If you ever doubted the power of brand names….
Business Week (Aug 3) has a powerful article on The Rush to Grab Orphan Brands. Wow.. who knew so many powerful brands were homeless? But it just goes to show you how the magic is in the total brand, as personified by the brand handle – the name itself.
Smucker’s used to make fun of themselves along the lines of “with a name like that, it had better be good”. Now they are the new owners of Folgers. I still don’t know where the name Folgers originated, but on the few occasions I drink instant coffee, it has to be Folgers for me – even if they are now owned by a jam (jelly) company. And I am glad they are no longer an orphan.
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Scientific, etc. Company, Product or Service names. Name availability checks and taglines/slogans too. |
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