Recently in Taglines

Oh the stuff that Thingnamers get to do...

I had the opportunity yesterday to help judge the Brass Ring Awards for the International Association of Amusement Parks and Attractions with numerous other leaders in the Association Marketing space. My judging team selected the Best Integrated Marketing Campaign, Best Seasonal or Special Event Marketing, Best Print Advertisement, and Best Outdoor Advertisement.

While I'm not at liberty to say who won in the various categories, I was surprised to discover many trends in verbal and visual branding that become apparent only when you're confronted with 120 campaigns all selling what is essentially the same thing - a day of entertainment for the family.

1. The smallest organizations fall into two categories - either they mention every single attraction the park offers (in the hopes, we assumed, that at least one would be interesting to the audience) - or they were completely off the wall and creative. The smaller parks typically have no guidance from a corporate office somewhere so if the marketing department knows what they're doing they get the chance to be amazingly strange (and effective.) They also don't get the coaching that the mid- to large-sized parks get and aren't prevented from putting out adverts that look an awful lot like catalogs, penny-savers, or junk-mail. Lesson learned: If you're a small park you shouldn't see marketing campaigns as places to save money or try shotgun marketing - see them as places to take a stand. The ones that just said "this is who we are and why we're cool" really impressed us.
2. Animal parks, zoos, animal events, and animal experience sites were far and away the most creative. I'd assumed I'd be leafing through pages of "come see the baby panda" and "Hey kids - come for your birthday - our elephants won't forget to give you a present" sort of stuff. I was wrong. In an age where kids and adults are more likely to watch a video or simulation of animals the zoos have really risen to the challenge and come up with some great ways to show not only what they have to offer, but why it is important that we (as people, families, society) really need to experience it. While quite obviously the visuals were stunning, the words they used were also spot on. When the awards are announced I'll spend more time on this.
3. We'd been drooling over the prospect of judging the batch of major theme parks - the biggest in the world. Sadly, this group really let us down. What we discovered was a batch of very clean advertising with a singular message (textbook, really) that had absolutely nothing unique about it. They were often beautiful to watch, but gave the viewer nothing to connect with. They really contrasted with the low-production-value small parks with interesting messages. Many were the sort of thing you'd expect to see on an intercontinental flight between movies. They felt canned. Sponsored. Fake. Empty. In a few instances we had trouble finding a runner up (or even a winner) because every single park took the exact same approach to an event. Corporate thinking... isn't.
4. Most entertaining (though not always award winning)? The rare literal break-out piece. A billboard being broken into pieces. A sign flipped sideways to give better perspective on an attraction. Using the edges of an advertising space to help convey the size of something at the park. The most effective pieces were so great that I wanted to hang them on my wall... They really show how closely linked art and marketing can be. The best ads tended to be visually striking - and made all the judges in the room immediately say "I want to do *that*."

And a side note to potential entrants of contests... if you're going to submit multiple entries you may want to consider submitting low multiples. It's really hard to see how unique a particular park is when they submit (say) five similar campaigns in every single category. Sure, odds seem to point to a better chance of winning... but it also means that every single one of your campaigns seems less special.

Awards judging is similar to the original point of marketing. You want to stand out. You can't do that if you create a crowd as soon as your entries hit the table. Pick your best... leave the rest.(tm)?

Hey... that slogan works for the ad campaigns too.

Many thanks to my fellow judges for a fun day and to Eamon Connor for selecting a Thingnamer such as myself for such a cool project.

At an event put on by ASAE last night I heard David Colton, page one editor for USA Today, say the words in the title of this post. Unlike most of the online references to this topic he wasn't talking about how to preserve your singing voice or avoid painful laryngal issues.

He used the phrase to jokingly refer to the way most newspapers write articles. It's the advice he gives to others at USA Today if they want their article to be printed as written. Most newspaper articles start with a convoluted introduction that sets the tone, provides context, or tells the back story to the article before the real reason for the story happens - leading to the reader wanting to scream, "GET TO THE STORY ALREADY!" As you probably know, USA Today just says what happened and leaves the verbal gymnastics to the other papers.

I've heard a somewhat similar phrase used in the news industry - "Don't bury the lead." But it has key differences. Burying the lead implies that you miss the point of the story. Clearing your throat doesn't mean the point of the story is missed - it just means that it is delayed.

I really like the new phrase, though. It's got a lot in common with something we say at Stokefire all the time - that being "Get the [bleep] out of the way of the message." We often spend so much time in marketing trying to set up the perfect delivery of our message that our audience loses interest before we get the chance to tell 'em why we're worth knowing.

I think we may end up stealing "Don't Clear Your Throat." I like it that much.

And in case you're wondering how Stokefire lives up to our own phrase - here's how I introduce my team:

"Hi - we're Stokefire. We name stuff." And if I'm feeling ornery I might add "...and we do it pretty damn well."

Might be worth taking a look at your own messaging to see if you're expectorating a bit much. (No one likes to hear you gargle.)

And last - David's discussion was pretty cool. He talked about how the focus of the paper help bring the nation together. To provide common ground - stuff that everyone could talk about over the water cooler. I could really see how this philosophy has to be paired with the no-nonsense delivery of facts without preamble. No one starts a water cooler conversation with "Did you hear? Twenty years ago these two guys started a tech company in their basement..."

Zzzzzzzz...

The DSCC had a contest... and it feels like we, the people, lost.

So rather than continually complain (as I've done for the last couple days) I figured I'd fix the problem.

We're not waiting for a vote. We're goin' out there and developing a solution. To the left you'll see Stokefire's attempt at a bumper-sticker we'd actually like to see. So... we made it and are ordering them ourselves, damnit. You can order stuff by going here.

Feel free to order 'em and plaster your stuff (or maybe the neighbor's Hummer?) with 'em. We were full enough of ourselves to think that y'all might want bags, shirts, mugs, and stuff, too, so we're making those available.

