A few weeks ago, we commented on the potentially effective funny name Bimbo. Grupo Bimbo, owner of the Bimbo line of baked goods, announced November 9 it is acquiring the entire bakery division from the venerable Sara Lee Corporation. The acquisition gives the Bimbo brand a formidable stable of leading and respectable brands. That said, Bimbo, as a funny name that makes you stop and take notice–if only to giggle–is a good thing. Bread isn’t serious business, so a funny name can’t hurt. Maybe Bimbo can tart up the stodgy Sara Lee brand…
Update: Since this post, the Bimbo brand has gotten full length articles discussing its funny name in the Philadelphia Enquirer and Chicago Tribune. When is the last time Wonder Bread got that kind of exposure. This funny name WORKS!
More naming resources for choosing a brand name:
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:
MSNBC vs. msnbc.com and The Bigger Naming Problem
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
Renaming a Small Business
Proxios CEO Talks About Renaming Process
Naming a Green Sportswear Company
Unintentionally Funny Names-BARF
Unintentionally Funny Names-Putzmeister
Unintentionally Funny Names-Bimbo
Renaming a $2 Billion IPG Agency
Renaming Iraqi Freedom
Selected Naming Portfolio