Opin­ion

Iconic Il­lu­sions & Lost Mind­share

ArabAd - - CONTENTS - BY: NASSEEM JAVED

Now mea­sure your iconic rank­ing, in­stantly ….and test your iconic brand stand­ing in five easy steps

Ev­ery sin­gle big or small mega brand or­gan­i­sa­tion is con­vinced that their name iden­tity is iconic, but only less than 1 per­cent is cor­rect. Be­cause, there are three types of iconic sta­tus: Healthy, In­jured and Life-sup­port

Cor­po­ra­tions must know the hid­den pow­ers of their iconic stand­ings and name brand iden­ti­ties. Each busi­ness name iden­tity has sev­eral unique nomen­cla­ture com­po­nents of­ten in­vis­i­ble to founders and mar­ket­ing ex­ec­u­tives and these char­ac­ter­is­tics and split per­son­al­i­ties de­ter­mine the suc­cess or fail­ure of a name. To mea­sure the ef­fec­tive­ness of a name or to see how much ex­tra lug­gage a name is bur­dened with, fol­low­ing are the guide­lines for a gen­eral check up.

To­day, good cor­po­rate and brand name iden­ti­ties skate at bullet speed on this flat new earth, a place with­out borders or pass­ports, time zones or de­lays. Un­der the new rules the global age name driven econ­omy is hum­ming along with help of the now-ubiq­ui­tous ad­vance e-com­merce plat­forms.

The right name works like a key, which can open the doors of this iconic king­dom. In­deed, for mar­keters, who must learn to play on this one flat earth, the com­pet­i­tive fog is so thick that; with­out the right key the name iden­tity is sim­ply doomed. Mar­ket­ing is now a global chal­lenge; name iden­ti­ties must be able to per­form on the global e-com­merce; any other idea of be­ing just sim­ply lo­cal should be thrown out. We live in a global age driven by new global rules and there is no es­cape from it. SO ARE ALL THE ‘GREAT NAMES’ GONE?

Only a myth, es­tab­lished over a long pe­riod of time, or­gan­i­sa­tions were con­vinced that star qual­ity names were all taken and they had to ac­cept what­ever weird, silly names could be de­liv­ered by their cre­ative teams, who, de­spite de­liv­er­ing award­win­ning lo­gos and com­mer­cials, se­ri­ously failed in nam­ing. A false myth was cre­ated to cover the lack of skills and nam­ing has tra­di­tion­ally been farmed out to free­lancers for Five hun­dred bucks got you 500 names. Where else would names like come from?

It is a false ru­mour that all good names have been taken. But one must un­der­stand what makes a good name to­day.

This is all about the struc­ture of name and its im­pact and not about its type font, lo­gos or slo­gans. Equally im­por­tant is now the acute vis­i­bil­ity in global e-com­merce, a pow­er­ful mi­cro-multi­na­tional for­ma­tion in a maze of coun­tries and cul­tures. A star qual­ity name not only has in­stant ac­ces­si­bil­ity and quick search-abil­ity on com­plex e-com­merce, but must be dis­tinct and mem­o­rable to an overly strained pop­u­lace typ­ing with tired fin­gers. The old-fash­ioned gi­gan­tic lo­gos and splash­ing colours and stripes have noth­ing to do with this. No de­lays, no bar­ri­ers, just ac­cess to the name is where the magic is hid­den.

No mat­ter what a name is used for, ei­ther a cor­po­ra­tion or con­glom­er­ate, con­sumer brand, trust, union, bank, gov­ern­ment agency or a web por­tal, it is still a name to a cus­tomer, and it must achieve its goal. All names are seek­ing at­ten­tion from in­vestors, share­hold­ers or cus­tomers, while try­ing to prove their point of view. Good names have di­rect im­pact on cor­po­rate per­sona and pos­i­tively in­flu­ence cus­tomers, share­hold­ers, media and public opin­ion at large.

SO, HOW DOES A NAME MEA­SURES UP?

As the rat­ing be­low will re­veal, many cor­po­rate names on the list may be in se­ri­ous need of re-eval­u­a­tion for their rel­a­tive po­si­tion­ing on the na­tional scene and also the emerg­ing global mar­kets. A QUICK EVAL­U­A­TION...TEST online There are three types of names, Healthy, In­jured or on Life Sup­port.

HEALTHY NAMES:

When a name is fit to play the game, it can join the race and sprint to win. Award your­self with a star for each of the fol­low­ing five healthy name cri­te­ria if it ap­plies to the name.

1- Easy to Use

Is the name very easy to un­der­stand? Spell, type, talk about or re­fer to? This name is lin­guis­ti­cally ac­cept­able as a trans­par­ent word-mark in the global mar­ket­place. (Ex­am­ples: Sony, Mi­crosoft.)

many cor­po­rate names may be in se­ri­ous need of re-eval­u­a­tion for their rel­a­tive po­si­tion­ing on the na­tional scene and also the emerg­ing global mar­kets.

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