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WTF to do with corporate acronyms

by Eli Altman Over the weekend I was interviewed by Jacki Lyden on NPR’s Weekend Edition about the Wisconsin Tourism Federation. Recently they got tired of WTF jokes and changed their name to the Tourist Federation of Wisconsin (TFW). I don’t see what the big deal is, but apparently the kind folks at the TFW…

Starbucks introduces the $1 cup of coffee

by Mars Riley Starbucks celebrated National Coffee Day (how did you celebrate it?) by having a taste test between its new instant coffee, Starbucks VIA Ready Brew, and one of their regular coffees. The goal was to prove that it was impossible to tell the difference between the two. Always eager to see a major…

Freshjive flushes its identity down the toilet

by Eli Altman Rick Klotz thinks branding is bullshit. Yeah, sure, lot’s of people think and say that branding is BS, but Rick is actually doing something about it. After 20 years of running Freshjive apparel, he recently decided to drop the name and logo from everything the company makes. In 2010, he’s also pulling…

Vegemite iSnack2.0… Crikey!

  • About: Naming

by Mars Riley Can a really bad name for a product actually be a great name for publicity? Ask the Aussies. Last July, Kraft Foods Australia launched an online contest to have Australians and New Zealanders name a new version of the popular Aussie bread-spread called Vegemite. The product, a mix of traditional Vegemite (a…

Searching for the perfect name, robotically

by Danny Altman Last week I reported on my journey into the world of robotic naming, where names are untouched by human hands. They come out pure, often in staggering numbers like some species that is desperately trying to perpetuate itself. I was looking for a name for my new business, which is an ice…

Will Harvard be the new Hollister?

by Mars Riley After 373 years, Harvard University has started to actively brand its name. One would think the world’s most famous university wouldn’t need to differentiate itself from the other institutions of higher learning; yet they are going through great lengths to do so. The reason: money (isn’t it always?). Although Harvard has the…

Beyonce fragrance finds fierce competition

  • About: Naming

by Jeffery Racheff International pop star Beyonce has found herself in a smelly situation. The “Halo” singer, who plans to introduce a “Fierce” themed fragrance line next year, is currently being sued by Abercrombie & Fitch for copyright infringement. The clothing retailer already owns a cologne by that name, and they’re claiming her new perfume…

Inc Magazine: The Worst Company Names of All Time

  • About: Naming

100M reacts to Inc. Magazine’s list of The Best and Worst Company names of all time. On AirTran: “OK, so they do transportation in the air — I get it. To just say exactly what you do, and say it in the most boring way possible, doesn’t really help anyone involved.”

Jordan adds fuel to the fire

by Mars Riley On Friday, Michael Jordan was accepted into the Basketball Hall of Fame in Springfield, Mass. In many ways it felt like a final farewell to the playing career of the sport’s greatest. After a few comebacks, this was an exclamation point for a basketball player who had no parallel. After six titles,…

Disney and Marvel, sitting in a tree…

by Jeffery Racheff If you’re anywhere between the ages of 5 and 80, there’s a pretty good chance you’ve been affected by a Disney cartoon or a Marvel comic book character. Most of us were raised by Wolverine’s claws and/or spent our youths obsessed with the Little Mermaid’s efforts to grow legs. So when Disney…

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