Tuesday, February 13, 2007
AT&T to Cingular: Hit the road “Jack”
One good thing—according to the folks at Strategic Name Development, they’re going about the transition in the right way. “AT&T's press release assures us that its efforts will "transfer Cingular's strong brand equity to the new AT&T." I think that, as reported in AdWeek, the brand transition technique AT&T is employing in its advertising to transition from the Cingular brand to the AT&T brand will enhance its chances of a successful brand name transition.
But what about poor Jack? Will he be sold like the sock puppet? He could certainly pep up a bank or a fast food chain. Perhaps AT&T will list him on eBay. Stay tuned.
Friday, February 09, 2007
A Ford by any other name is still a Ford
The logic behind this move? Here’s what Mark Fields, Ford's President of The Americas, had to say at the recent Chicago Auto Show: “Taurus has been an icon for Ford's family sedan for more than two decades, and it's time to return this powerful name to where it belongs. Consumer awareness of the Taurus name is double the Five Hundred that it's replacing.”
Fields went on to say, “By giving these vehicles the names that consumers recognize at the same time we're making significant upgrades, we're confident that even more people are going to be attracted to these great products in the future." I love it when they talk like that.
This reminds me, in a way, of when The Coca-Cola Company launched New Coke, and then, because of consumer backlash, hastily relaunched Classic Coke. Marketing-wise, it was the stuff that dreams were made of. In fact, when asked if the whole deal was simply a marketing ploy, Roberto Goizueta, Coke’s Chairman and CEO answered, “We are not that smart, and we are not that dumb."
Time will tell where the Ford Motor Company sits on that continuum.
Wednesday, February 07, 2007
Add a little chaos to your brand strategy
“My personal experience with music/DJs/underground culture, which is largely driven by word of mouth, has made me skeptical of any model that simplifies the process by which new ideas spread. I have repeatedly found that the process of finding stuff out, making things more popular, going from underground to mainstream, takes place in a very chaotic manner, and is nearly impossible to predict. The real world does not follow theory.”
It's worth a read.
What color is your carton?
Here’s one that is, however: CB2. They’re a division of Crate and Barrel, only they skew younger and hipper. Basically, they offer cool design at an affordable price. Or as they describe themselves on their Web site:
By the way, for an in-depth look at the Tiffany and Co, brand, go to:
Says Ms. Blackburn,
“Upon realizing the strength of its brand and the image its blue box portrays, Tiffany also plans to continue launching new product lines, taking advantage of the growing popularity of branding among jewelry consumers today.”