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New York Times, October 5, 2009 — Humans instinctively sort and classify things. It’s how we make sense of a complex world.
So when companies develop innovative products and services that don’t obviously fit into established categories, managers need to help people understand what comparison to make.
New York Times, April 30, 2009 — Less than two months after changing its name, the biggest and best-known unit of American International Group is preparing to change its name again, in the latest sign of damage to one of the world’s most famous brands.
New York Times, March 16, 2009 — FOR years, television viewers, journalists who write about TV and services that compile listings have wondered how to refer to a certain cable network: Sci Fi Channel? Sci-Fi Channel? SciFi Channel? SCI FI Channel?
Soon, to paraphrase Rod Serling — whose vintage series, “The Twilight Zone,” is a mainstay of the Sci Fi Channel — executives will submit for public approval another name, not only of sight and sound but of mind, meant to signal a channel whose boundaries are that of imagination. That’s the signpost up ahead — your next stop, Syfy.
Advertising Age, March 16, 2009 — Sci-Fi Channel, the home of "Battlestar Galactica," "Eureka" and "Ghost Hunters," is offering advertisers more than new programming this year. It's offering up a whole new name.
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
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