WHAT iPAD MEANS

March 29, 2010

Apple’s iPad tablet device is shipping April 3 and already it’s looking like another hit for Steve Jobs…yes, in spite of initial reaction to the name.

I must admit, I am bemused by the continuing name controversy. Admittedly, for women of a certain age it is entirely understandable they would connect the word ‘pad’ to a hygiene product in free association. In context, however, that association would be drastically minimized.

When we speak of launch pads, legal pads, bachelor pads, ink pads or pad locks we know exactly what is being referred to. There are no jokes, snickers or shudders when someone asks for a note pad. In such contextual instances, association of the word ‘pad’ to a feminine hygiene product is not only unlikely, it is perverse.

So it will be with the Apple iPad. It will come to mean the computing platform of the future without anyone blinking an eye (see Walt Mossberg‘s comments in the Wall Street Journal).

In naming, context is everything.

Oddly, the prevailing negative views about the iPad name are coming from men. For some reason have assumed the banner of female disdain and just can’t get beyond the tampon. How their minds work is a matter for them and their psychologists.


Xmtch – an assignment for Don Draper, not Dan Draper

March 20, 2010

 

 

As the FT reports above, Credit Suisse is planning to rename something it calls Xmtch.

The Swiss bank has decided Xmtch is simply not cutting it in the arcane world of ETFs (exchange traded funds). “The rebrand”, the FT astutely observes, “seems to point to an admission that the business needs help.”

News of the planned name change, that will make it “very clear” the ETF business is part of the Credit Suisse stable, comes after the bank announced it had recruited ETF heavyweight Dan Draper from somewhere called Lyxor to shake-up the business.

While I am sure Dan Draper from Lyxor knows a lot about ETFs, Credit Suisse would have done far better to bring in Don Draper from Sterling Cooper. Don could have saved the bank a substantial part of the fortune it is no doubt paying Dan by giving it a few pieces of advice about names along the following lines:

“First, if you don’t know how to pronounce something, it does not even qualify as a name. How am I supposed to say Xmtch?

Second, a name should give you a clue as to what the product is. What is Xmtch? Does anybody out there know? Is it really any wonder your ETF business isn’t doing so well?

Third, if you want to connect the ETF business to the Credit Suisse name, how about something like, um,  ‘Credit Suisse ETFs’?

OK, you can send Dan back to Planet Lyxor now. My invoice is in the mail.”

Sincerely,

Don.


After the Apple iPad, stand by for the Dell Streak

March 14, 2010

If people had problems with the name of Apple’s iPad, they are going to have a high old time with Dell’s entry into the touch screen tablet market.

Engadget has posted two slides from an internal Dell document that purports show color options, sizes and the new name for the tablet referred to as “Streak”.

Streak is troubling for a couple of reasons. By definition, a streak is a line, mark or smear. Apart from the open invitation it offers to toilet humorists, Streak is a hard name to love if it is anything more than a code name. More problematically for Dell, it is yet another ‘brand’ that has to fight for attention alongside OptiPlex, Vostro, n Series, Latitude, Precision, PowerEdge, PowerVault, PowerConnect EqualLogic, Inspiron, Studio, Studio XPS, Alienware and the pretentious Adamo.

For all the issues some people have with the iPad and Apple’s iNaming convention, at least it has a logic that helps you to understand the family of products within an Apple-centric system.

From Pampers to Pontiacs

Where is Dell going? Regrettably, the company seems to be heading down the same P&G-style consumer product branding path that Ron Zarella pursued a few years ago at GM at the behest of his Board mentor, John Smale. A former chairman of Procter & Gamble, Smale hoped to introduce the marketing skills of the packaged-goods business to cars. What worked for Pampers will work for Pontiacs was the logic.

Zarella, president of GM North America, duly obliged and poured marketing money into individual vehicle models at the expense of the core ‘divisional’ brands (Pontiac, Chevrolet, Oldsmobile, Buick and Cadillac).

No new dawn for Oldsmobile

He even went so far as ‘de-badging’ Oldsmobile cars and promoted models such as the Aurora as brands in their own right, removing all trace of Oldsmobile on the vehicle. The problem was you still had to walk into an Oldsmobile dealership to buy one, an experience not for the faint-hearted. It was sleight-of-hand brand marketing logic devoid of any consumer buying psychology.  An already weak brand was effectively killed by this strategy which provided another expensive lesson in why classic consumer branding techniques cannot be applied willy-nilly across different industries.

