Brandmeister Bruce Turkel proffers fruit for thought on his blog TurkelTalks.com:
Your kids cannot tell time. Did you know that? Really, they can't tell time. Don't believe me? Test them sometime. Wait until you're in a room with an analog clock and a teenager or twenty-something. Tell them they can't look at their phone and then ask them the time. Point to the analog clock dial if you have to. You'll find that they can probably figure it out by counting out where the little and big hands are, but they can't just glance at the clock and know the time like you can.
Your kids can't read or write cursive handwriting either. A few years ago I left a note for my kids and they completely ignored it. When I asked them why it turned out that they couldn't read it. Seems they never learned script in school. My cursive was Greek to them even though it was written in English.
And it's not going to change anytime soon. Did you know that 45 states are considering incorporating a national educational curriculum for 2014 that doesn't include teaching cursive handwriting at all? Indiana, Illinois, and Hawaii are leaving it optional for their school districts to decide. Utah is still debating the issue. Only California, Georgia, and Massachusetts have legislated mandatory cursive writing instruction.
You know what else your kids can't do? They can't sew. Their idea of darning socks would be tossing ripped hose in the trash and saying "darn!" Except they probably don't know what the word "darn" means.
Your kids can't talk on the phone either. Give a kid a phone without buttons to text on and they hardly know what to do with it.
None of these kids and twenty-somethings I'm talking about are stupid. Far from it. In fact they are the most informed and technologically sophisticated generation in history.
What this cohort lacks is knowledge of, and comfort with, analog activities. Writing, reading, time telling, sewing, and talking are all analog. And because they've all been replaced by digital technology, they are dying forms.
It's not like this hasn't happened before, by the way. How many older people do you know who still shoe horses? How many still know how to can their own fruits and vegetables? How many can knit? How many can crochet? These, too, are activities that were once commonplace but have been superseded by the relentless march of technology.
Whether or not the loss of these skills is ultimately negative is a bigger conversation than we have time to discuss here. But it is worth considering the unintended consequences of the cost of technology, especially if you're in the business of selling goods or services to groups who are soon going to be comprised of these new consumers.
In a recent Smithsonian article, Talking Heads frontman David Byrne writes about these consequences. "Paleontologist Stephen Jay Gould and biologist Richard Lewontin wrote a paper in 1979 claiming that some of our skills and abilities might be like spandrels - the architectural negative spaces above the curve of the arches of buildings - details that weren't originally designed as autonomous entities, but that came into being as a result of other, more practical elements around them."
So let's talk marketing and branding. How do you intend to sell products to these spandrels, these people who think differently than you and I? Not printing your headlines in a script typeface is an obvious answer but much more remedial than I'm thinking.
What if you were a watch manufacturer? How are you going to sell timepieces to people who can't tell time or who are perfectly happy checking the time on the smartphone that never leaves their hands? How about if you were a pen maker? How are you going to sell a pen to someone who doesn't know how to write?
These unintended consequences are outcome agnostic - they create both assets and liabilities. The trick is to try and spot them early and then look for the opportunities they provide. Whether it's writing games for Facebook users, building charging stations for electric vehicle drivers or becoming a privacy and security consultant for Internet users, the spandrels that technological advances will continue to create are the future. Even if they can't tell what time it is.
Bruce Turkel has helped create some of the world's most compelling brands including Discovery Networks and Miami. Bruce has worked with American Express, Charles Schwab, Citicorp, Hasbro, LanChile, Nike, Bacardi, Sol Meliá Hotels, Azamara Club Cruises and many more great companies.
A captivating speaker and author, Bruce has spoken at MIT, Harvard, TEDx, and hundreds of corporate and industry conferences. Bruce has been featured in The New York Times, Fast Company, Communication Arts, and AdWeek, and he has appeared on CNN, ABC, CBS, FOX, and NPR.
I have been making names for many years.....
A great name is like extra octane in a brand. A bad, boring, or sound-alike name won't necessarily kill a brands chances for success. In most cases however, it dramatically dilutes the brand equity and potency.
Do you have a name that basically sucks?
If so, shame on you. If you acquired it, I send my sympathy.
Should you change it? Yes. It will cost some bucks, but it's also a great opportunity to get a lot of great attention and renewed momentum. Weigh it out, look at the cost versus the benefit and remember that change can be scary, but a lame brand can be scarier!
Great Brand Names
Stick in the brain
While the brand name is very important, a brand cannot survive on name alone.
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal.
Naming brands is big business and can come with a big price tag. Hire a professional naming company and expect a bill of $10,000-$100,000 or more before the graphic execution or production.
However I can birth you a new name for a whole lot less and I will guaranty you'll get a great one! Operators are standing by @561=620-8708.
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