by Devon Thomas Treadwell | May 22, 2008 | Branding, Naming, Positioning
The reliably clear-thinking Laura Ries goes off on a tear in her blog today over the positioning and naming blunders of the company that makes her favorite athletic shoe. MBT shoes are a classic example of a marketing myopia. It’s a condition found in clients...
by Devon Thomas Treadwell | Mar 30, 2008 | Naming
The UK’s Daily Mail reports “More parents using txt language to make their child’s name gr8.” Abbreviated versions of traditional Christian names are appearing on birth certificates along with “original” ways of spelling which even...
by Devon Thomas Treadwell | 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...
by Devon Thomas Treadwell | 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?...
by Devon Thomas Treadwell | 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...
by Devon Thomas Treadwell | Feb 5, 2008 | Naming
Today’s Guardian features a story that serves as a Rosetta stone unlocking the secrets of Ikea’s cryptic naming system. Sofas, coffee tables, bookshelves, media storage and doorknobs are named after places in Sweden (Klippan, Malmö); beds, wardrobes and...
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