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Have you got the 564-3Gz v2 in blue? 8 September, 2006

Posted by Jay Ball in branding.

Ah the heady scent of the incomprehensible part number. It’s taken some time but finally the tide seems to be turning against the SKU-reference-as-product-name.

LG renamed its KG800 phone, Chocolate. Apple has kept the development names (Panther, Tiger etc) for releases of its OSX operating system. And Dyson’s latest ‘hoover’ was named The Ball.

These days, it’s difficult enough for customers to remember even top-level brand names without having to memorise an essentially meaningless product name too. It’s ironic that so many companies spend so much time and money investing in creating the right associations for their brands and then dehumanise them right at the point where a customer needs to buy-in enough to part with some money.

Of course, there are still a lot of 564-3Gz V2s out there but it’s the others that will capture people’s imaginations and increased market share.



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