MAM

What's in a Name? Everything

Most corporations established a century ago no longer boast their years of establishment on their stationery for fear of being rejected as outdated. Indeed, if the business began before electricity, customers might wonder if they actually know what computers are. Old companies with an old approach and an old style of brand name are being forced to re-align to new global realities.



Most successful corporations, while producing wonderful products and services, knowingly or unknowingly do not own a single global iconic name brand identity that is both a universal, hassle-free name and a solid intellectual property asset.



Yes, they do own factories and buildings, they might own some local name registrations, one or two trademarks in one or two countries, and some URLs, too. But very rarely do companies possess a global icon with a clear and undisputed proprietor.

Though they might otherwise be very successful, such businesses pay very dearly for this oversight. And the problem is very common among 95 percent of big businesses all around the globe, from Moscow to Manhattan, Karachi to Dubai, Beijing to Delhi.



Doubt me? Simply enter any corporate or product brand name on Google and the results will be pretty obvious.



To begin with, developing an exclusive ownership is a very easy and very affordable task.



To own or not to own is the next big question.



Too Old To Play



It all started with antiquated business nomenclature from the pre-globalization era; names like ACME This, Allied That or General This and General That predominated. Basically, during the earlier inceptions of business branding, there were no rules, as there were no competitors. Whatever identity one picked as a name brand simply became the icon.



Kraft, Gillette, BMW, Mellon, Toyota, IBM and General Motors -- these were some of the lucky ones, let's say, a century ago.

In the new millennium, big and healthy survivors of that era are struggling to keep a happy face. The ultra-modern consumer has little respect for how and when they initially started out, whether with a saw mill, on a pig farm or in a coal mine. >From scandals to service let-downs, people have lost faith in these centuries-old giants.



Most corporations established a century ago no longer boast their years of establishment on their stationery for fear of being rejected as outdated. Indeed, if the business began before electricity, customers might wonder if they actually know what computers are.



Old companies with an old approach, old images, and an old style of brand names are being forced to re-align to new global realities. The image of a guy in suspenders and a visor, seated behind a counter with bars and a dim lamp hanging overhead, is anathema today.



Playing Around Too Much



Just like a story from La-La Land, the post-modern ad and branding agencies finally got the taste of creating the field of naming. As if fed straight from some children's playland, for over a decade or two most of these groups just went name-happy.



Welcome to accidental naming. These groups worked so hard at hand-holding rituals of co-dependency naming that most good ideas got frozen. They only produced the so-called cute-names, which were based on a few basic raw themes, forcing overly creative eruptions that became names barely strong enough to carry their own bizarre promotional campaigns. Similar and even identical names became the standard.



Business directories got flooded with similar names. Ding-dong, mumbo jumbo and hit and run names covered the globe, accompanied by an equivalent exuberance that fueled the big budget advertising of the recent past.



Management was successfully convinced that all the good names were gone, so they had to pick one from the hat and be thankful that they were told of this last option.

Fewer than 1 percent of the names that came out of this era were of what I call five-star standard quality, which is short, simple, unique, related with global workability and, of course, useable as an available dot-com.



Putting together such a name is an easy task, if the right set of skills are used. Pick any trade directory or any old magazine for solid proof.



Maturing Name Game



The e-commerce glut and massive influx of new products and services have proven that without a solid name identity, a company is out of the game. When one search coughs up a million results, then unique distinction is the only way to run a decent branding operation.



Herein lies the theory of dying names. Either a corporation owns a unique top quality name or it doesn't. Simple. Sony belongs to Sony, and nobody else.



The risks of having a dead or dying name are clear. Today, corporations are coming up with dozens of new products and services, all in response to the new pressures erupting out of e-commerce. In order to cope with all this confusion with new positioning and new borderless marketing, once again the naming issue comes to the forefront.



