Comments on: What a Shortened Name Says About a Brand http://www.brandlandusa.com/2009/08/06/what-a-shortened-name-says-about-a-brand/ America's authority on legacy brands. News and comment on classic brands and advertising. Tue, 07 Feb 2012 15:31:47 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Idoia http://www.brandlandusa.com/2009/08/06/what-a-shortened-name-says-about-a-brand/#comment-2202 Idoia Thu, 20 Aug 2009 16:55:49 +0000 http://www.brandlandusa.com/2009/08/06/what-a-shortened-name-says-about-a-brand/#comment-2202 I also think of banks -- B of A for Bank of America, and the unfortunately nicknamed WaMu for Washington Mutual (which, in my opinion, sounds too goofy for a bank nickname and I'm shocked it's caught on at all). I also think of banks — B of A for Bank of America, and the unfortunately nicknamed WaMu for Washington Mutual (which, in my opinion, sounds too goofy for a bank nickname and I’m shocked it’s caught on at all).

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]]> By: Mark Gallagher http://www.brandlandusa.com/2009/08/06/what-a-shortened-name-says-about-a-brand/#comment-2129 Mark Gallagher Fri, 07 Aug 2009 20:16:10 +0000 http://www.brandlandusa.com/2009/08/06/what-a-shortened-name-says-about-a-brand/#comment-2129 You make some great points here. I didn't know "Kentucky" was trademarked, nor that "Coke" is now a genericized trademark. Great stuff. I agree that many brands shorten their names in an attempt to be more familiar. However, names function both specifically (they equate to a specific brand) and categorically (they imply quality, culture, or other categorical value). When the name is shortened, the brand runs the risk of juxtaposing their original meaning. In other words, a sophisticated brand can come off sounding… well unsophisticated. I don't believe that Radio Shack's issue is its name or even its brand. Its underlying business strategy is fallow. The new name, "The Shack" won't overcome these issues, but it is reflective of the lack of quality the chain has become know for. Mark Gallagher Brand Expressionist® BLACKCOFFEE You make some great points here. I didn’t know “Kentucky” was trademarked, nor that “Coke” is now a genericized trademark. Great stuff.

I agree that many brands shorten their names in an attempt to be more familiar. However, names function both specifically (they equate to a specific brand) and categorically (they imply quality, culture, or other categorical value). When the name is shortened, the brand runs the risk of juxtaposing their original meaning. In other words, a sophisticated brand can come off sounding… well unsophisticated.

I don’t believe that Radio Shack’s issue is its name or even its brand. Its underlying business strategy is fallow. The new name, “The Shack” won’t overcome these issues, but it is reflective of the lack of quality the chain has become know for.

Mark Gallagher
Brand Expressionist®
BLACKCOFFEE

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