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Hey folks -
Just wanted to let you all know that we are indeed alive. We closed for the holiday weekend and are prepping for most of the company to travel offsite for the end of a contract we're working on. As for the naming news of the day - how's this: Philips Semiconductors rebrands and develops UsingRFID.com (subscription) - UK Philips Semiconductors is to be re-branded for its future development as 'NXP', marking a milestone in the company's 53-year history as it becomes independent ... (clip truncated by Google.) Let's go through this again folks: Three Letter Acronyms are Evil Incarnate. There are over 2 million hits on Google for NXP - and yes - a good number of the top ones pertain to the company, almost all of them are about the name change and not the company itself. Once the noise dies down chances are excellent that they'll end up lost in the noise again.The campaign appears to be well funded - if a little off base. This is actually the first campaign I've seen that overtly calls the effort to rebrand a "brand campaign" to the buying public. From what I've experienced customers don't want to see the branding process - they just want to know what you're about. Showing a "brand campaign" is like saying "let me show you all the good stuff about you that we want to cram into a five minute video. It'll make you feel great about buying our products!" Why not just have the conversation without labeling it (and thereby counting on people to be interested enough in your brand campaign to click through and watch acrobats try to sell semiconductors?)I lasted almost 25 seconds before I clicked back. I get it. They're renaming themselves and have chosen three random letters that are somehow linked to bouncing rock-climbers and crop circles. I'll watch NXP with interest. In a crowded field of competitors I don't think a new and unremarkable brand has much of a chance. Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925 |
