Shakespeare would have us believe that a rose by any other name would smell as sweet. The bard was excellent at writing plays and sonnets, but he was a terrible brand consultant. In this case he’s flat-out wrong.
There have been some dreadful brand name decisions recently – Apple might have enough cool equity to survive the iPad, but it is a very close-run thing. The list of brand name disasters is long, but iSnack 2.0 should get a mention here along with tasty Touch of Yoghurt shampoo.
Branding is much, much more than a name, of course, but get the brand name wrong and the rest will follow, as En Vogue so nearly sang.