Frager Factor

Tuesday, April 10, 2012

Moron Alert- Ad Age: "Companies Spend Money, Time on New Corporate Names"

A current Ad Age piece "Companies Spend Money, Time on New Corporate Names
And They're Getting Mixed Results Lately" brings up a lot of challenges for naming products, services, companies and events in the digital 21st Century.

Unfortunately the article falls short discussing domaining issues, app issues, global recognition issues, truncation trends as we've reported here to eliminate confusion and lost business and not the least of which is SIRI which replaces text with talking and apps that will totally take the shopping (search) out of buying. There's a whole new dynamic in direct navigation about to unfold and mastering that should be each company's #1 naming challenge and marketing should be working on it 24/7 if they haven't solved it already because like the extreme weather we see, it's a bullet headed straight on with your brand's name on it.

If any of that was understood no one would ever give Kraft a gold star on the forehead for "Mondelez". Yet in this case, their objective was to run as far as possible from the ounce proud brand name that would soon be tarnished from lawsuits arguing unbelievable negligence and stupidity on Kraft's part like loading metal in their mac and cheese mix.. MORONS!

AdAge writes, "Creating corporate names used to be a fairly simple endeavor, in some cases as easy as throwing the founders' names out front. That's what candle maker William Procter and soap maker James Gamble did when they formed P&G back in 1837, creating what today is the world's largest advertiser."

"Stef Gans, CEO of global marketing consulting firm Effective Brands, had this reaction: "It strikes me as something people have been thinking about for way too long." Still, there are legitimate reasons why naming companies is a bit more challenging than it used to be. Marketers must contend with instant backlash from critics on social media and the global reality that one phrase in English might take on a completely different meaning overseas (see Kraft). And they must ensure the moniker is not already trademarked."

But these days, the name game seems a lot more complicated, sometimes needlessly so, with marketers getting a little too cute for their own good, according to some branding experts.

Consider Kraft Foods, which faced a wave of criticism after picking the name "Mondelez" for its planned global snack-company spinoff. The food giant said the name came from combining "monde," derived from the Latin word for "world" and "delez," meant to convey "delicious." But when said in Russian, the name sounds rather like the expression for an oral-sex act, as Crain's Chicago Business recently pointed out."


About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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