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Posts Tagged ‘corporate naming’

Brands Just Want To Be Friends

In Branding, Business, Naming, Trademarks on February 7, 2011 at 3:00 am

Creating your new brand for an expansive experience as opposed to a particular product will inevitably serve you well.

There used to be a time that most brands had a first and last name. Pepsi Cola. Kodak Film. Eveready Batteries. It wasn’t that the last name was always a part of the registered trademark — like Coca-Cola — it was just that the descriptor had to be there to distinguish the mark and tell people what they were getting. Then consumers would take the descriptor along for the ride so that they have less of a chance of having to explain the name to someone unfamiliar to it.

As society continues to move swiftly forward and peoples’ attention spans grow ever shorter, so do their consideration of trademarks. Thanks to the Internet, we’re getting used to being on a first name basis with brands like Google, Amazon and Facebook. These types of brands are not products, services, or even companies as much as they are experiences. And most experiences, by their very nature, defy being described by a single word or even phrase.

Amazon started out being billed as “the world’s largest bookstore.” While they still hold comfortably to that claim, they now also offer everything from automotive merchandise to watches. Simply by telling someone “Look for it on Amazon,” it’s an indication that the name itself literally says it all.

To illustrate further how the experience of the brand continues to shift, Lexicon created the BlackBerry name for Research In Motion back when the initial product was a two-way pager. Over time, with a robust line of smartphones and now a tablet coming online, BlackBerry stretches to cover a lot of tech and without having to say more about itself — the products speak for themselves. In the first world, certainly, if you tell someone you’ve got a BlackBerry in your pocket, they’re unlikely to think you’re speaking of the fruit.

The tendency in our society is take something short and shrink it even more. That’s why we like nicknames. It’s why we can’t help turning longer names like Theodore into Ted, Maddie becomes short for Madeline and even the two-syllable Joseph turns into Joe.

In the branding world, a classic case-in-point of this same phenomenon is FedEx, which began as Federal Express back in 1973 but, in 2000, the company decided to go with the flow and change their brand over to the shorter nickname. (Linguistically speaking, FedEx is a syllabic abbreviation of the original name.) It doesn’t seem to have been a capricious choice. By using Google’s Ngram Viewer to chart the occurrences of Federal Express versus FedEx in printed material, one can actually see the use of the longer name start to dip as the FedEx nickname continues to rise — a trend that sharpened once the name change became official.

Contrast of the use of the terms “Federal Express” vs. “FedEx”

This move toward informality will likely continue. In a social media world of tweets, where you have to get your message across in just 140 characters, brevity is becoming the soul of marketing. FedEx was a shorthand that everyone was using, so it came pretty naturally. Conversely, like a kid trying to foist a self-created nickname on people, it comes off as a little sad when a company tries to force the issue and create a shortened version of their brand on their own. Last fall, FedEx competitor United Parcel Service finally abandoned their ad campaign to try to become known as “Brown”. Makes sense — why would people adopt a longer name instead of the already short and familiar UPS?

The strategy can work, if the company is willing to make the commitment. An example is Eveready, which changed its moniker, in 2000, to Energizer, represented by that ridiculous drum-beating pink bunny.

The more that consumers interact with your offering — the friendlier they get with it — the more they come to feel a sense of ownership of it as well. As that happens, they’ll begin find new ways to use it. So, rather than your nascent brand being a product, service, or company, think of it, instead, as an unfolding experience. One of vast scope and limitless potential. With that in mind, it’s good business to consider just how expansive your brand may become, and to do so before you even hit the market.

For any company to be a good steward of their brand requires that they manage this business of shifting perception. Fighting too hard against consumers’ desire to cut your name short might result in a backlash. But pandering to it rarely pays off as well. Just as protecting one’s good brand name requires attention, companies need to also be aware of how their name is being used and recognize when it may be time to get a little friendlier.

Lexicon Branding

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How iPad is Naming the Game

In Branding, Business, High Technology, Naming, Trademarks on January 20, 2011 at 1:55 pm

Lots of pundits took their potshots at the iPad as it was first coming to market in early last year, with even video sketches on YouTube mocking the name as some kind of hightech version of a feminine hygiene product. Now, a year later, with Apple reportedly having sold 15 million of the devices, no one’s laughing — at either the product or the name. The high technology industry as a whole, instead, is realizing that Apple’s not just changing the game of what was perceived as pretty much a niche market, but they’re in the process of renaming the game.