Want to order mass quantities of something? Send us an email and we'll work with you to cut a deal. Licensing is available...

Tell the family, friends, and politicos... the Left may just have a workable slogan.

And if this actually earns money we will donate a significant portion of the profits to a platform-related charity or non-profit. If it comes to pass we'll let you know the percentages, amounts, and recipients.

[Update: We're still fiddling with the wording... moving stuff around... playing with the degree of the left turn... look for tweaks over the next couple weeks. But buying now gets you an Original!]

[Update 2: We've added a different option for the text based on feedback. Now we're a little less cryptic.]

I admit it, I'm a member of the Colbert Nation. Can't say I see every show, but I'd bet I see most of 'em.

Interestingly, he covers a huge number of concepts that pertain to thingnaming. He and his staff coin words on a weekly basis, playing around with words and slogans that at the very least make us chuckle, and often get stuck in our heads for days.

While I'd intended to write a column on some of the new concepts he's developed I am instead sidetracked by something he mentioned in mid-April. Something I have thought of almost every day since then. I'll use the excuse that it pertains to names and taglines, but really, I think I just need to share it.

The naming part: There's a part of the evaluation process Stokefire uses that we call "Whoa!" We measure a name or tagline's ability to make us stop our existing thought process and focus on the word itself. It's one of the more than forty qualities we measure. Why do we measure it? Because "Whoa!" has immense power.

• By interrupting the prospect's thought process you're getting uninterrupted attention rather than just a shared portion of the input.
• Something that surprises the prospect will be more likely to be remembered

Sadly, many companies think that using surprise is enough to make a name great. Surprise without an element of tie-in to the core of the brand is a wasted effort. Who cares if everyone remembers a funeral parlor called "A Bazillion Monkeys" (certainly a name that would make us stop and think) if the name didn't in some way tie into what the company was about. If A Bazillion Monkeys just offered the same services that everyone else did then the name becomes a turn-off. (Though if a funeral parlor could make a living off of having tons of furry beasts around to play with during the viewing then perhaps this is the name to go with...)

Names with a high "Whoa!" factor should go with business that have a similarly high "Whoa!" factor themselves. If you've got a commodity product and are using a standard business model and are often heard using terms like TQM, Six Sigma, "The Customer is Always Right," and such, then a surprising name ain't going to do much for you.

What's the use in getting someone to remember your name if you're just going to bore them to death after they interact with your brand?

Which brings us to the title of this post: Location, Location, BEES! This was voiced by "The Big Red Button" on Colbert's show - and had us in fits. This is the perfect type of surprise... everyone knows what that third word is supposed to be. When it isn't "location" we're shocked into trying to figure out what the heck it means. (And in this case it means "Do not buy a house filled with bees.") The switch fit perfectly with the show's brand - that of pompous advice-giving and opinion-shouting. Both typically given with lots of passion and little logic. If "Location, Location, BEES!" isn't true to that brand then... well... thankfully it is true.

Stokefire is now a place where if someone begins to talk on a track that is overly predictable - like when I start intoning on the importance of being true to the brand - someone will shout "BEES!"

Why?

Because unless there's a reason for me to be reinforcing something that everyone knows or I've got a new thing to say... there isn't much reason for me to say the same thing all over again. Everyone who works for me knows what I'm saying. BEES! is now their new way of saying "We get it - now unless you're going somewhere new just let us do our damn jobs."

BEES!

I had the pleasure of speaking with Lillie Guyer - a writer for Ward's Dealer Business (The management magazine for auto dealer professionals) and WardsAuto.com She had dozens of great questions regarding what made an automobile tagline effective. Kudos to her for making the process challenging and fun.

On August 1st the resulting articles were published - they can be found here:

Dealers Want Good Taglines

Marketing Expert Describes What Elements Make Up a Powerful Tagline

If you've found our site through the Ward's Article - Welcome! Feel free to join in the conversation here or subscribe via the links in the upper left-hand corner. If you'd like to see more of our thoughts and you may want to peruse the "Greatest Hits" links on the right. Or just send us a note and tell us what you think...

I found the article topics fascinating - as I believe that the effect of names and taglines on the people who actually sell and/or service product is often ignored. Being the "Low Price Leader" can have a devastating effect on employee morale - and having a tagline that is out of synch with the abilities or attitude of the staff can result in lost customers and alienated employees. The same holds true for the company name. When branding, the staff must come into play both for the effect the brand will have on them and the staff's ability to live up to the standard the brand establishes. Add in the fact that the brand also is supposed to help sell the product and create a connection with the buyer and you end up with a whole lot of pressure placed upon a precious few words.

But back to the articles... Anyone want to challenge my list of the great (and not so great) automotive taglines (at the bottom of linked article)?

No... not with Stokefire. (We're done hiring until we find a bigger space.)

Try Landor - the Grand-daddy of the industry. I received this in my in-box this morning with no mention of copyright or non-distribution policies. So I'll help a competitor out... (They're not competing in my space at the moment so I'll play nice.)

If I were in New York and didn't have my own firm I'd consider talking with them about it... But I'm not and I do, so there shall be no talks.

Landor isn't currently known for their creativity in naming, so perhaps the new person can bring a little spark to the organization. (If I'm gonna help 'em I gotta get a little dig in, don't I?)

If you're applying I'd love to hear about it.

Applied Linguistics & Naming Architecture: Director, Naming & Writing, Landor Associates/Young & Rubicam Brands, NYC, USA

Organization: Landor Associates/Young & Rubicam Brands Department: Naming & Writing Web Address: http://www.landor.com

Specialty Areas: Applied Linguistics; Verbal Identity

Description:

In the 'agency world' and among marketing professionals on the client side, Landor Associates is known as the world's most accomplished and internationally recognized branding and design consultancy. For 65 years we've delivered a multidisciplinary range of brand strategy, design, naming, interactive, and research services, helping clients around the world create, renew, and strengthen their brand power. Besides being a solid career credential for the best designers, marketers and all sorts of advertising, strategic and creative professionals, Landor is also well known as a fun, collaborative, and intellectually stimulating place to work.

