Brand Language | 2007 Word Of The Year

Even the American Dialect Society knows how risky home mortgages are these days. The group of wordsmiths chose “subprime” as 2007’s Word of the Year at its annual convention Friday.

MSNBC

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Car Model Naming | Alphanumeric Automotive Names

Where are the Gremlins of yesteryear? Or the El Dorados, for that matter?

They are history. The industry is on an increasingly strict diet of alphabet soup with numerical garnish. Alphanumeric nameplates — which consist of nonsensical combinations of letters and numbers — were on 135 models in the 2007 model year, compared with 80 a decade ago, according to Kelley Blue Book.

Los Angeles Times

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Naming Names | Josh Sides On Naming

“Namelessness matters. A nameless place doesn’t exist. Speculators, developers, want to invest in a place that exists.”

Josh Sides, American Professor of California History

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Corporate Naming | SyncVoice Becomes Communicado

SyncVoice Communications, Inc., the leading provider of unified management software for converged communications, announced today that it has changed its corporate name to Communicado to reflect its value extending beyond telephony to improving performance of all types of real-time collaborative communications across converged networks, including voice, video and live conferencing. The name change follows the company’s success in raising $11.6 million in Series B financing from SoftBank Capital, Clearstone Venture Partners, and Hummer Winblad Venture Partners. The funding will be used to expand marketing, sales capacity and support for Communicado’s strong product demand and extend the scope of its service management platform with additional ecosystem partner integrations.

According to Gartner, the convenience, cost and functional advantages of Voice over IP (VoIP) currently drives $2 billion of $15 billion in total voice infrastructure spending, increasing to $11 billion of $16 billion by 2010.

“The adoption of real-time person-to-person communications will drive the next 20 years of infrastructure change, and Communicado is the company best positioned to manage this change both from an internal IT and service provider perspective,” said Stephen Rizzone, President and Chief Executive Officer of Communicado.

In 2001, Communicado began developing software products that help telecom and IT personnel monitor, control and report on their communications environment and business implications. Within two years, its award-winning VXTracker software became the leading voice expense and operations management product for distributed multi-vendor environments. In use by more than 400 mid-sized and enterprise customers, the product supports more than 40 different PBX platforms with hundreds of integration options.

“The market needs leadership in understanding the adoption and service strategy involved with convergence of communications architectures,” said Kerry Shih, Founder and Chief Strategist of Communicado. “Communicado’s solutions manage the complexity so that businesses can improve productivity without worrying about the mix of technologies behind the communications methods.”

“Crytycal Services Management prides itself on being the leader in the area of critical event monitoring, reporting and proactive network infrastructure support,” said Tim Brennan, Vice President of Crytycal Services Management. “We’re taking state-of-the-art to the next level with Communicado’s Service Management Platform for converged communications. Communicado is facilitating the implementation of advanced VoIP Managed Services offerings to address the growing needs of our service providers and large carrier customers.”

Communicado’s Rising Sales Success Attracts Robust Financing

“With an enormous market demand for its technology that helps businesses achieve the benefit of converging communications without the IT disruption, Communicado is already the leader in helping enterprise IT professionals, mid-sized businesses and Managed Service Providers (MSP) succeed in this new environment,” said Ronald D. Fisher, Managing Partner of SoftBank Capital, which led the funding round.

“We are very pleased with the progress of Communicado, led by its strong management team,” stated William Quigley, Managing Director of Clearstone Venture Partners. “The company has packaged its experience analyzing and managing the converged infrastructure of more than 400 organizations at thousands of locations around the world into a new service management platform that removes availability and continuity risks for both internal and external customers.”

“Communicado has grown significantly since its Series A funding just under two years ago,” said Doug Hickey, Managing Director of Hummer Winblad. “The company has continued revenue traction, a marquee customer base and has attracted the right strategic partners to help position the company as the clear leader in the growing market of converged communications management.”

About Communicado

Communicado (formerly known as SyncVoice Communications) is the leading provider of solutions for managing converged voice/data communications networks that carry real-time person-to-person business communications. The VXTracker software product line and Communicado’s field-tested service management platform are used by more than 400 advanced technology adopters including Allergan, St. Joseph Health System, Tenet Healthcare and the Discovery Channel, to reduce business risk and lower operating costs, combining technical tools with business analytics. Communicado is headquartered in Costa Mesa, California USA and has sales offices throughout North America.

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Naming Names | Claude Hopkins On Naming

“The right name is an advertisement in itself.”