Open-minded CEOs with vision and hard questions about the brand names existing within their corporation are demanding quick action. Mass advertising blitzes are nothing but expensive fireworks. The complete hierarchy of branding marketing and advertising is now upside down, and this time very pragmatic hard-core marketing is coming to the surface.



The exclusive branding floors -- where fancy logos and expensive lifestyle executives hid behind all follies in the name of creativity and branding -- are shaken, now in the wide open without shade. Marketing will perhaps be the lone survivor of this tsunami, as it can still clearly demonstrate a measurable return on investments.



Don't Forget the Name of the Game



To open this debate within an organization, the element of dramatic change must be ignited at all levels. The process is black and white, and not to be confused with putting a corporation through a crazy, creative color design wash.



Activation of a wake-up call is very simple. An effective search on the Internet will show off the application of the theory of dying names, which is based on how big corporations chip away at long-term brand equity and linger under the burden of a knowingly failing name identity.



Often for strange and unknown reasons, no one wants to take the bull by the horns. They keep convincing each other to pass the buck by approving expensive bandages like an aggressive new graphic boost, new taglines or a totally new graphic makeover.

Design and name identity are two very separate things. Design can change often, but names stay forever.



Only smart and leading organizations are responding to these issues. They can see the force of e-commerce and they know that they just can't miss. They must own a global iconic name identity and own it outright. Right now.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/vikram.jpg?itok=JSv3Z2Nz
Vikram Sakhuja re-elected as President of The Advertising Club for the second term

The Advertising Club, India’s premier industry body for the advertising, marketing, research and communication fraternity, today announced the list of its Managing Committee members for the year 2018-19.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/rajesh.jpg?itok=C48Od1oS
Rajesh Mani joins McCann as EDC Mumbai biz

Rajesh Mani has joined McCann Mumbai as executive creative director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/bourn-vita.jpg?itok=fogtyqTL
Mondelez India expands into Adult Malt Food Drinks with Bournvita for Women

Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/Image.jpg?itok=EatATXG8
Ex MullenLowe Lintas' Joseph George ‘Tilt-ing’ the creative agency model

A 150-year experienced team from across advertising, marketing, content, consumer advocacy, data analytics, storytelling, studio production, digital, media, qualitative research, behavioural science and video analytics have come together to offer consulting, communication, content and video...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/red.jpg?itok=7u0IASuQ
Red Label Tea unveils thought-provoking campaign on Ganesh Chaturthi

On the occasion of Ganesh Chaturthi, Brooke Bond Red Label has launched Shree Ganesh Apnepan Ka, a campaign to celebrate the spirit of togetherness.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/Realme.jpg?itok=tVBBmwpM
Grapes Digital bags the nationwide strategic communication mandate for Realme

Grapes Digital, the full-fledged marketing agency has bagged the strategic communication mandate for Realme, following a successful multi agency pitch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/Macho_Hint.jpg?itok=7TPJXcY9
TV best way to advertise in India: Sandeep Seksaria, Macho Hint

Innerwear is no longer a product of necessity but even a lifestyle marker. While the industry only has five major players - Lux, Amul, VIP, Chromozome and Jockey, — in the organised sector, there is still potential for them to tap the untapped consumer who is fickle and changes products as and when...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/Realme_smartphone.jpg?itok=Eu9_AxyP
Grapes Digital wins communication mandate for Realme smartphone

Marketing agency Grapes Digital has bagged the strategic communication mandate for Realme, following a successful multi agency pitch. The agency has been entrusted with the task to activate and manage the entire communication strategy and reputation of Realme and elevate the brands presence to...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/17/suicide.jpg?itok=TB7Ja1fb
Give Subtitles to ‘Suicide’, a step to combat rising suicide numbers

With the aim to highlight this issue and mark ‘World Suicide Prevention Month’, Suicide Prevention India Foundation, an NGO creating awareness about suicide prevention and WATConsult, the digital and social media agency from Dentsu Aegis Network, launched a campaign, ‘#GiveSubtitlesToSuicide’.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories