Fire these branding and advertising folks

business and consumers, marketing and advertising

Friend: “I checked out Blinx like you said but it’s this site in German!?”
Me: “B-L-I-N-K-X. Interesting product, moronic name.”

What were the folks behind Blinkx thinking? For what was undoubtedly slated to be a word-of-mouth product, why would any semi-intelligent marketing/branding person give their offering a name that could be so easily mistaken for something else?

Pop quiz (and don’t peek back at the earlier paragraph)… what was their product named again?
A) Blinx
B) Blinkx
C) Blinks
D) Blinkz

The right answer is B. The other right answer is: fire the person who named that product.

And in a related example of advertising stupidity, there’s the whole Tacoma / Dakota sophomoric ad campaign that’s been on billboards everywhere lately, at least here in San Francisco.

The ads feature lame, swaggering comments alluding to the fact that the Tacoma is beefier and brawnier than the Dakota. Or — wait! — maybe it was the other way around.

The names of these vehicles, which apparently compete in the same market space, are so similar as to make it impossible for me to remember (much less care) which is which. Studies show that consumers weren’t even able to recall what burger joint blitzed the airwaves with the comic “Where’s the Beef?” ads; what are the odds that people will remember — much less be swayed in their purchase decisions — by billboards which consistently mix in mentions of two similarly named products?

2 comments… add one
  • John Feb 26, 2008

    Hey Adam,
    Most probably people gets right idea and meaning about the particular product through market research.
    and you have done it. No one need to know what this Blinx is mean, mean of product to use and throw.
    Though few like your gets in deep about the product brand, you done a great job.

  • Online Shopping May 26, 2008

    I found social book marking websites for name you mentioned, lol.

What do you think?