The Director, Naming & Writing, based in Landor's New York City office, will be a strategic thinker and doer with expertise in developing branding and naming architectures, nomenclature systems, and naming guidelines for complex corporate and product/service projects. You will also be an expert in name and tagline development and brand voice strategy and guidelines.

Here are just some of the other things we expect from you: - help clients make decisions about strategic and creative work - sell naming solutions and bring ideas to life - provide clear direction to team members for creative efforts, helping them to optimize creative output - identify and take the lead on developing new products, methodologies and processes - be the problem solving "hired gun" on relevant client engagements and function as client leader on all types of Naming and Verbal Identity engagements - have strong and lively facilitation and moderation skills - manage, mentor and develop multiple direct reports - take the lead on creation of proposals and pitches - formulate, assess and manage overall department budget - handle day to day management and operational issues related to the Naming & Writing practice in Landor's NY office.

Qualifications: - The ideal candidate will have a Bachelors Degree in English, Linguistics, Liberal Arts, or related studies with a minimum of 8 - 10 years of Naming/Writing/Verbal Identity experience (on the agency or client side). - Must have leadership experience and worked in an organization as a Naming/Verbal Identity Consultant. - Significant experience with naming and nomenclature strategy is an absolute must. - A "wide angle" view of branding and ability to represent Landor's range of offerings to clients is necessary.

Landor Associates, part of the WPP Group of companies, provides a competitive compensation and benefits package.

To apply, please visit our company website listed below. Please create a new member profile and upload a copy of your resume (Word or PDF format is preferred). If you choose, you may submit samples of your work by clicking on the 'Add Documents' link after creating your profile.



Application Deadline: 30-Jun-2007 (Open until filled)

Web Address for Applications: http://www.landor.com/careers

Contact Information: Manager, Human Resources: Ira Beckman Email: ira_beckman@nyc.landor.com

Today will have to wait a bit. My post was going to be about pronunciation and the Analogy Model - a theory established by Glushko in 1979.

It was not to be. I hit save and it vanished into the ether.

Instead you can feast your eyes on a loosely related bit o' fun and gear up your mind for the eventual information-explosion to come tomorrow.

I don't know about the rest of you name and tagline experts, but I received about twenty emails from clients, friends, and yes, even my wife about this article in the Washington Post yesterday. It's a fun read.

Here's what my wife sent me this morning:

On the radio this morning [she listens to the local NPR affiliate], the 7:30 factie was a list of taglines suggested by a DC blogger as the new DC motto. (The current slogan is "Washington, D.C.: The American Experience") My favorites:

Washington, D.C.: Less of a target than New York

Washington, D.C.: Guns now welcome

Washington, D.C.: More bloggers than rats

Washington, D.C.: Come for the frisking, stay for the wanding

Washington, D.C.: Experience the Confluence of Willful Ignorance and Power

Nice find, Sarah!

...and if any of you are wondering - we're not one of the PR firms hired to do the tagline work. We're not even a PR firm. Actually, we're kind of wondering why a PR firm would be involved in something like this.

I'm 95% certain that no matter what the tagline ends up being it'll be so watered down by focus groups that it'll have lost all significance.

I'm thinkin': Washington DC - Putting the "us" in USA.

How's that for bland? I could probably go even more bland and flat given more time... Save some money on the focus group investment...

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

In what I consider to be a very smart move, Nissan is looking at changing their current tagline. For some reason the tagline "SHIFT_" is not gaining traction. Of course, me being me... I'm going to spend some time telling you why it isn't working.

• The use of a special character in a slogan is just plain weird. I'm pretty sure it was meant to be seen as a blank for the reader to fill in, but that isn't readily apparent when read. It almost seems like something you'd see in a click-language.
• The idea that we could latch on to a concept that has no real identity (shifting) is pretty absurd. They've used the word to connote change, but the concept of change is one that can't define a brand. If your brand is in constant flux then you can't hang on to anyone that wants to buy your product. Think about it. Right after you're lured into buying a Nissan they go and change things up again and you're stuck being connected with a brand that no longer appeals to you. We don't want change - we want the stuff we want.
• Rule number 43 of taglines. If you have to resort to a special character or something you can't pronounce in your tagline you're not done building yours yet.
• Rule number 72(a) - If your tagline can be turned against you by the addition or subtraction of a single obvious letter you probably need to do some more work. The number of references to "SHIXT_" and Nissan exceeds 1500 on Google.
• There's such a thing as a tagline with too many meanings. There was nothing solid to latch on to here. Nissan didn't decide which meaning they wanted, instead choosing for it to mean the act of shifting, mental shift, shift in expectations, stick shift, and more.

What really gets me steamed, though - is that this could be a great tagline... for an internal effort. Nissan was (and is) hurting - and they did need to shift... but they didn't need to tell their customers. Why share the fact that your bottom line is hurting and something needs to change? Sure, candor is often a good thing, but when it comes to cars people need to feel that the company is strong. Who wants a regular-use car for which there is no longer an accountable manufacturer?

About two months ago I found a great document lauding the success of this tagline and showing how great it was that Nissan was able to use the same message internally and externally. It appears to now be offline. If I can find it in my files I will repost it here. It's a great read - especially in light of the recent talk.

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Frequent readers will know that I've got problems with the way most organizations utilize taglines. The typical company uses their tagline as a way to fit in rather than a way to stand out. Consider the following examples:

1. Making your dreams a reality (or) Turning your dreams into reality. With over a million hits for the combinations on Google it's clear that the slogans aren't doing a thing for the firms that use them. And also note that there's nothing at all here to tell us what industry the firm is in.
2. Customers are Number One! Yep. And if they weren't you wouldn't be in business.
3. Creativity. Strategy. Execution. Really this is a reference to the trend to have three single words as the tagline. No one ever pays attention to it. And it sounds reeeeeally pompous.

