A quarterly report on the strategies & tactics of naming, produced by
Rivkin & Associates LLC, a marketing and communications consultancy |
 |
 |
|
|
Naming a New Brand vs. an “Enhanced” Brand |
|
Let’s say your brand has a significant and genuine improvement, and not just a cosmetic change. Most marketers agree that the new product deserves its own brand name and separ... |
|
|
Bloggers Buzz to Name Those Doritos |
|
| X-13D? What kind of name is that for something you pop into your mouth?
Doritos turned naming conventions upside down with its savvy plan a few months ago to generate buzz ... |
|
|
|
 |
|
|
Stodgy AT&T Silences “Cingular” |
|
| De-Branding. That’s one way to describe it when a well-established brand name goes “poof!”
Knuckleheaded. That’s another way to describe a dubious marketing decision.
Th... |
|
|
It’s a Boy, it’s a Girl … It’s a Domain Name |
|
| Parents are beginning to lock up Internet domain names for their infants before the little ones even leave the hospital.
These are cyber-savvy parents who worry that the na... |
|
|
 |
|
|
Humdrum Name, but First-Rate Communication |
|
| Once the name was IDS, Investors Diversified Services. Then it became American Express Financial Advisors. And in late 2005, it was spun off and changed again to (very small d... |
|
|
Boeing Plays "Name That Plane" With The Public |
|
| We’ve reported before on the use of contests in naming. The maker of Crayola products, for instance, urged crayon enthusiasts to help rename an old color, and name suggestions... |
|
|
|
 |
|
|
Woolworths Caught Sleeping with “Lolita” Beds |
|
| “Unbelievably bad taste.” “An alarming level of stupidity.” “How much encouragement does the pedophile community need?”
Those were just a few of the comments in the British... |
|
|
Flowerbomb? What Were They Thinking? |
|
| Perfumers in Amsterdam debuted a new fragrance named Flowerbomb. Their intent was to evoke a “floral explosion” – a sweet profusion of flowers peppered with hints of or... |
|
|
 |
|
|
Super-Sizing a Name |
|
| The Hefty trademark for plastic trash bags goes back to 1968. This brand might have been called Mighty or Dense or Prodigious, or some other synonym for “large and stro... |
|
|
BID, BUD, EAT, HOG – Stock Symbols with Flair |
|
| Who says corporations have no sense of humor?
When it comes to stock symbols, most are chosen specifically to reflect the company name. Presumably, that logical approach m... |
|
|
|
 |
|
|
Name Recognition Tops Taste Perception |
|
| Brand names taste better. That’s the conclusion from a savvy study of peanut butter and consumer choice.
The details were first reported years ago in The Journal of Con... |
|
|
Creation of New Names Slows Slightly |
|
| The introduction of new names by U.S. companies has slowed slightly.
According to our 2004 survey, 81% of companies introduced a new name for a product, service, company or... |
|
|
 |
|
|
Siren Songs in Licensing: Q&A with Jack Trout |
|
| One of the current siren songs of marketing is the opportunity to earn some extra money by licensing your brand name.
Someone comes up to you and offers you a deal you can... |
|
|
Testing names: Q&A with Sandra Bauman |
|
| Can you really test a new name with customers and prospects? What can you expect to learn from the process? To answer those questions, we sat down with Sandra Bauman, PhD., fo... |
|
|
|
|
 |
|
 |
 |
| The Making of a Name |
|
| By Steve Rivkin & Fraser Sutherland |
|
| The secrets of successful brand names— who makes them; why they’re made; and how they’re compiled, bought, sold, and protected |
|
|
|
|
|
|
|
