Archive for December, 2007
Kraft’s decision to omit the word “diet” in its South Beach Diet brand name and replace it with South Beach Living will probably turn out to be an excellent marketing move, revealed Strategic Name Development.
The South Beach brand name is well entrenched – it is not only a food line, but a vending machine name and a diet bar.
Other brands also opt to omit the word “diet” in their product names as well. Take Coke Zero, for example. This brand is flourishing partly because it’s gender neutral and doesn’t describe itself as “diet.”
According to the Diet Blog, the word diet often connotes to consumers bad tasting food aimed at an older demographic as well as, incredibly, “failure.”
I’d rather talk about “living” than “dieting” any day of the week. Good move, Kraft.
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An article in Name Development revealed that the company, as a whole, has been in decline for some time now. However, AOL, as a brand name, still holds a lot of leverage.
Instead of leveraging the established AOL brand, the company has been actively developing brands that do not include the AOL name, like TMZ.com or Truveo, and adding a new ad division called “Platform A.”
These new developments seem to fit with AOL’s new strategy of getting away from the Internet portal and instead becoming an online advertising giant.
AOL’s CEO Randy Falco sees AOL as a house of brands, like Proctor & Gamble.
However, the “You’ve Got Mail” announcement has become part of popular culture, and products, such as AIM, which still hold most of the market share, in their respective markets.
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Ruby Tuesday, the international restaurant chain known for its casual dining menu and impressive salad bar, has been implementing a new, “fresh†(a word emphasized over and over) identity over the past several months to coincide with an update of the brand’s interior, wrote Ryan Hembree from Brand New. Gone are black- and white- checkered tablecloths and the hodge-podge of sports memorabilia that adorned the walls and were reminiscent of Applebee’s or TGI Friday’s In their place is a more upscale and elegant look and feel.
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