I was asked what I thought led to strong taglines last week and after a few minutes of thought I came up with this:

The best taglines have a few things in common:

• They represent the brand spirit
• They specifically apply to the company using the slogan - to the exclusion of any other company in the industry
• There's something unexpected or unique - perhaps rhyme, interesting word choice, or an attitude that hasn't been seen in the industry. It has to have at least a little risk.
• They address a specific audience and are meant to drive this audience to do something (like buy the product, think about particular qualities, talk about it, bug their parents, or something else.)

I was also asked whether there was a test that could be applied to determine if a tagline was great. I think that longevity comes close, though longevity isn't a requirement. Certainly there have been some powerful taglines that were created for singular events.

In some industries (such as with automobiles) you'll find manufacturers changing the tagline every year or two. Sometimes this can be good, but usually it is a sign of a major problem. Just look at what Buick has done over a four year period:

2001 - It's All Good 2002 - The Spirit of American Style 2004 - Dream Up 2005 - Beyond Precision

I challenge any of you to find the common brand theme or thread here. I see optimism, patriotism, creativity/aspiration, and accuracy. How do these ideas come together in a cohesive brand package?

Answer: They Don't.

I have a feeling that we'll be seeing yet another tagline from Buick soon - as they realize people don't buy Buicks for their tight handling or precise fit.

Contrast this tagline churn with what Saturn has done:

1990 - A Different Kind of Car Company 2002 - It's Different in a Saturn 2004 - People First 2006 - Like Always. Like Never Before.

Common threads? How about 'being different by valuing the relationship with the buyer/owner'? Every tagline references that in some way. This isn't tagline churn because the previous one was ineffective, it is churn that brings out deeper aspects of the core brand.

If you're going to invest in a new tagline every few years shouldn't you at least make sure that each one builds on the last?

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Introducing Meth Coffee. This rather controversial named product is marketed as a high caffeine beverage that provides an intense buzz and cocoa-tobacco finish. The "Meth" branding could generate a storm of publicity for this product in the same way that the use of the word "Cocaine" did for a recently launched energy drink.

You'd think that enough had been said about the renaming of the University of Iowa Community Credit Union to Optiva (effective March 1, 2007.) Even our little corner of the world racked up dozens of comments about it.

A new controversy (or perhaps the old one) has erupted and a revote is on the way.

If it isn't clear yet, there's a lesson here. That lesson is: Renaming is Hard.

As for my opinion on this whole thing... I'm a bit confused. I don't understand why the folks at the credit union didn't more vocally support (or at least listen to) the people upset by the name change. Sure, I'm not particularly pleased by the name "Optiva," but if I were a member I'd at least want to have my opinions made available to other members and discussed via the membership pipeline.

The justification for the name change is that people were confused by the old name. Folks thought that it was only for alumni and students when it is in fact open to everyone. Fair enough. But I question whether the name is the right thing to change when facing this sort of confusion. This credit union has a huge and vocal group of people that want to be associated with the university - and this group of people grows every day. It wouldn't be difficult to adjust something like the tagline or even create an ad campaign to solve the problem. In fact it would be cheaper, easier, and more practical.

You'll note that the company made no mention of financial problems or legal issues - just confusion.

I'm getting confused myself now. Why would an organization that benefits from a huge number of rabid fans and alumni ditch that association for something innocuous and Latinate?

Weber Marketing Group did their job in creating the identity, but I'm not certain that if confusion is the primary mover a new identity was the right response. No matter how great Weber's work was it wasn't going to solve the confusion and still maintain the same strong tie to the University.

So the real question (at least to me) is what the real reason for the name change was. No one throws away millions in free advertising and positive associations just to solve confusion. If that is honestly the cause then I'd suggest that the leadership of the CU needs a lesson in economics.

I'm pretty sure they've got Econ 101 covered, so that means the answer is elsewhere.

What would make a CU change its name without putting up a public fight? Let me know your thoughts. I have my own ideas, but I'd like to hear yours first. If you could name your own business after your alma mater and benefit from that association every time the name was mentioned in the press - wouldn't you? What would make you change?

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Pork Racing Starts its 8th Season with Frank Kimmel

Last fall the Pork Racing team celebrated Frank Kimmel’s eighth ARCA championship. It was also Kimmel’s seventh consecutive championship. During this unprecedented run, one sponsor has been a constant with the #46 team – America ’s Pork Producers.

As the team heads to Daytona, Kimmel will be trying once gain to tame Daytona International Speedway and come home with his first ARCA 200 victory, one of the few trophies not on Kimmel’s mantel. Cheering him on will be 50 of America ’s Pork Producers who will descend on Daytona Beach from across the country.

“Some sponsors tend to dabble, but for America’s Pork Producers, when we find something that really works, like our relationship with Frank Kimmel, the #46 team and ARCA, we stick with it,” says Karen Boillot, Director for Retail Demand Enhancement with the National Pork Board. “For example, we started using the term ‘The Other White Meat’ nearly 20 years ago. All these years later, ‘The Other White Meat’ is not only still at the core of our marketing efforts, but has become one of the best known taglines in the world.”

America ’s Pork Producers, represented by the National Pork Board, use their sponsorship of the #46 team as an important part of their “The Other White Meat. Don’t Be Blah.” marketing campaign that challenges consumers to make meal-time more exciting.

Some call it "corn mushrooms" or "the fungus delicacy that attaches itself to corn." But those that don't have the gift of marketing-speak seem to talk a little more freely. Consider "Corn Smut," for instance.

Or my favorite... (Boy I wish I could make this more suspenseful...)