Claude Hopkins, English Copywriter

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Naming Names | Mitch Hedberg On Naming

“I wanna get a job as someone who names kitchen appliances. Toaster, refrigerator, blender … all you do is say what the shit does, and add ‘-er’. I wanna work for the Kitchen Appliance Naming Institute. ‘Hey, what does that do?’ ‘It keeps shit fresh.’ ‘Well, that’s a fresher … I’m going on break’.”

Mitch Hedberg, American Comedian

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Brand Nomenclature | Happy 300th Birthday!

Swedish physician and botanist Carolus Linnaeus (AKA Carl von Linné) would have been 300 years old today.  Known as the father of modern taxonomy, he developed the system of scientific nomenclature we use in one form or another to this day: Kingdom, Class, Order, Genus, Species, Variety.

Jean-Jacques Rousseau said of him: “I know no greater man on earth.” August Strindberg eulogized him as “a poet who happened to become a naturalist.” And Swiss physiologist Albrecht von Haller called him “the second Adam” because, like the first man, he named every living thing.

Here are some fun facts about Carl:

At the time he lived, most Swedes had no family name. When he entered the University of Lund, he invented the surname Linnaeus after the linn ‘linden tree’ that served as his family crest.

He included a variety of mythological creatures (including the troglodyte, satyr, hydra, and phoenix) in his system of classification.

He was the first person to figure out how to grow bananas in Europe.

He made a habit of naming ugly plants after his critics. Hmmm.

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Brand Naming | Is Your Brand A Noun Or A Verb?

A tip of the hat to UC Santa Cruz linguist Geoffrey K. Pullum, posting at Language Log:

“NEVER use a trademark as a verb”, said the International Trademark Association very firmly (in a web page that has now been removed, but they still publish very similar advice in a PDF brochure you can get here); “Trademarks are products or services, never actions.” As I remarked in this post, they barely know what they’re talking about when it comes to grammar (trademarks are never products or services; they are nouns denoting products or services), and most companies, despite paying lip service to the rules, don’t even follow the rules themselves. A spectacular example occurs in The New Yorker this week, on page 67. Under the face of a sheepish-looking young woman is the legend, “OK, so I Zappos at work.” And the advertisment adds, “Check out our outstanding service and massive selection of shoes and apparel and you’ll Zappos, too.” So they can use their trademark as a verb; it’s just you who shouldn’t. Just ignore the trademark prescriptivists; to hell with them. Zappos your shoes, xerox your copies, hoover the floor. Tell them all they can sue you.

When your marketing and legal departments are operating at cross-purposes, common sense should prevail. You want your customer to use your name as a verb; it means your brand owns your category. That’s what’s known as a great problem to have!

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Naming Names | Susan Brind Morrow On Naming

“A name is a mirror to capture the soul of a thing [...]“

Susan Brind Morrow, American Egyptologist

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Cruise Ship Naming | The Magic Of Cruise Ship Names

The Cruise Log, USA Today’s “port of call for cruising news and trends,” recently discussed the cruising industry’s startling lack of imagination when it comes time to christen a new ship:

  • Crown (Princess) and Crown (Norwegian)
  • Dawn (Princess) and Dawn (Norwegian)
  • Dream (Norwegian) and Dream (Carnival)
  • Freedom of the Seas (Royal Caribbean) and Freedom (Carnival)
  • Jewel of the Seas (Royal Caribbean) and Jewel (Norwegian)
  • Legend (Carnival) and Legend of the Seas (Royal Caribbean)
  • Magic (Disney) and Magic (Carnival)
  • Pride (Carnival) and Pride (Norwegian)
  • Sinfonia (MSC Cruises) and Symphony (Crystal Cruises)
  • Splendour of the Seas (Royal Caribbean) and Splendor (Carnival)
  • Star (Princess) and Star (Norwegian)

What’s going on here?  Three things, I think.  First, there’s the weight of nautical tradition. Second, this appears to be a clear-cut case of naming by focus group, an approach which inevitably yields a name that “sounds like a cruise ship” — like every other cruise ship, that is. Third, I suspect the cruise ship industry, like the theme park industry, suffers from the understandable but dangerous desire to be all things to all people.

It’s particularly surprising that Caribbean has fallen prey to these temptations, since they position themselves as the “fun ship” line.  Kudos to Holland America for hewing to an even older tradition, naming its ships after the Dutch cities of Amsterdam, Rotterdam, and Oosterdam.

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