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The Ford Fiesta, Refried

by | Mar 15, 2008 | Branding, Naming

The Ford Fiesta is making a return to the American market. Company officials announced that a new version of the Fiesta, which has been selling well in Europe, Asia and Latin America for the past 30 years, will be launched globally within the next two years. And in a...

Jawbone Goes for the Jugular

by | Mar 2, 2008 | Branding, Positioning

We have long admired Jawbone headsets from Aliph, not only for their sleek design, but also for their spot-on brand name. Now Aliph is showing some additional positioning prowess with the introduction of the personality-driven Jawbone Limited Edition “Jawbone...

Apple’s Brand Fanaticism

by | Feb 23, 2008 | Branding

Joshua Weinberg of Digital Life Consulting Group has a fascinating and thorough account of Apple’s product launch methodology. Well worth a read. I was struck by Apple’s laser focus on the smallest details and how much effort is put into maintaining...

The Trail of Broken Memes

by | Feb 20, 2008 | Naming

Sometime in the past few weeks, I read about an Intel processor platform codenamed “Skulltrail.” This bad boy has two quad-core microprocessors, resulting in a total of EIGHT processing engines running at 3.2GHz on a 1600Mhz system bus. The result?...

Dark Roots

by | Feb 13, 2008 | Naming

I’m always bemused by corporate America’s faith in Latin roots–as if these meanings are burned into customers’ DNA and, if people just thought about it (which they don’t), they’d get what their brand name means. Microsoft is just...