For the past few years, since tech companies have been R&D’ing the future of the computer, there’s been a lot of focus on tablets. Microsoft’s been yapping about one for years. As has HP, Samsung, Dell and anyone else with a dog in the fight. Everyone’s been gearing up but — as is often the case with emerging technologies — none of the big leaguers wanted to be the first to go all in. But one thing was “for sure”: The new form factor was going to be called, generically, a tablet.

Then came Apple.

And they were not just making a leap in technology, but one in category as well.

They’d already established a readily i-dentified beachhead, brandwise, with the iMac, iPod and iPhone lines. These device brands traded on a couple of equities. The first was Apple’s successful transmogrification of the baseline devices — PCs became Macs (by way of Macintosh), MP3 players were now pods, and the cellular telephone smartened into simply phones. The second, subtler point was the practice of tagging that initial — and lower case — i to the front end of a single syllable word.

It doesn’t take an experienced branding person to figure out that the hypothetical iTablet name that was floating around pre-announcement would not be the name of the new device. Given Apple’s naming heritage, they would either pioneer something new — as they did with pod — or else co-opt something relevant yet unexpected. The only thing keeping anyone brand-savvy from laying down even odds on pad being the way they were going to go was not its association to menstrual pads but its similarity to their already popular iPod line.

Confusion in the marketplace is what you want to avoid, and that one was clear to see. On the other hand, while certainly humorous, no one was going to confuse a product from the tech category with a generic descriptor for feminine hygiene products relegated to a very specific aisle at the supermarket or drug store.

From a head-to-head standpoint, as it turns out, pad has it all over tablet in terms of public usage. According to Google’s (relatively) new Ngram Viewer, the usage frequency of “tablet” has been somewhat stable over the past 200 years (with a surge from roughly 1870 to 1930), whereas “pad” has been on a more or less steady rise since around 1840. “Pad” overtook “tablet” in the late 1930s. (Of course, since “pad” and “tablet” each have a variety of meanings, it’s difficult to determine exactly which meanings were used more frequently when.)

Google’s Ngram shows “pad” vs “tablet” frequency of usage

Then there’s always Apple casual vs. Microsoft formal. Calling the products in question “pads” conveys a much more casual, friendly, and even playful tone. A “tablet”, on the other hand, comes across as a bit more formal, technical, or more refined.

The war of words isn’t over yet, with most major high-tech heavyweights still gearing up to come to what is obviously a much more robust market than anticipated. (In a recent TechCrunch article it was revealed that even Apple fanboy bloggers undershot the mark by at least half when it came to predicting iPad sales.) “Tablet”, though unlikely, may yet win the day. Even if it does, usage will surely affect the reactions we have to the word — “tablet” may soon sound just as casual and friendly as does “pad”.

— Lexicon Branding

Telling Details

In Branding, Business, Linguistics, Naming, Trademarks on January 6, 2011 at 3:47 pm

In creating new brand names we often look for images related to a product that bring out its essence. Images that may seem quite extraneous at first sometimes turn out to be the most effective when it comes to conveying the essence of an idea. Ordinary English has many examples although, in many cases, the terms have become so commonplace that we often don’t think of them in the context of a picture.

Office on Cornerphoto © 2007 David Sawyer | more info (via: Wylio)
Corner Bank. A recent newspaper article about big vs. small banks used the term corner bank to refer to the small ones. What an evocative image — even though being located on the corner of a block has nothing inherently to do with a bank’s size. Still, embedded in our imagination is an old-time bank that was small enough to fit on a city block along with other businesses, and corner bank helps us to visualize this image.

Soccer Mom. Think about the structure of this expression: two nouns next to each other, no syntactic or morphological links connecting them. Yet the semantic connection is obvious to anyone who participates in our culture. The expression captures the essence of a mom who, despites loads of equally or more important duties, makes time to get the kids to their soccer practices and soccer games. Due to the cultural information it calls on, this expression captures the fact that Mom is not only devoted but also well organized.

Lounge Lizard. The term lounge here refers to a cocktail lounge. The use of lizard to denote an unattractive older guy who hangs out in bars looking for women is probably restricted to this one phrase. No one talks about dirty old lizards, or nighttime lizards, when referring to these nightclub-prowling characters.

