RE: UKNM: Wacky names

[Robin Edwards]

I wonder to what extent it matters how much the punters associate the brand

with the product. I can recall the Smile ads, with some bloke with a dodgy

haircut, but I can't remember what it was for (something to do with

finance, but that's it) which means I am unlikely to visit the site when

looking for a credit card, loan or bank account.


The current First-e ads have a strong recall in my head because of John

Hannah's familiar accent (I keep expecting him to say, "everything happens

for the beeeeest") but the whole concept of spin-offs trashing their parent

companies' overheads by way of highlighting their advantages sits awkwardly

IMHO.


Then there's bananalotto - at least you can assume it has something to do

with a lottery, but having visted the site and read the T's and C's I

decided there was no way on earth I would sign up for such a thing.


R


--

Robin Edwards

Clockworx

T: +44 1543 252370           F: +44 1543 420761

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robinclockworx [dot] co [dot] uk

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On Monday, July 17, 2000 9:10 AM, Sam Michel [SMTP:

samchinwag [dot] com

] wrote:


> 1. these 'wacky' names will quickly go out of fashion

> 2. it's a lot easier and cheaper for banks to create a new 'wacky' image

> and launch it without having to change the image of their existing brand

> 3. if it all goes pear-shaped, it's a lot easier to dump the new 'wacky'

> brand

>

> Me? I'm with First Direct, which isn't exactly wacky, but it is an

> off-shoot of a major banking group. Are the banks doing the right thing?

It

> struck me, that post-Egg it's too late to jump on the bandwagon...can you

> remember the difference between Cahoot, IF and the scores of others,

which

> will no doubt follow?



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