Name Awards

As predicted, Aulani shows the Hawaiian names are coming.

A reporter once scoffed at me when I said we would see more Hawaiian names abound because of the shortage of English words that can be owned and trademarked. She thought Akamai was a big exception. Of course, they have since grown to be a major internet infrastructure player.

Now Disney is launching its Aulani Resort in Hawaii.  Being in Hawaii, it is much more natural to use such a name… but it is a rare word that has them explaining its meaning and pronunciation. And, of course, with their money and marketing mojo they can brand anything, you might argue. Still, it takes courage to really bring a new word to life. The baby naming books say it is female for a god’s messenger. After the Disney spin is added, it supposedly means “the place that speaks for the great ones”.  And no, it does not rhyme with aura. Like in Wow or Maui, it is a loud Au.

Sign up now for your timeshare at Aulani.com. It will be ready for you and Mickey to don your flowery shirts next year.

A Daily® dose of real estate reality

About 2 years ago I blogged about a real estate firm called 50 Cabins after I went up into the Sierras off highway 50. Recently I made another inquiry about Sierra properties, and darned if the first person I hear from isn’t an old colleague who now runs Daily and Company Real Estate in Mariposa, California.

In this day and age of big real estate brands and chains, it is refreshing to drive into town and see the original little red and white building they share with an old fashioned small town barbers shop. Mr Daily has long ago moved on, but I commend my friend for keeping the name and history intact – especially in such a quaint, historic town that once played such a major role in the California gold rush, but today is better known as The Gateway to Yosemite.

Plus from a linguistics point of view, Daily is such an interesting word when used in a different context to normal. I believe that it fascinates and attracts attention as it stands out from the crowd while being imbued with positive feelings. And yes, it is a properly registered trademark too.

See more about them and their real estate services for the greater Yosemite area at www.mariposaproperty.com.

Blooming Business Week let their brand fans down

A long time ago I went to my first big branding conference where an executive from one of the big branding agencies of the world, in reply to an audience question said: “Never change a brand unless it is broken.”

Yes, there are exceptions and other situations. But the one that really bugs me is when management ignore all the know wisdom of the marketing industry because ego gets in the way – and forever more makes marketing their business, products or services an extra chore for the team involved, as well as their customers too.

I have been a loyal reader of Business Week for many years, even scooping up my son’s copy when my subscription accidentally lapsed. But now it got sold off. So what. Doesn’t mean I want any direct association with the new owners – especially when that gives them a whole NY financial slant that doesn’t necessarily play as well across the rest of the country.

The inside makeover is great… and much to my point, the one good weekly read that is not all about financial results and numbers. So why take a great brand name and dilute it so badly by making it longer. If you want to promote your parent company fine, but why foist it off on us loyal readers… especially when you even drop it down to a drab black and white text logo.

Oh McGraw Hill, why did you have to sell it off?