There’s a Bumble in the Jumble
September 24, 2008 1 Comment
The announcement just came out that a new iPhone competitor, the G1 (using Google’s Android software), is about to be unleashed on the world. And this will be a coming-out party of sorts, not only for this branch of Google, but also for a contract phone manufacturer trying to make a name for itself.
Too bad they have such a memorable “name”. HTC. Blecch.
Why do companies do this to themselves? Why use obscure acronyms that simply blend into the background, and that stand out about as much as a single seed in a birdfeeder?
Effective marketing means, in part, providing a hook into the minds, memories, and imaginations of customers. And jumbles of letters and numbers are utterly self-defeating.
Just for fun, I scanned yesterday’s Wall Street Journal to gather some company/brand names that are designed to be forgotten:
CNG (Compressed Natural Gas)
CME Group (trading exchange)
CSC (technology resources)
TMI (executive recruting)
ELS (educational services)
If you’ve managed, through longevity and market penetration, to create a brand around an acronym (IBM, GM, A&P, etc.) that’s one thing. But if you want to stand out and be memorable, what is going to stick more in people’s minds – a well-crafted name, or a jumble? If you were investing, would you more easily remember a name like Fidelity (a word with actual, relevant meaning), or something like “ABX Resources”?
Companies and products should not be named by non-marketers and engineers. If I’m buying a LCD projector, I should not have to knot my tongue over a name like Panasonic PT-DW10000U. It’s a bumble to market a jumble, and a needless barrier to success.