The exception that proves the rules of naming
Every week I hear from top executives and branding professionals about how a name should be simple, clear, easy to pronounce and evocative of some key value or characteristic. And then there is the international men’s fashion chain and clothing line called Ermenegildo Zegna.
Of course it is Italian. And I know it is the founder’s name. But unlike Armani and most other famous designers, he chooses not to be simply Zegna (except for the website domain). First time I saw this beautifully painted on a high class store window I stopped and stared. In that sense it worked, since it sure had my attention. But this namiac still had to write it down to make sure he could remember it by time he got back online.
Do you think this type of name takes courage or is it a stupid move? Is it simply an international language error? Or is it a shrewd and clever move to stand out from the crowd?
1 Comment to The exception that proves the rules of naming
I got tired just thinking about trying to pronounce it. :I Zegna is definitely EZ – er. hehe. Lucky it’s hot Italian clothing!
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April 25, 2010