The lizard’s wrinkly skin captures the age of the guy, and the slithery nature of lizards captures the mild creepiness of the character’s behavior. Since we’re more likely to refer to any lizard we glimpse as “he” rather than “she,” the expression even correctly captures the denizen’s sex.

Strip Mall. This is one of the most graphic expressions in English, and it illustrates a wonder of our language since, as with all the examples above, there is no need for any grammatical connectors between the first noun and the second. Cultural context supplies all the connection we need. A strip mall is not really a mall at all, and the word strip has many meanings and functions — nominal and verbal. Yet the two together instantly convey not only a message but even a mood — the sadness of these shopping places that are highly convenient but devoid of imagination.

The above are common terms in American English. So it should be no surprise that some of the greatest brands also fit this analysis.

Facebook is two nouns joined together with no connectors other than the suppression of the space between them. Facebook entries contain faces but those are hardly the essence of the phenomenon. One might regard book as a credible metaphor for a collection of Web entries, yet the Web—and the world—are full of collections, yet most of them wouldn’t be called books. Google gives us a collection of links and their names and descriptions on a set of pages, but neither the page nor the collection of pages is a book. To understand the magic of the name Facebook, we need to go deeper. What makes Facebook a valid kind of book is that it has some permanence or stability; like a diary, it can be added onto, and it can of course be modified, but it’s not a transitory thing like a Google page. And that is why the Google page, or a whole collection of them, isn’t regarded as a book.

It is the word face that makes Facebook seem ironic, since Facebook the Web phenomenon is probably more responsible than most modern institutions for making it unnecessary for people to come face to face! But the face captures an essence by expressing the Facebook’s promise of being as good as, almost better than, seeing someone’s face.

All but the first of the examples above are standard compound nouns, stressed on the first word. The first one, corner bank, is a noun phrase, stressed on the second word, and the first word modifies the second. The portfolio of brands created at Lexicon Branding contains many examples of these two effective dynamics, dating back to HP’s popular DeskJet printers and including such brands as NatureBridge, Silverlight, and Weather Edge.

Let’s break down another popular Lexicon-created brand to see how the formula works. Blue Nile —besides being a successful online purveyor of fine jewelry — is an expression with blue functioning as a modifier. This is another striking example of the ability of two juxtaposed words to capture an essence, even if those words seem to have little to do with a product. The Blue Nile runs through two countries—Ethiopia and Sudan, hardly the first countries one thinks of in relation to jewelry and gemstones. But the African continent is certainly one of the key places in the world we associate with gems—maybe due mostly to South African diamonds. And the coldness of the color blue again captures an essential property of the gems, the cool gleam they give off. Nile contributes a complemetary association,  the sparkle from the flowing water of a river whose ancient history gives it dignity, a dignity easily associated with gems, whose history (even with modern gems) also dates back to ancient times.

The old saying goes that “a picture is worth a thousand words.” While that may well be true, by finding just the right way to evoke images in the minds of consumers, the value of words can be increased so that it takes just two to make a perfect picture.

— David Placek

Honda Loses Market Share (How surprised were we supposed to be?)

In Branding, Business, Cars, Linguistics, Naming, Trademarks on January 3, 2011 at 11:56 am

From a naming standpoint, we weren’t surprised at all. The December 30, 2010 Financial Times reports that Honda’s market share dropped by over 5% in the U.S. and by more than 25% in Europe in 2010. Probably there are dozens of technical and business reasons for this. But as a branding company one of the major lessons coming out of this unfortunate news is that bad names affect car sales.

2011 Honda InsightHonda’s new Insight is a sleek hybrid with a beginning price under $20,000 in the U.S., and mileage in the 40 mpg range. It drew raves from Car and Driver magazine. Yet the Financial Times reports that sales have been “well below the company’s expectations.”

How could this be?

One reason is that Insight brand isn’t doing this car any favors. Many consumers attuned to hybrids still remember Honda’s original 2000 Insight, a clunky two-seater with low power and not much interior space. Back then the name may have appealed on an intellectual plane with some hopeful early adopters. But given that car’s shortcomings and its failure to catch on in the marketplace, why carry that baggage over to an attractive new car whose main link with the 2000 model is its hybrid status?

