3 Reasons Why You Should Not Ask The Internet to Name Your Brand
April 14, 2012 — Eliza S.
First rule of the internet—don’t read the comments. Second rule of the internet—do not ask the internet to name your brand.
The Natural Environment Research Council (NERC) learned the second rule the hard way when they opened up suggestions to name their new ship to the internet. The ship is a £200 million polar research vessel described by NERC as “the most advanced floating research fleet in the world and will help put the UK at the forefront of ocean research for years to come.” The internet’s answer for such an esteemed vessel?
Boaty McBoatface. By a landslide.
Here is a list of things the internet cares about—cat videos, bacon, unclad celebrities. Here is a list of things the internet does not care about—your brand strategy, managing a complex trademark landscape, ensuring a name isn’t offensive culturally.
The internet cares about instant gratification. If you want someone to care about creating a name that lives up to your £200 million investment and will stand the test of time, call the professionals.
This has been a month full of exciting changes for Google. First there was the announcement of a new parent company, Alphabet. Then there was the spinoff of Google X into a standalone life sciences company. And yesterday, users were greeted with a fresh and playful new evolution of the Google logo.
So what do all these changes mean for the future of the brand? I think Alphabet will spell out a new era in taking much bigger risks.
Creating a new corporate entity is often a protective move to shield a brand from potential harm. The advent of Alphabet creates a separate place for the business to invest in the innovations that may seem too risky and perhaps too strange for a well-established and highly valued brand like Google to endeavor. Innovation is uncomfortable at first—it often looks scary or even silly until it becomes the new normal. For example, would a strange-at-first idea like Google Glass have earned greater permission if it had incubated in a start-up rather than Google, a brand that carries a defined set of expectations? Perhaps.
These changes should signal to investors that the brand is going to stretch significantly. In their announcement about […]
When you’re born, you’re given two things: a smack on the butt and a name. Whether you like it or not, that name is forever a part of your identity. And while we may like to think that our name bears no part in defining who we are, how we act and what we do; truthfully I don’t believe that’s entirely true. Have you ever heard something like this before?
“She looks like a Becky.” “Really? She looks more like a Courtney to me.”
While I can’t speak for everyone, I know that I’m guilty of it. By nature, humans lean towards association. We want to connect dots and make sense of the world around us. That’s what leads us to taking those ridiculous quizzes and watching videos that try to explain how our names impact our personalities.
When you see a little baby called James, doesn’t that feel a little off? To me, ‘James’ is associated with power and presence, not cute and precious. It feels wrong for a baby. So, we nickname baby James to baby Jimmy. But then what about when baby Jimmy grows up and becomes adult Jimmy? Adults need to be taken seriously, to shed […]