Brand New Day."

Another part of the destination rebranding initiative is the commercial which offers a collection of experiences from golf to music and film festivals.

The new logo is an "oasis infinity" featuring nine loops that symbolize the valley's nine cities and nine "brand pillars."

The nine brand pillars are:

Sanctuary: Spacious places of escape, from historic to quaint to modern and resort.
Seductive: Enticing the senses and passions.
Sensory: Not just a place, but a collection of experiences that engage all the senses.
Serene: An oasis of calm and quality relaxation.
Spectrum: Alive with color, light, discovery, from sunrise to sunset.
Spirit: Enriching, nourishing, rewarding and connects.
Sport: A mecca for outdoor adventure and activity.
Style: Timeless, chic, unique lifestyle, architecture, art, fashion and music.
Sunny: The 360 days of clear blue skies changes your outlook and warms your heart.

The metaphor of an oasis, a peaceful relaxed area, in the desert should draw more attention and visitors to Palm Springs with its new name, The Greater Palm Springs Oasis.

Technorati Tags: Palm Springs, Oasis, tourism

Posted by William Lozito at 9:27 AM
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Posted to Branding | Marketing | Slogans | Travel and Tourism

Will New iPhone Go the Way of iPad Product Naming?

The chatter on the blogosphere is heating up about what the new iPhone will be called, not least since the "New iPad" was such a shocker.

Will it be "The iPhone" or "The Next iPhone" or how about the "iPhone 5"? There are a few good reasons why we might see an iPhone 5, because Apple has filed a claim with the World Intellectual Property Office for iPhone5.com.

Says Ross Newman of Business 2 Community:

Interestingly, Apple didn't get full control of the domain iPhone4.com until nearly a year after that device launched. And guess what happened with iPhone4S.com? Apple gained full control two weeks after the release of the iPhone 4S because that domain was forwarding visitors to pornography sites! Talk about a wrong turn.

iPhone 5 is an easier name than whatever might follow iPhone 4S, and the new iPhone will be revamped enough - thinner with a taller display - to warrant a new name, he adds.

Even business analysts are looking at this preemptive move for the domain name as proof that the iPhone 5 name is coming out.

Still, this just might be Apple trying to take control of the phone's name in the "virtual world" as well as gain SEO ranking. Apple does not want that iPhone5.com site to come up when people search for the new phone... unless they own it.

The new iPhone 5 launch will be huge, no matter what, but it is just too early to say if the company is going to drop the nomenclature for the iPhone brand name the way they have with the iPad.

Given the obsession Apple has with brand congruence, I would not be surprised if we did see the introduction of a device called The New iPhone.

Apple is just too secretive about its brand naming to let the cat out of the bag by grabbing this site long in advance.

But maybe not.

Technorati Tags: Branding, Naming, iPhone 5, The New iPhone, Apple

Posted by William Lozito at 8:29 AM
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Posted to Brand Naming | Branding | Company Naming | Marketing | Naming | Product Naming | Technology