Honda’s new sporty hybrid, the CR-Z, also had disappointing sales last year. While to our eye it has less going for it than the Insight in the looks department, it also has a naming problem.

The name CR-Z borrows its name structure from Honda’s popular CR-X from the 1980’s. (The Z will strike some fans of economy sport hatchbacks as having been borrowed from Nissan’s enduring line of Z cars.) But the CR-X brand disappeared in 1992. Hoping that brand equity will survive a hiatus of double-digit years is highly risky, as Ford found when it re-introduced the Thunderbird brand in 2002 and dropped it after 2005.

Interestingly, GM has just introduced a brand with the same consonants as Honda’s CR-Z in the same order, the 2011 Chevrolet Cruze. What a difference those vowels make. While Honda associates its cars with discontinued past models, Chevy uses Cruze to proclaim a fresh start. The link with cruising brings thoughts of fun, carefree operation, and driving as a social experience. The consonant and vowel sounds that make the name Cruze for the most part imply smoothness and comfort.

As the many positive reviews note, Honda has much to be proud of with its new hybrids. But the names it has chosen totally fail to communicate that simple fact.

Will Leben, Director of Linguistics

Can the Right Brand Name Actually Create a New Category?

In Branding, Business, Naming, Sports, Trademarks on November 29, 2010 at 11:12 am

Can the right brand name actually create a new category? Consider the case of Callaway’s Big Bertha® driver.

By the late ’80s, the golf club industry was drifting towards a commodity-like industry. Most companies offered similar products and new introductions concentrated on minor improvements and relatively minor claims.

Big Bertha driver

The driver that changed the game

In 1991, Callaway introduced the largest driver ever made — Big Bertha — a stand-out name with attitude. Big Bertha was about hope and power (mostly hope). Within three years, Callaway’s profits had increased five-fold to $250 million.

There is no question that the name made the launch of the line far more efficient and dramatic than if it had been called Callaway Big or Callaway Large or Callaway Pro.

Big Bertha put Callaway in a whole other league. As an avid golfer, I had to have one and so did just about everyone else out on the links.

Oversized clubs are now a major category in the golf world and you can’t argue with the club’s promise of performance and its dramatic style. Big Bertha got golfers’ attention, generated excitement, and let Callaway deliver the message.

Next time someone tells you that brand names aren’t strategic marketing tools, tell them the Big Bertha story.

— David Placek

Explaining Stuff

In Branding, Business, Linguistics, Naming, Trademarks on October 21, 2010 at 4:54 pm

As one of the linguists at Lexicon, I have a lot of explaining to do – often it’s to clients, about why Name X won’t work in Language Y for Product Z (in compiling our GeoLinguistic Evaluations); or to clients with even greater curiosity, about the meanings of seemingly scary words like ‘obstruent’ and ‘sonorant’ and how they’re important when it comes to sound symbolism. The majority of my explaining, though, happens as part of our proprietary creative and evaluative processes: explaining the various ways a candidate name can be parsed (or broken down and interpreted); effective metaphors for conveying product attributes; the semantic networks for potential name candidates and their components; etc.

Another exciting aspect of my job is keeping up with all of the latest linguistic news. Take, for instance, linguists’ recent discovery of a previously undocumented language called Koro (Explorers in India find something almost unheard of: a new language). Having been involved in documentation work myself (on an endangered variety of the Zapotec languages spoken in Oaxaca, Mexico), this is especially exciting for me. And while we won’t likely be adding a native Koro speaker to our network of linguists and native speakers around the world, we value the discovery as it adds to the growing body of documented linguistic diversity.

Along the same lines, my favorite linguistics blog is Language Log, which every now and again will have a post particularly apropos to the naming and branding industry. For example, Puke is about products from other countries whose names mean extremely inappropriate things in English, including a brand of snack chips called ‘Only Puke’.

Pocari Sweat

We can laugh at the products featured in this post, but because of their names alone, many English speakers won’t even try them – it’s a shame, too, because I can attest that Pocari Sweat is actually quite delicious! When you’re dealing with markets in a wide variety of languages, you need to verify how your brand name will be received in each and every one. A product’s name is its first impression, after all, and part of our job is to make sure it won’t mean ‘puke’ in any of our clients’ markets.