"Sleepy excrement"

The product? Huitlacoche. (or Cuitlacoche)

Hungry yet? Just wait!

From recipes to go:

...common in central Mexico; during the rainy season, a fungus develops between the husks and the ripe kernels where the kernels will blacken, contort and swell to form this musty fungus; valued for centuries in Mexico; has an earthy and distinct taste finally similar to mushrooms or truffles; lends a black hue and resonant aroma to stuffings for empanadas, tamales and quesadillas; makes distinctive sauces; usually sold cut from the cob and frozen; needs cooking to release flavor and aroma; often sautéed with roasted garlic and onions, and either fresh marjoram, oregano or epazote, then simmered with a little water or stock; harvested during the rainy season, usually late spring to early fall.

This lovely delicacy has been the target of USDA eradication efforts (they view it as a blight) - which may be one of the reasons why it is so darn hard to find in the States.

In the late 1980s the James Beard House attempted to popularize the food by calling it "Mexican truffle," and some unknown marketer calls it"corn caviar."

This post was inspired by an old blog post at TheSneeze.com wherein the author eats an entire can of the stuff. You gotta go read it - mainly to see pictures of what they put in the can. (Imagine corn on steroids. Now imagine corn on steroids getting covered in mold. Oh. And filled with puss, too.)

Why am I writing about this on a naming blog? Because I think this is an excellent example of a product that ain't gonna benefit from a name change - no matter how great that name change is. Call it Ambrosia, call it Cocaine, or call it McDonalds... the name won't help it. It still looks like doo-doo (those Aztecs were smart.)

Remember the "You're soaking in it" tagline? Or secretly replacing the house coffee? That's just about the only approach that I could see working here. Hide the food inside stuff that people can't see and then surprise the audience with the fact that they just ate some really good tasting... mold.

On second thought, perhaps that won't work. I smell lawsuits.

Fellow namers - what do you think? Could you name (and brand) this well enough to make it a popular delicacy in the US? (No fair paying Oprah and Michael Jordan to endorse it. The Corn Smut lobby couldn't afford it.)

This one is beyond my pay grade.

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Toyota Tundra to be Unveiled Super Bowl Weekend:

Toyota wants to sell as many as 40,000 Tundras to Hispanic consumers — about 20 percent of the 200,000 it expects to sell this year.

"Our Hispanic campaign is critical to the success of this truck," McCullough said. "If we don't get the Hispanic market to respond, we won't achieve our goals.

The company previewed two Spanish-language television ads with the tagline "La nueva Tundra. Tan fuerte como el hombre que la manejar," which translates to "The new Tundra. As strong as the man who drives it."

Not the best tagline in any language. I suggest: As strong as the man (believes he is) who drives it. Ok, still not the answer but I am working on it.

Back in the news (see our previous blog entry). As per the Minister's Office of Canada, effective immediately, the words “Canada's New Government” are to be used instead of “the Government of Canada” in all departmental correspondence. **Please note that the initial letters of all three words are capitalized.

No, it wasn't me. It was Ed Saenz of Gravity Branding - creator of the WiFi name.

The link to the video is here (because I don't know how to post it to my own site. If someone helps me out I'll fix it.)

While the entire interview is worth listening to (for over 48 minutes!), I found Ed Saenz to be particularly insightful when discussing a hypothetical naming process for Seagate.

Here's a rough outline of how he attacks the problem:

He asks or determines...

• What is the unmet need or market opportunity
• What are the features
• Who is the user
• What are their problems (one on ones - no focus groups)
• What features of the product do they like
• Why should they want to buy the product
• Why should they care?
• What is the brand essence? (He calls it the brand fulcrum)
• What is the brand personality?

It's branding 101 - but in application rather than theory. Stokefire's own process has many of the same steps - and adds in a whole segment built around the evaluation of the names strengths and weaknesses - but I'm assuming that Gravity has steps that Ed didn't disclose. Never a good idea to give away the entire recipe for the secret sauce.

He also said something that I think a lot of engineers should take to heart. Paraphrased: Don't build a better mousetrap just because you can. Make sure that people want the improvement and that there are enough mice to trap before you start designing.

While the interview gets off track a few times (Scoble seems like a kid in a candy store with his amazement and comments pulling away from the main thread of the conversation) it is generally informative. I'd love to have a ten minute version that edited out some of the meandering bits that led nowhere. (If someone builds one I'll happily link to it.)

It is rare that someone is this open with their thoughts and methods on naming and branding. Especially when what they have to say is actually interesting instead of a badly disguised sales pitch. (In this case it is quite well disguised.)

Worth a listen - keep it in the background while reading email.

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Instinctually I would call them "kind, smart, nice, attractive, brave, generous..." and any other praising word I could think of.

That doesn't work in politics, though. In politics people who give lots of money want to be recognized as a member of a money-giving group. This sort of throws a wrench in the whole throw a bunch of sincere compliments at 'em strategy of mine, since lord knows I can't recite any string of praiseworthy qualities other than the Boy Scout Law - and that I often get mixed up, too.

George Bush's fundraising team used the term Ranger to signify those that bring in at least $200K, and Pioneer was chosen as the name for $100K supporters.

A few weeks back Giuliani's campaign strategy book was leaked to the press, and in it the titles for contributors were listed. These were:

• $1 million - Team Captains
• $200K - MVPs
• $100K - All Stars
• $50K - Sluggers
• $2K - Benchwarmer

Okay... so the last one isn't real. Oddly, campaigns don't have names for people who just give their personal maximum.

With Giuliani's widely known affinity for the Yankees this classification system seems appropriate - even if it doesnt really link in with national pride the way the Bush program did. People in the Giuliani system will know they are appreciated by the man himself, since the classifications are in his native tongue.

