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Wall Street Journal, March 17, 2008 — Selecting a name is one of the most important decisions a company will ever make. But a lot of small businesses don't give it nearly enough thought.
Brandweek, December 3, 2007 — Wakoopa, Squidoo, Woomp. Renkoo, Eskwela, Zillow, Wega, Wii.
It sounds like an invented children's language or even a magic spell, but the fact is these words are becoming part of the everyday lexicon—for some, at least. They’re brand names that don’t mean anything, well, at first glance.
Wall Street Journal, June 22, 2007 — What's in a name?
Stress.
Sociologists and name researchers say they are seeing unprecedented levels of angst among parents trying to choose names for their children. As family names and old religious standbys continue to lose favor, parents are spending more time and money on the issue and are increasingly turning to strangers for help.
Advertising Age, May 21, 2007 — The Cingular brand name will go away more quickly than first expected. AT&T today announced it will accelerate the elimination of its Cingular Wireless brand by removing the name from all in-store signage, including kiosks and point-of-sale materials in 1,800 company-owned stores. Several high-profile stores in major markets will have new AT&T signs. Over the next few months, branding in arenas such as consumer touch points, handset logos and Nascar sponsorship also will be changed.
Advertising Age, May 16, 2007 — Branding is so popular in boardrooms today that some companies are overdoing it. "If one brand is good," goes the thinking, "then two must be better."
The Conference Board, May 15, 2007 — George Eastman’s dry-emulsion film simplified and popularized the art of photography. In 1888, he registered the trademark Kodak to identify his film and the cameras that used it, and began advertising their ease of use: “You press the button, we do the rest.” By dint of his prodigious brand-building genius, the Eastman Co. soon laid claim to the leading position in a field of more than fifty competitors
Forbes, February 27, 2007 — Come this summer, don't be confused when you can no longer find one of the country's biggest retailers in the phone book. Federated Department Stores (nyse: FD - news - people ) announced Tuesday morning that its directors will ask shareholders to change the company's name. If approved, the company will be known as Macy's Group, effective June 1.
Advertising Age, February 19, 2007 — If he pulls this off, E. Neville Isdell could go down as the sultan of spin. Several times during a fourth-quarter earnings call with analysts, Coca-Cola's Chairman-CEO refrained from using the tired old term for the weakening category in which his company's flagship competes. At least a dozen times during the call, the word "carbonated" was swapped with a far more friendly term, "sparkling," while the word "still" was used in place of "noncarbonated."
CBS News, February 18, 2007 — It has to be the most overused phrase in marketing: "New and improved!" But in business new isn't just a selling point, but it's a mantra. Companies walk a tightrope to balance the need to be the newest, the freshest; the best while staying stay true to the product that put them on the map. For example, the packaging for a Cheerios box has changed, but what's inside box is pretty much the same as it was back in 1941, when General Mills launched "Cheery Oats."
Wall Street Journal, February 14, 2007 — As part of a world-wide rebranding effort by the big bank, Citigroup Inc. reached a deal to sell the iconic umbrella logo to St. Paul Travelers Cos. — reuniting it with Travelers, which has been identified with the umbrella since the late 1800s. St. Paul, which bought the Travelers property-and-casualty business — minus the distinctive logo — for $16.4 billion in 2004, said it plans to rename itself Travelers Cos., switch its ticker symbol to TRV from STA and once again use the umbrella to market products around the globe.
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