Name Awards

The Geekipedia and Apple smackdown $$$ tab

Receiving my fat copy of Wired magazine nowadays is quite a joy since so many others have fallen by the wayside or become leaflet size. And their Geekipedia supplement this month shows how they really pay for that size through these great advertising vehicles, even when they give it such a wierd name. Of course, they are owned by Conde Nast publications who know a thing or two about attracting classy advertisers.

But who are they trying to curry favor with when they rank Apple Corp (the Beetles record publishing company) as being smacked down by Apple Inc (who Think Different)? And conveniently forget that Apple Computers Inc (as it used to be) lost their trademark fight in UK High Court, and ended up paying $43 million for continued use of their name rights once they added music to their computers. On top of which, they lost the insurance claim too.. another $6 or $7 million (or more) in legal bills.

Apple is one of the megabrands of the world now, but the name rights alone cost it $50 million or so. Very interesting, especially when so many execs are reluctant to pay even $5,000 for their company name. Of course, a brand is a lot, lot more than a name. But as Al Ries and Jack Trout said a long time ago: “Your name is your primary weapon in the battle for the mind.“

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