Terry McAuliffe was on The Daily Show last night and was asked by Jon Stewart what Hillary Clinton was going to call her major donors. His ad-lib response was "Hil-raisers" - a term that Stewart derided wholeheartedly. Gotta agree there - "Hil-raisers" is horrible.

McAuliffe's second response - "Mavericks" seems at least a little better. One could imagine Hillary actually using the word and referring to her supporters as being mavericks. And then there's the tie in with sports again... Rangers (as in Texas) and Mavericks (as in Dallas.) I'm sure it is accidental, but it's a nice way of moving in on Republican territory.

I think the problem with Mavericks is that the other categories will be difficult to make appealing. What would you use? Stallions? Mares? Additionally, the term Maverick is derived from Samuel A. Maverick - a man that let his livestock run wild and unbranded. Sort of strange to brand one's followers as a group of unbranded people... Shades of the Generation-X folks that all wore flannel shirts to show how different they were. (I still have one in my closet. A shirt, not a Gen-Xer.)

My advice: Ditch mavericks. Go for something that emphasizes Hillary's strong points. Is she really seen as a Maverick? I'm not sure that's the right angle. Why not latch onto the centrist identity and go after the patriotism concept? Hillary is not an outsider. She's lived a life of public service - so she should latch onto it. Who doesn't want to be labeled as a "Patriot?" There are are so many rich historical figures, battles, and other events that she can squeeze for source material...

I'm still not sure I've hit the target, though. Hillary could use a good personal branding session. The outputs from that endeavor would serve as great source material for the fundraising strata.

Anyone have any serious (or perhaps not so serious) suggestions for classifications?

(And if Hillary's staff is reading this... Operators are standing by.)

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

Occasional commenter Steve Manning from Snark Hunting spotted this truly horrendous branding campaign (courtesy of Little Debbie Racing.)

His title for the (unaltered) picture? Little Debbie Does NASCAR.



Who out there doesn't see what's wrong with this campaign? How can this get past corporate? I know there are all sorts of sickos out there - but I can't imagine there are actually enough of them to support a snack brand.

And, for the record, the name Debbie has officially been crossed off my list of candidates for the Linden-to-be. Probably an overreaction - but I didn't like the name Debbie to begin with.

Thanks McKee Foods!

"It's hip to go topless." Singapore's Hippo Bus tour's cheeky tagline referris to the open air, double-decker model bus. Bold move in a country known for it's high moral standards.

Alchemy Goods, which turns old bike tire tubes, advertising banners, and seat belt straps into messenger and tote bags. Reich started the company in a quest to create a hip, stylish, waterproof, and environmentally-friendly bag after his old messenger bag was stolen. Alchemy Goods espouses a “turning useless into useful” tagline, and denotes the recycled content percentage (by weight) within the Ag label on every product, ala th periodic table. Brought to you via inhabitat.

Heard this on the local NPR affiliate this morning (text taken from the Sydney Morning Herald):

A travel poster spotted in India reads: "Have You Seen Nepal?" but the mountains pictured surround Peru's own Machu Picchu, according to Peruvian mountain climber Ernesto Malaga.

The official news agency Andina reported that Malaga was in New Delhi when he saw the poster, meant to promote visits to Nepal's Himalayas, 16,000 kilometres in the opposite direction.

Lesson number 142 in developing location-specific taglines: Always check to be sure that the location is actually where you say it is and has the stuff in it that you say it has.

This message provided to you by Stokefire, Canada's leading Australian Rules Football Team from Venice, France.

Match.com Says It's Okay To Look. Match.com has launches a new website design and multimedia campaign introducing the tagline "It's okay to look." Apparently this catchphrase supports a users ability to use Match's free browsing capabilities without having to register.

According to Jim Safka, CEO of Match.com, "From a marketers' standpoint, it's the packaged goods equivalent of the free sample. You don't have to sign up for a subscription; it's okay to look." Wonder what Dr. Phil thinks about this.

Happy New Year everyone!

As mentioned in 2006 we have rebranded Stoked Brands as Thingnamer due to the change in focus for the blog. We'll be holding off on a new look until Stokefire (the company that owns the site and promotes the blog) has gone through their own rebranding and is ready to launch their own rebranded stuff.

Ever since we selected the name Thingnamer we've gotten quite a few questions about it. Here's a quick response to the various questions we've gotten:

• Did you (Tate Linden or Stokefire) create the Thingnamer name? Nope. We didn't. We spent a whole lot of time a couple years back explaining what it was that we did - and then received a challenge to say what we did in three words. I came up with a few options, including "We Develop Identities" and "We Name Stuff." On a trip to Switzerland I mentioned this to the founder of Santana Tandems, (Bill McCready) and his response - written in the facebook for the trip - was to say that my occupation was "Thingnamer."
• But don't you do more than name things? Yes. The title doesn't exactly cover everything that I do, but it certainly covers a good portion of it. Compare my title to that of "salesperson" or "programmer"... there's a whole lot of stuff that people do in those positions that have very little to do with programming or selling - and yet we let 'em go on with their day anyhow.
• So why did you decide to steal the name from Bill? I'll ask a question back here. Which is more catchy - "We Name Stuff" or "I'm a Thingnamer?"
• So... you name stuff for a living... but you couldn't come up with your own title (and blog)? In a word, "Yes." In a few more words, I believe firmly that in many cases "The eye cannot see itself." We have developed hundreds of names - including Stokefire - but once you live with (or within) an identity or concept for long enough you cease to be able to see it with fresh eyes. Bill had never heard of my line of work and his instinctual simplification was far better than my own labored efforts. (This is one reason why we will bring in non-experts to assist with naming when we're deeply involved in a project.)
• What convinced you that Thingnamer was the right name? There were approximately 50 people on the Switzerland tour and every single one of them was intrigued enough by Thingnamer to approach me and ask me about it. It wasn't that they didn't understand the concept - it was that they thought it was the coolest thing they had ever heard. And there's more, too. I went back and started looking for other ways to say the same thing (but to address the full weight of my job) and I failed. Anything else I tried was awkward or inappropriate. Thingnamer trumps Identitygiver, Brandmaker, Namegiver, and just about any other munge you might think of. It is fun to say, has a fun Superhero aspect to it (as though anyone would actually want to be born with that super-power) and upon hearing it the first response isn't "boy that guy is certainly full of himself" (which was exactly the response each of the other names got.)
• Will Stokefire remain the same, or is that changing too? Stokefire Consulting Group has no plans to change their name at this time.
• What will happen to Stoked Brands? It will fade away. Search engines will probably still drive traffic due to that name, and I'm sure at some point someone else will try to get the domain (we never owned stokedbrands.com.) If someone wants to run with that identity they can do so without upsetting the Thingnamers here. I do love the concept of poking brands with sticks - and will likely bring that aspect inside Stokefire for marketing - but I never really connected with the identity of Stoked Brands. The alternate meaning of Stoked (usually used in the same sentence as "dude") doesn't reflect my own attitude or language - and it didn't really reflect that of Stokefire either.
• Don't you tell people not to use ".com" for their company names? Yes. The ".com" after Thingnamer on this site is a name-geek joke. It is probably funny to a total of four people in the world - and one of them is me - so it stays for now. It seems like every company named from 1999 to 2001 slapped ".com" on the end of their name to show how cool, high-tech, and trendy they were. These same companies almost universally dropped their suffix after the "dotcom bubble" burst. If I was being more obvious I would've named it Thingnamr Beta. More people would probably appreciate the humor...