Dell should look to its brand laurels. As innovative as its products might be (and I’m not sure they are technically), Dell is not a product marketing company. I don’t think it knows what it is anymore, but this much is certain: Dell needs a strong brand under which it can introduce new products and a nomenclature strategy that supports the brand. Fighting a war of product brands in now obligatory bright colors is killing the goose that laid the golden egg.


The archer knows the target. The poet knows the wastebasket. Everything eternal happens in a spare room at 3am. You’re done when the crows sing.

March 10, 2010

Lines by Ron Dakron, passed on for namers in search of inspiration.


Is your name your destiny?

March 7, 2010

Mo’Nique deservedly walked off with the Oscar for best supporting actress last night for her performance in the movie ‘Precious’.

As the world now knows by now, Precious is based on the novel ‘Push’ that tells the harrowing story of an obese, illiterate and horribly abused Harlem teenager.

While a work of fiction, the story is based the experiences of the author, Sapphire, who encountered several girls in similar situations during her time teaching literacy in Harlem and the Bronx in New York.

A Precious Oscar win for Mo'Nique

The child’s name, Precious, is indeed a cruel irony considering the brutally uncaring treatment she received from her parents. It brought to mind the real-life story of Temptress told in the book ‘Freakonomics’. Temptress was a 15-year-old girl whose misdeeds landed her in her in Albany County Family Court. She was charged with ungovernable behavior which included taking men home when her mother was at work.

The judge had long taken note of the strange names borne by some offenders. He asked the child’s mother why she had named her daughter Temptress. She explained she had been watching ‘The Cosby Show’ and liked the young actress. The judge had to point out that the name of the actress she admired was, in fact, Tempestt Bledsoe, not Temptress. The mother agreed she has made a mistake but was nonplussed when the Judge suggested that poor Temptress’s problematic behavior might stem from her living out her name.

The book goes on to recount the case of the New York City man, Robert Lane, who named his son Loser. In spite of the difficulties his name presented throughout his life, Loser was a success. He went to prep school on a scholarship, graduated from Lafayette College and joined the New York Police Department and became a sergeant in the force.

Now it turns out that Loser Lane had a brother. His name was Winner. The most notable achievement of Winner Lane’s life was the length of his criminal record. Winner and his brother Loser rarely speak.

So, does the name you give your child affect his life? Would young Temptress still have landed in trouble if she had been named, say, Chastity? As it happens,  Temptress, Loser, Winner and Precious are all black. Is this fact merely a curiosity, or does it have something larger to say about names and culture?

The authors of Freakonomics draw on a study based on birth-certificate information for every child born in California since 1961. The data, they argue, proves just how differently black and white parents name their children. A great many names today are unique to blacks. More than 40 percent of all black girls born in California in a given year receive a name that not one of the roughly 100,000 baby white girls receive. Astonishingly, 30 percent of the black girls are given a name that is unique among every baby, white or black, born that year in California.

Even among very popular black names there is little overlap with whites. As an example, of the 454 girls named Precious in the 1990s, 431 were black. Of the 319 Shanices, 310 were black. There were also 228 babies named Unique, and 1 each of Uneek, Uneque, and Uneqqee.

On the other hand, more than 40 percent of the white babies are given names that are at least four times more common among whites Consider Connor, Cody, Emily and Abigail: each of these names was given to at least two thousand babies in California, and fewer than 2 percent of them black.

But is the life outcome any different for a person with a typical black name – Imani or Deshawn (the two most popular) – than for a woman named Molly or a man named Jake? According to the data, the answer is yes. But it isn’t the fault of their names. There are underlying socio-economic, educational and cultural circumstances at play. Names are an indicator, not a cause, of life outcomes.

What the data does suggest is that an overwhelming number of parents use a name to signal their own expectations of how successful their children will be.

Are there any better exemplars of this conceit than movie stars, so entertainingly on display last night. They are the American aristocracy who seem to live in a parallel universe where  normal laws don’t apply. While middle class parents cautiously push the boundaries of the social acceptability with the likes of Caleb and Izabella, the children of movie stars rejoice in names such as Lourdes, Banjo, Pilot Inspektor, Moxie CrimeFighter, Audio Science and Prince Michael II.

For movie stars, children seem to function as a vehicle for expressing their talent and uniqueness. Names are the equivalent of a royal title, a way for the aristocracy to ensure their creative legacy is passed on to their progeny. To settle on an ordinary name for the child would almost be a form of spiritual surrender, according to a psychologist who has worked with Hollywood clients.

There are exceptions, of course.  It was heartwarming to see the unassuming Jeff Bridges take the Oscar for Best Actor and make a point of mentioning his wife and children with their reassuringly ordinary names — Susan, Isabelle, Jessica and Hayley.

The Dude abides


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