Skip to main content

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.

Comments

Rob Grady said…
Oh My....

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

Popular posts from this blog

Why Spreadsheets Suck for Prioritizing

The Goal As a company executive, you want confidence that your product team (which includes all the people, from all departments, responsible for product success) has a sound basis for deciding which items are on the product roadmap. You also want confidence the team is prioritizing the items in a smart way. What Should We Prioritize? The items the team prioritizes could be features, user stories, epics, market problems, themes, or experiments. Melissa Perri  makes an excellent case for a " problem roadmap ", and, in general, I recommend focusing on the latter types of items. However, the topic of what types of items you should prioritize - and in what situations - is interesting and important but beyond the scope of this blog entry. A Sad but Familiar Story If there is significant controversy about priorities, then almost inevitably, a product manager or other member of the team decides to put together The Spreadsheet. I've done it. Some of the mos

Interaction Design: the Neglected Skill

Your product development organization has a big, gaping hole in it. (Be prepared to feel defensive as you continue reading.) One of the most important roles in product development is the role of interaction designer. An interaction designer designs how the users will interact with the product and conceptualize the tasks they perform. He decides whether, for example, the user interface will be command driven, object oriented (clicking on objects then specifying what to do with them), or wizard based. The interaction designer decides the individual steps in the use cases. Every company has one or more people that play the interaction designer role. Usually, those people have little or no expertise in interaction design. Sadly, they typically don't even realize how unqualified they are. Let's see who typically plays the role at companies. Engineer . An engineer is an expert on building what is designed. Yes, an engineer may know how to design the internal structure of the hardware