That's all the questions I've gotten so far. If you have more of 'em just leave a comment with the question. Or you can sling mud at the new name. Or tell me how right I am. Or comment on my shiny scalp. It's a new year... everything is possible.

Tate Linden Principal Thingnamer Stokefire Consulting Group 703-778-9925

It was Joel Cheek who perfected the Maxwell House Coffee blend, and Theodore Roosevelt who originated its famous "Good to the Last Drop!" tagline. It was in 1907, when the President was visiting "The Hermitage", Andrew Jackson's old estate, that he was invited to Mr. Cheek's home nearby. After finishing a cup the brew master asked Mr. Roosevelt's opinion of the blend. "Good," cried the President, "good to the last drop!". Listen to your customers. Taglines can come from anywhere....or anyone.

No, Virginia, there really is not a Betty Crocker. Even though at one point in time she was voted the second-most famous woman in America. Betty was invented in the offices of Washburn Crosby Company in Minneapolis in 1921. The company had been receiving hundreds of questions from consumers about baking with its products. To make it’s replies more interesting more personal, the company invented the character Betty with the surname of a former Washburn executive, William Crocker. Take creative license when you can.

“MIU MIU” forces “MY MUI” to abandon their Business. Swiss Fashion Label has to endure defeat. The Swiss fashion label “MY MUI” beaten by the upmarket label Italian label “MIU MIU”. What sounds like a David and Goliath situation is actually an example of a rather clumsy choice of trademark and its consequences. MIU MIU, the Italian subsidiary of Prada, declared the name “MY MUI” as being capable of producing confusion and successfully prevented its registration.

London Lite Cleans up Messy (Newsprint) Business. The free evening paper runs with the strap-line “Printed with ink that won’t come off on your hands”.

Martha's new logo a better thing. MSLO has been working on a new branidn initiative for months. The circular mark has already popped up on the company's Web products, including the Martha Stewart page on Kodak.com. It is expected to be in place for the rollout of the company's home goods in Macy's this fall.

Wii launch ad draws series of complaints over violence. Sword violence... which is different than the locality advertisements running in London Underground stations showing a group of people with bloody stumps instead of heads dancing in a hall of mirrors at the palace of Versailles. The strapline says visitors to Versailles will be "treated like royalty". Which is more offensive?

Virgin Galactic Appoint First Space Agents in NZ. Together with Virgin Galactic, House of Travel, whose tagline is "How Kiwis See the World" will help make the dream of going into space a reality for New Zealanders.

Make that a triple: whisky maker back for another round Johnny Walker has a new commercial that will air next week. It features the global tagline "Keep walking", which has been in use since 1999 and is based on the proposition that a drinker who is "moving up" to scotch is making progress in life.

Residents of Fjuckby demand new name. Having stoically accepted years of relentless badgering, the people of Fjuckby have finally had enough. Globalization has led to rude English-language associations that the villagers could do without.

Have No Fear, the Underdog is Here. "One Nation...Under Dog" is the tagline for the new Underdog movie set to come out this August.

For holiday glee, play on Wii. Two Japanese men knock on a door, bow, and offer a small white gift. No, it isn't the start of a joke, but a commercial for the new Nintendo Wii.



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AKQA Begins Push for Palm's Treo 680 Touting that it's "Not just a cell phone. A Treo.". He acknowledged the similarity to the positioning of rival Helio, which in ads from Interpublic Group's Deutsch bills itself as more than just a cell phone, but noted that the two devices pursue "different markets. We're going after the multimedia player."

Cape May, Delaware: Beach towns seek recycling advice. The county has printed educational material for real estate agents, property owners, campgrounds, motels and people on holiday with the tagline, "Don't take a vacation from... recycling." It's a effort to help preserve the lovely environment that people choose to spend their time in. New name for Randolph Macon Woman's College. Three months after a controversial decision to go co-ed, the 115 year old Randolph-Macon Woman's College has a new name...Randolph College

Last week I had the pleasure of being interviewed by Katie Arcieri of the Capital Gazette. She talked with me about Anne Arundel's recent efforts to brand itself as the Informatics Capital of the World. A brief excerpt of the discussion can be found here towards the end of the article.

