A quarterly report on the strategies & tactics of naming, produced by
Rivkin & Associates LLC, a marketing and communications consultancy |
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Giving “Resort” the Boot |
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A rotten recession makes business leaders super-sensitive about where they book their big meetings and conferences. Especially when it comes to the “R” word – no, not “recessi... |
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Fix the Product, Then the Perception |
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| Business is off 40%. You lost $9 million last year, compared with a $7 million profit the year before. Average age of your customers is up to 73, from 68 a decade ago.
It w... |
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A Little Gold Man We Know as “Oscar” |
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| Who will win the Oscar? It’s Academy Award season again, and movie buffs everywhere await the results of the annual competition.
That’s not Oscar Wilde or Oscar Hamm... |
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Some Things Just Aren’t for Sale |
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| A nonprofit hospital in Indiana took heat after it paid big bucks for the naming rights at a local minor-league baseball stadium. An elementary school in New Jersey sold its g... |
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It’s a Bird, it’s a Plane, it’s Azul |
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| One thing about creating a new company and running a contest to name it: You’re free to interpret the contest results any way you want.
JetBlue founder David Neeleman is s... |
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Getting Employees on Board with a Name Change |
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| So you’re changing your company name. The old Stafko Products Corporation is now Simplex Corporation. You’ve thought about Wall Street, your customers, your suppliers.
What... |
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It’s the Cadillac of … (Fill in the Blank)
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| “It’s the Cadillac of crossovers,” said the ads from Cadillac as it introduced its SRX vehicle for 2010.
No longer is Cadillac merely a century-old brand name. Over... |
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LOOKALIKE, SOUNDALIKE MIX-UPS IN DRUG NAMES |
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| Are you taking the generic drug Clonidine for high blood pressure? Make sure you don’t leave the pharmacy with Klonopin, which is for seizures. Or Colchicine<... |
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Searching a Name on Your iPhone |
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| We normally leave software reviews to the techies. But this new “app” is remarkable in its usefulness and simplicity.
Nomina is a new application for the iPhone. Plu... |
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Where Do Bands Get Those Names? |
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| 10,000 Maniacs. The B-52s. Buffalo Springfield. Cream. The Doors.
Bands find inspiration for their names in literature, film, places, other people, dreams, cartoons, the bibl... |
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Naming the New Decade: And the Winner Is ….. |
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| The new decade of the 2010s has barely begun, but already an enterprising Australian has stepped forward to give it a name.
Actually, you can blame an Australian news websi... |
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Name Recognition Tops Taste Perception |
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| 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... |
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MULTILINGUAL SUITABILITY: Q&A WITH ELISABETE MIRANDA |
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| Estee Lauder was set to export its Country Mist makeup when country managers there pointed out that “mist” is slang for “manure.” Oops. The product was re-branded Co... |
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Trademark Trends: Q&A with Glenn Gundersen |
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| Trademark applications can be a crystal ball of branding. New applications provide a glimpse of the buzzwords and themes that marketers believe will appeal to tomorrow’s consu... |
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| The Making of a Name |
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| By Steve Rivkin & Fraser Sutherland |
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| The secrets of successful brand names— who makes them; why they’re made; and how they’re compiled, bought, sold, and protected |
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