Should you spend $1.5 million on a domain? Almost certainly not. As A Hundred Monkeys puts it: “While your emotions should guide you in naming dogs, kids, and boats, they need to take a back seat while you mull over dropping seven figures on a domain.”
What if you lose the right to your company name … and the name is your own? When it happened to fashion designer Kate Spade, she changed not only the brand name but her own. (The Fashion Law, via Catchword)
The strange case – as in legal case – of the Hasbro toy hamster named Harris Faulkner and the Fox News anchor named Harris Faulkner: “either a really weird coincidence or some very niche cross-marketing on Hasbro’s part.” (Consumerist)
Earlier this week I spoke via Clarity, an expert-advice service, with a CEO who was considering changing his company’s decade-old name. He told me he didn’t have the budget for professional naming services, so he and his business partner, both tech guys, had attempted to come up with a new name themselves. After 12 (!) months of brainstorming, they finally had a couple of candidates. One name, the CEO told me, was a great description of their product. The other name described what their customers wanted. They’d already bought a bunch of domains – some for more than $1,000 – related to both names.
I kept silent, but I heaved a private sigh. Within five minutes, my caller had mentioned the two troublesome D-words of naming: describe and domain. One of those words can doom a branding project; the other is almost always a distraction.
I’d hoped to hear a different D-word, the one that matters: distinctiveness. But my caller admitted he hadn’t known it was a factor in brand development.
That CEO is far from the only client I’ve worked with who has focused, misguidedly, on descriptive names and “available” domains and neglected (or been unaware of) distinctiveness. It’s such a common oversight that I wanted to take some time to talk about it.
The official Trump typeface – as seen on hotels, airplanes, and campaign logo (but not on the failed steaks, wine, or university) – is Akzidenz Grotesk.
Budweiser has announced that it’s rebranding its beer “America” for the duration of the U.S. election season. It’s not the first America-first stunt the brewery has pulled, notes Mark Wilson in Fast Co Design: previous summer-only editions have featured the Statue of Liberty and the American flag. But this bit of revisionism is especially thorough: “Almost every bit of type on the Budweiser label has been scrubbed away by Easter Egg patriotism, with new text citing the Pledge of Allegiance, the Star Spangled Banner, and America the Beautiful—all rendered in newly developed hand lettering, inspired by Budweiser’s archives.” For what it’s worth, Budweiser’s parent company, InBev, is headquartered in Belgium and Brazil.