Monday, August 27, 2007

GSD&M's Idea City

GSD&M is changing its name to "GSD&M's Idea City". This move seems like a bad idea for at least three reasons:
  1. The new name is too long. The length of the name makes it less "speakable". A brand name that's easy to say is more likely to be remembered and more amenable to word of mouth.
  2. The new name is too descriptive. Descriptive brand names are less memorable and make differentiation in the mind of the customer harder.
  3. Any identity change is costly. Every bit of marketing and sales collateral has to be modified and redistributed.
But the threat of rebranding disease is constant and almost ubiquitous.

2 comments :

Rob Grady said...

Oh My....

How many sales were lost because 'idea city' wasn't in the name?

Cote' said...

Indeed. It makes me wonder what was wrong with just GSD&M. I mean, isn't there already maximum brand value packaged into that name? No one thinks GSD&M == crap, right?

Seems weird to me.