Even within the United States, various languages are at play. A recent article in the Washington Post suggests politicians should be aware of the influence of Spanish-language media in the US, especially in this election season. But marketers should be aware of this, too: Latinos aren’t just key constituents, they’re a large chunk of consumers as well.

At any rate, we’re happy when it’s us that have to do the explaining – that way our clients won’t run into a situation where they’re the ones having to explain why in the world they tried marketing Product Z in Language Y with the Name X.

Greg Alger, Linguist

26 Reasons Brands Work…Or Sometimes Don’t

In Naming, Business, Branding, Trademarks on October 19, 2010 at 4:13 pm

If branding people had a wish list to make their jobs easier — with easier meaning to quickly create a new and memorable name — high up on that list would be new letters to add to our alphabet. You’d think that combining and recombining the usual 26 letters, A to Z, would be enough to keep people busy. And yet, those 26 symbols may not be enough.

The Oxford English Dictionary

Consider: The 2nd edition of the Oxford English Dictionary, regarded as the authority when it comes to words that are in fairly common usage, has full entries for 171,476 words. That’s not to mention the more than 47 thousand words listed that the editors consider obsolete. Virtually all those words have been scooped up and used — many for trademarks. Even more for URL designations on the Internet.

Common words get snapped up and used again and again. Fling (and forms of the word), for example, appears more than 120 times in the trademark registry of the United States Patent and Trademark Office. A word can be used multiple times as long as the products are dissimilar (people are unlikely to confuse the Fling bar and grill with Flings greeting cards.) Eventually, however, the words do get used up.

That’s where sound symbolism can come to the rescue. Every letter in the alphabet is associated with one or more sounds that it can make — that’s sound symbolism. Often, a word’s semantic meaning far overshadows its sound symbolism…as long as the person encountering it knows what the word means. If the word is foreign, strangely spelled, or completely invented, our brains fall back on what the word sounds like and whether we find that appealing or not.

This is sound linguistic theory, by the way, and not just something we made up to sell names. In fact, Lexicon Branding has laid out several hundred thousand dollars over the years to have master linguists take a look at this principle and how it applies to brands the world over. (You can take a look at some of our thinking in brief here.)

When it comes right down to it, branding is a letters game. A z can add speed and agility to a name, where a d can slow a name down but add an air of dependability. Dependability? From a single letter? That’s what our research indicates.

Sound symbolism can save the day even in cases where the brands are simple English words, generally understood by everyone in the marketplace. In the ongoing war of e-readers, for instance, is Amazon’s Kindle a “better” word than Nook, the offering from Barnes & Noble? Features of the devices aside, the names themselves speak volumes.

Kindle VS Nook

As we said in a recent report about these names, the sounds in Kindle work together to convey a feeling that is thin, light, and agile. Kindle also rhymes with spindle. Together these factors suggest a tool that is lightweight, easy to hold, and easy to manipulate. On the other hand, the brand Nook also looks and sounds like “book”, which helps anchor the product in a consumer’s mind.  Additionally, Barnes & Noble can counter by exploiting Nook’s relative sturdiness from a phonetic standpoint. We wouldn’t be surprised to see Nook rated more durable based on phonetics alone.

People don’t buy technology based on the brand name alone — they compare things like ease-of-use, does it meet their needs, and a variety of other factors. But it’s interesting to see, if the name were the only factor upon which you had to base your decision, which of these devices would you buy?

In a world where information is coming at us faster and faster, people are tending to make ever-quickening decisions. To the point where someday we might start depending on how something sounds as a main driver to making a buying choice. So choose your sounds wisely.

— David Placek

Do You Want to Drive a Leaf? (Part 2)

In Branding, Business, Cars, Linguistics, Naming, Trademarks on October 15, 2010 at 2:01 pm

Fusion Vs. Leaf Vs. Volt Vs. Prius

 

Ford Fusion

Ford Fusion

 

Ford Fusion

The gasoline-powered Fusion first appeared in the 2006 model year, but for 2010 Ford added the Ford Fusion Hybrid, a gasoline-electric hybrid with EPA ratings of 41 mpg city and 36 mpg highway. It placed at the top of Kelley Blue Book’s 2009 list of “green cars.”