Here's how I was quoted:

Tate Linden, principal consultant of Stokefire Consulting Group, a Springfield, Va.-based brand development firm, said the claim that Anne Arundel was at the center of the informatics corridor was “aggressive,” considering that the county still seemed to be in the education process back in March. According to a county Economic Development Corp. press release dated Jan. 31, “informatics is about to become clear to more than 100 business executives” at a county tech council breakfast in March."

“The constituents said, ‘Maybe this is a word that will encompass everything,’” Mr. Linden said. “The advantage is, you don’t upset anyone by it, but you have to wonder if there’s anything in it.”

I'm not entirely sure that it makes sense, given that I'd been rambling on about related stuff for about 8 minutes before I said this gem. Ms. Arcieri isn't at fault here, though - this one is on me. The quote is accurate, and I can't expect that she give it a five paragraph preamble to contextualize it.

In case anyone is interested, here's a rough overview of the points (with embellishments) made in the conversation. Perhaps one of these will make my quotes make sense.

• I did some quick research while talking with Ms. Arcieri and found that business leaders will still getting educated about what informatics was as recently as mid 2006 - and the process only started in early 2006 (as noted in the county Economic Development Corporation's own press release.) In my opinion when you're the capital of the world in something you shouldn't need to go to a meeting to learn what it is.
• Informatics isn't well known - even in the informatics industry. Ms. Arcieri noted that many in the industry didn't know they were in the industry at all - thinking instead that they are in high-tech or database fields.
• Since informatics (as a term) isn't well known the slogan and claim are forced to do double-duty. Not only are you having to go up against other tech-center cities, you must then help educate everyone as to what informatics is. The strength of any statement is weakened with it is followed by the phrase, "which means..."
• I noted that it wasn't clear who the slogan was supposed to help. Was it focused on the existing businesses to help them feel better about staying there? Perhaps it was aimed at getting new companies to locate in the area. Or maybe it was a public service to get the concept of informatics into the mainstream.
• When I looked up the meaning of informatics on the web I found a slew of definitions and while they were all related (it has to do with information) none were the same.
• When a term isn't well known and is also somewhat ill-defined it seems like an aggressive strategy to use it as part of a publicity campaign. This term (and the way it is presented) isn't engaging enough to get people to go seek it out a definition, so the claim is going to be meaningless for most people.
• Because informatics is such a general term, the claim that you are the capital of the world (or the corridor, or whatever...) becomes nearly empty. Princeton's wordnet defines informatics as the "gathering, manipulating, storing, retrieving, and classifying" of recorded information. That's a whole lot of things to be claiming. It'd be more meaningful (and perhaps believable) to pick one of those subheads. Otherwise you're about as believable as Leonardo was as he shouted "I'm the King of the world!" from the front of the Titanic.
• Another quick search showed that Silicon Valley is better known for informatics than Anne Arundel is. Google showed ten times as many references for the former. Aren't world capitals typically better known in their field than non world capitals? (Or is this like state capitals that are less well known than other cities in the state - like Sacramento vs. San Francisco?) One of the keys to creating taglines that work is that they must be believable. Once people do know what informatics is they may not be able to swallow the claim. Sure, the NSA is in the area, but at least according to Google the Silicon Valley has a stronger connection to the field.

I know it is far easier to throw stones at slogans than it is to create them, and I've been told that this slogan was developed by a branding firm - though I don't know which one.

I can see some more creative and effective ways to apply this concept -

Want press? Use "All your informatics are belong to us." That presentation would get people looking up the word (and would also cause a backlash from people who hate that phrase being repurposed.)

Want press and controversy? Ultimately informatics in this area is used for government intelligence of some sort. Why not use "Anne Arundel: Big Brother's Brain."

The reason I am not fond of the informatics angle is that it takes no risks, gets forgotten, and doesn't get people involved. The way to create successful slogans is to step away from what is expected. Think Las Vegas. Think NYC.

...or at least think creatively...

"The Informatics Capital of the World" will not get press outside of the DC area. And press is what the area needs to actually become the informatics capital of the world.

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925

An Unreasonable Fear of Christmas? It used to be that people wrung their hands about the over-commercialization of Christmas. These days we have almost the opposite problem—Christmas is disappearing entirely. Advertisers still want the huge spike in sales that Christmas provides but they're afraid to acknowledge the holiday itself. It's almost funny to watch them trip over themselves trying to find politically correct substitutions as they avoid saying the dreaded "C" word. But "happy holidays" and "season's greetings" only go so far.

Seems it's a big week for listings information. Zillow announced today the upgrade of the popular site with virtual For Sale signs for both FSBO's and realtors. We had a giggle over the "any home, anywhere" tagline- the presumption being you actually own it.

As part of this years 'Don't drink and drive' campaign, England's Road Safety Team are distributing posters with the strap line, 'Whose bed will you end up in after the Xmas party?' to all pubs and clubs in the county. The poster will feature a picture of a prison cell with bed in it.

Freelander 2 Rebranded as a Range Rover? Land Rover is considering rebranding its recently launched Freelander 2 (AKA LR2) SUV as a Range Rover to improve its perception as a luxury vehicle. Land Rovers are considered to be utilitarian vehicles in all countries, but more so in some than others. In parts of Europe, for example, a buyer may look down upon the Land Rover branded Freelander when comparing it to premium marques such as BMW. The other reason behind the name change would be to allow the Freelander to punch above its weight in terms of prestige despite being priced below many comparable vehicles.

'Orbital Outfitters' to Provide Space Suits for Next Generation. "Have Spacesuit -- Will Travel," from the famous Robert Heinlein novel, is also the tagline of a new company that intends to do just that -- make sure a new generation of commercial civilian Space travelers, adventurers and explorers fly in style and safety in Space suits like none designed before.

Wrestling101.com reports the UK's "The Wrestling Channel" is to be renamed to TWC Fight!

AB Launches Branding Campaign for Interactive Advertising. Th