The upcoming midterm elections and Chelsea Clinton’s recent marriage made me think of a winning “political brand” from the 1970’s. The classic advice for a good brand name is that it should be easy to pronounce.
Wrong!
This classic ad created by media pioneer Tony Schwartz, proves that unpronounce-ability can actually be a plus. Edward Mezvinsky might be a hard name to say, but it is really easy to remember–and that is what makes a strong brand.
Edward Mezvinsky won election to Congress in 1972.
(Thank you to Kayla and Anton Schwartz for permission to share this great, classic piece of political communication.)
Naming How-To:
Naming Mistakes
Six Factors for a Memorable and Motivating Name
History of Best Known Brands
Styles and Types of Brands
Choosing a Name
Try a Recycled Name
Web 2.0 Naming Considerations
What is Brand Architecture
Approaches to Brand Architecture
Brand Architecture and Business Strategy
Companies and Products:
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Macy’s Blunder with Marshall Field’s Name Change
Banks and the Name Game from Bank Marketing Magazine
AIG Name Change to AIU
Breaking Up the Motorola Brand
Google’s Speedbook Disaster
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Proxios CEO Talks About Renaming Process
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Unintentionally Funny Names-Putzmeister
Unintentionally Funny Names-Bimbo
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Selected Naming Portfolio