A corporate name of any merged entity, at best, is really an outcry from the deep bottom of a corporation, all in search of attention and in pursuit of fame and glory. Whether you read a corporate brand name in a column, see it in a phone book, hear it on a radio, TV or come across it on the web, the name is always, a real show-off with a desperate mission to seek all the attention it can get.
Go to any big search engine and you will see one name after another screaming and yelling, each name wants to be on top of each other. Each wants to be as prominent and as loud as possible. Some have very high pitch and some with a flat boring humming noise...a humming noise, which sometimes, our subconscious mind can only hear. When you look at the word 'Banana', your sub-conscious mind does hear a soft enunciation of the word, this is sometimes a voice print left from the past encounters with the name, its sound or maybe the object itself, and if you ever slipped on a peel, then of course, other screaming thoughts may also conjure up. These types of branding experiences are often attached to most words used in our daily lingo.
So let's talk about verbal branding or how a corporate names travel mouth-to-mouth, from one corner of the city to the whole nation, infesting the entire globe.
Really! Today this is achieved in one afternoon. A press release in the morning, a chat on CNN in the afternoon, e-commerce campaign for the rest of the day and voila! The name is the talk of the town from Rio to Paris and from New York to Shanghai. How long this name fame and glory will last all depends on how many customers will remember this name in the long run. With millions of names being registered each day as new corporate identities, new products, domain Names and other strange things, it is very noisy out there, almost like a deaf tone. While naming of this newly created new name-economy awaits its thunder, there are still some very serious problems for marketers.
Go to any big search engine and you will see one name after another screaming and yelling, each name wants to be on top of each other. Each wants to be as prominent and as loud as possible. Some have very high pitch and some with a flat boring humming noise...a humming noise, which sometimes, our subconscious mind can only hear. When you look at the word 'Banana', your sub-conscious mind does hear a soft enunciation of the word, this is sometimes a voice print left from the past encounters with the name, its sound or maybe the object itself, and if you ever slipped on a peel, then of course, other screaming thoughts may also conjure up. These types of branding experiences are often attached to most words used in our daily lingo.
So let's talk about verbal branding or how a corporate names travel mouth-to-mouth, from one corner of the city to the whole nation, infesting the entire globe.
Really! Today this is achieved in one afternoon. A press release in the morning, a chat on CNN in the afternoon, e-commerce campaign for the rest of the day and voila! The name is the talk of the town from Rio to Paris and from New York to Shanghai. How long this name fame and glory will last all depends on how many customers will remember this name in the long run. With millions of names being registered each day as new corporate identities, new products, domain Names and other strange things, it is very noisy out there, almost like a deaf tone. While naming of this newly created new name-economy awaits its thunder, there are still some very serious problems for marketers.
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