As a car name, Fusion blends a scientific notion, atomic fusion, with the mixing of world cultures associated with fusion in the food business. In this way, the high energy associated with atomic fusion is combined with, but not at all lessened by, the sophistication of cultural fusion. This double life wouldn’t sit well with a smaller car, but it’s a reasonable reach for a mid-sized one like the Fusion. It would be nice if the name also conveyed human charm, but that’s really not the case.

 

Nissan Leaf

Nissan Leaf

 

Nissan Leaf

Nissan’s Leaf, scheduled to begin appearing in December 2010, is a compact 5-door hatchback electric. Its all-electric city driving range is estimated at 100 miles, as compared with an estimated 700 miles for the Fusion.

As a car name, Leaf exudes attributes like “green,” “natural,” “good for the environment.” In a daring break with tradition, the name doesn’t say power or luxury. As a name, Leaf may strike consumers as overly delicate, but something about leaves — their beautiful contours, the grace with which they fall from trees — helps us think “comfort” when we see Leaf on a car.

Most important of all, thanks to its uniqueness among the luxurious, muscle-bound, and sports-centric car names of yore, the quiet name Leaf furthers the aim (announced by Nissan America’s Vice-President of Marketing) to make this car the “poster child of innovation” for the company.

 

Chevrolet Volt

Chevrolet Volt

 

Volt

Chevrolet’s Volt is a plug-in hybrid electric vehicle, anticipated in November 2010. Its batteries will power the Volt up to 40 miles, after which a small gasoline-powered engine will kick in, extending the Volt’s range to over 300 miles.

The name Volt would have had appeal even in an earlier era when gasoline-powered engines were practically the only choice. In those days, Volt would have scored high for expressing power and highly-charged performance. In today’s changing marketplace, Volt will of course also draw attention to the electric side of this hybrid.

What’s especially nice is that the name’s pronunciation is not far off from bold and jolt — a possibly advantageous contrast with the mellow associations of Nissan’s Leaf.

 

Toyota Prius

Toyota Prius

 

Prius

Since its U.S. debut in 2000, this car has done more than any other to popularize hybrid vehicles as a practical choice for the mass market.

The car’s perceived advantages were enough, with some help from government rebates, to outweigh a price premium of several thousand dollars over similar-sized conventional models and a wait of up to six months for delivery. Two symbols of the car’s stand-out qualities were its unique shape, with the roof forming a near-perfect arc, and its distinctive name Prius.

The name Prius joins a new root pri with the ending -us first used in Toyota’s Lexus. The root pri begins with the same three sounds as the root prem of premium and premier. The three letters Pri also begin the prim of prime and primary. Both prem and prim go back to the same Latin root, meaning “first.” With this name, Toyota chose to express Prius’ stand-out quality without focusing specifically on its green appeal.

That choice now seems prescient, as the marketplace readies itself for many new models and technologies designed to appeal to consumer (and government) desires for greener autos. With each successive introduction, Prius’ green appeal becomes a less distinctive selling point.

•          •          •

By now most manufacturers are offering a hybrid model. Chevy’s plug-in hybrid Volt is due to appear shortly. Buick’s plug-in hybrid SUV is coming in 2012. New plug-in hybrids are also expected between now and 2011 from Ford, Volkswagen, and Volvo. But Prius remains the first commercially successful hybrid, as its name will always remind us.

Today’s car names reflect ongoing changes in auto technologies and in global marketing. Thankfully, rather than everyone jumping on the same naming bandwagon, the newest crop of names reflect a variety of creative guesses about what values will count most to the consumer. Of course the nuts and bolts of the cars themselves will have the most to say about which new models succeed or fail. But, as in the gasoline-only era, the names themselves are sure to play a key role in which models attract the most attention, and for how long.

— Will Leben, Director of Linguistics

Throwing The Market A Curve

In Branding, Business, Naming, San Francisco, Trademarks, Uncategorized on October 8, 2010 at 3:57 am

Some of the brand name development efforts that happen at Lexicon® Branding remain in the shadows. It may be a name for a select segment of software engineers. Or a major brand’s soft drink that gets test marketed in Topeka, Kansas, and never gets any closer to a rollout. But every so often we get a chance to be part of something big, bold, and uniquely different.

