Corporate America Ready for A British Style of Name Branding ?
in good old England they have big corporate brands like EGG as in ham
& eggs, ORANGE as in juice, THUS, the Scottish telco still having
difficulties thus far.
Go, as go where? and NOW, as in right now. etc. (etc. is supposed to
be a gentleman's gentlemen type magazine for straight guys.) (Although
City College in San Francisco have been using that name for years now
for their magazine- Ed)
Now, here comes, TED in USA with only one single peanut? United Airlines
to brilliantly chop the Uni from their name to come to this unique invention
of TED as half the airline with all things chopped but the engines must
deserve gold medal in the hall of fame of desperate naming.
As Blue, Jazz,Tango and Song were all flying, so TED will now do its
It seems that all over the globe there is a rush to find 4 letter words
for the airlines brands...is this the revenge of the disgruntled flier?
May be. The fact is, airlines are on the fast chopping mode. "Cut
everything into half and than half again, do it slowly and painfully."
Of course they are losing money. To frequent flyers it became obvious,
way before the 9-11 tragedy, it started with the peanut packets being
repalced by a single peanut. The monkey business is almost over, now
you even pay for a cracker and would never dream to demand an extra
satin pillow with silky blankets. Today, the stage is nicely set to
give the a greyhound bus service in the air. Cut the washrooms, give
a re-used parachute from INAM, Iraq that is. Naming of airlines have
taken a major turn, form country specific to discount coupon specific.
From first class to no class. While Asian airlines are boosting super
luxery classes, here, it is time to fly a TOM or a DICK or a HARRY.
the meanwhile, our good old McDonald is unhappy about Mcjobs being
included as a word in the OED, The Oxford English Dictionary, mother
of all the english words and a slap to the French because their
Larousse dictionary is few thousand French words less than the English.
Wow, we have more four letter words than the French, merde. To BigMac,
the jobs of "Flippin Engineers" and "Laterine Sentries"
is not to be laughed at. True, BigMac, does help tens of thousands
at entry level jobs and help the students.
Somehow they later become obese and try to sue them, in revenge?
is the new twist, the fast, freedom fry, fatty chow maker, now wants
to sell childern clothing and introduce McKids in a big way... why not
go for McCoffin...work,eat and die...complete the circle.
A million dollar tag line on Madison avenue, indeed. Watch out for the
naked kids running around at the golden arches drive-ins exchanging
and refitting pantalones...French that is.
Naseem Javed, introduced "The Laws of Corporate Naming" in
early eighties and is the author of Naming for Power and Domain Wars,
is recognized as a world authority on corporate nomenclature and on
naming standards. Naseem founded ABC Namebank, a quarter century ago
in New York and Toronto www.abcnamebank.com
© Naseem Javed November 2003
War of Words
by Naseem Javed
all rights reserved