As FedEx and UPS expand their services in China, one leading linguist argues that they could have profited more from the positive sounds of their names transliterated into Chinese.
Naming may be one of the most difficult tasks in branding. From my perspective, it is about as difficult as successfully positioning a brand in an overcrowded market or developing the brand architecture for a brand that has grown through multiple mergers and acquisitions over the years.
Give a vegetable a catchy name – such as X-Ray Vision Carrots or Dinosaur Broccoli Trees or Tomato Bursts – and kids will eat nearly twice as much of it.
We normally leave software reviews to the techies. But this new “app” is remarkable in its usefulness and simplicity.
It’s no wonder that dictionary-makers have trouble with trademarks. There are legal repercussions as well as conflicting loyalties over what actually constitutes a word.