Types of CurvesIn the case of Levi’s Curve ID® fit system, the brand behind several new lines of womens jeans from San Francisco-based Levi-Strauss, it’s not so much that we helped them create a name for jeans specifically built for a variety of female body shapes and sizes. Instead, it’s the excitement of being part of their audacious, in-your-face advertising campaign that’s bringing awareness to the new jeans.

Bus stop posters proclaiming, “Not All Asses Were Created Equal”. Giant billboards declaring, “For Prima Donnas and Girls Named Donna”. A newly debuted “Levi’s Girl” (Meghan Ellie Smith, @thelevisgirl) who is tweeting and posting on Facebook about her adventure as the first to be so dubbed, moving from New York City to San Francisco.

All Asses Were Not Created Equal

One of Levi's Curve ID billboards

Some brand names get a slow start, seeming more to escape from their corporate headquarters than to blast their way onto the scene. In this case, with our head office being in Sausalito, California, just across the Golden Gate Bridge from “The City”, everyone who works here is seeing Curve ID no matter which route they take to work, whether they travel by public or personal transportation.

For Prima Donnas and Girls Named Donna

We’ve often wondered why most clients wait until the very end of a new product’s development before they even start thinking about a name. To our way of looking at the process, the sooner that name creation can be involved, the easiest it becomes to conceptualize the final brand and the strategy that needs to go into launching and supporting it. In that regard, the system in most industries seems to be a bit broken, which is why we applaud our friends at Levi Strauss for choosing to get Lexicon in the mix during the early stages of developing the brand that became Curve ID.

For a brand that’s meant to open people’s eyes to a new way of buying, trying and wearing womens jeans, Curve ID as an exciting new brand has been presented in some new and eye-opening ways itself.

— David Placek

Big Brands Urged to Set Sail in San Francisco

In America's Cup, Branding, Business, Naming, Sailing, San Francisco, Trademarks on October 4, 2010 at 10:22 pm

There’s a very good chance that when the next edition of the America’s Cup race is run, the boats will be sailing in San Francisco Bay. And Bay Area-based brands may be a large part of the reason why.


The BMW Oracle boat in the second race of this year's America Cup

Last February, during the most famous race to sail the high seas, the winner was BMW Oracle Racing. The team, backed by Oracle CEO Larry Ellison, not only won the namesake trophy but also the right to choose where the next race is to take place. That won’t be until 2013, which gives the lead contending cities — Valencia, Spain; a site in Italy; and San Francisco, California — a fighting chance to make themselves pretty before a choice is made. And “fighting” is the operative word.

According to the San Francisco Examiner, “San Francisco is facing tough competition from the other locations, which are offering major public subsidies that could potentially be in the hundreds of millions of dollars, according to a memo from the Mayor’s Office. The competition to host the prestigious event is stiff because the regatta is expected to produce more than a billion dollars in revenue for the host.”

In these tough economic times, that’s not money to sneeze at. And so it is that the America’s cup is being given very serious consideration. On Tuesday, Mayor Gavin Newsome discussed a framework of a financial and land agreement between the City By The Bay and the BMW Oracle Team. San Francisco would hand over three properties on the southeastern waterfront — Piers 30-32, 50, and seawall lot 330 for free. The America’s Cup team would also enjoy long-term rights to develop the properties.

The team, however would shell out $150 million in immediate structural improvements, seismic refitting, and whatever else is necessary to bring the area back to commercial viability.

Here’s where the local businesses, industries, and their attendant brands really stand to gain some international exposure. The city promised the America’s Cup team that they would beat the drum to raise in the neighborhood of $270 million in corporate sponsorships. And, as if to demonstrate the true power of a brand, state Democrats and Republicans are putting aside their differences in order to work together to bring the America’s Cup to the San Francisco shore. What’s good for the city is good for the state, it seems.

And in order for the city’s good name to win the day — and the running of the next America’s Cup — it’s going to take the hard work and a lot of money of the companies behind some of the Bay Area’s best known brands. From high tech to biotech, from sports marks to bike works, everyone’s going to be on the hook to help bring the America’s Cup back home.

Ultimately, the question may come down to the power of America’s brands. The other venues will be pulling equally hard for the honor of hosting the next race, and it stands to reason their home team brands will be out there, strutting their stuff. Until the boats involved are actually in competition, it’s likely to be all about “may the best brands win!”

— David Placek