What is it about company names these days? Why do people have to invent random names that tell you absolutely nothing about what the company does and moreover, all sound similar too? Just think of Clari, Claris, Clarins, Clarion, Clarus.. some of you will know what they do, because you will have come into contact with their products - others? Have a guess? It is a disease, a name generator disease which is spearheaded by various brand consultancies, who will charge a fortune for coming up with a eponymous, but completely forgettable word.
The Brand Channel puts things in perspective: "The Post Office’s rebranding follows a long line of stodgy- and storied-sounding British organizations choosing to become less identifiable, including National Power becoming Innogy; British Steel, Corus; and Welsh Water, Hyder. However, the Post Office’s change to Consignia was met with the most outcry for a number of reasons."
To me the Post Office or Royal Mail is synonymous with red post boxes with the royal insignia stamped on the side, red logos and branding of high street presence. Works a treat, as British postboxes are part of the popular imagination, just like proper old British phoneboxes and those Routemaster buses. However, for some reason it was thought appropriate to abandon this very well recognised brand, in favour of something more 'contemporary', hopefully signalling a drastic turnaround for the company, which had been losing money for years and in many cases referred to as 'totally up the spout'.
Going into the word 'Consignia' a little bit - the word consign means:
- commit forever; commit irrevocably
- give over to another for care or safekeeping; "consign your baggage"
- send to an address
All being fine and dandy, those are reasonable things to expect from Royal Mail or the Post Office. Consign, however, is often used in the context of 'consign to oblivion', which to me is not a good association to make with a company you are paying money to deliver precious items. Moreover, when turning 'Consign' into a noun, mysteriously this word instantly becomes very transitory. 'Consignia' makes you think of... well, nothing much to do with sending a letter.
As Brand Channel continues:" Sometimes a branding overhaul is necessary, even after a long and estimable history (The Post Office was founded in 1635 by Charles the I) – the Communist Party and New Kids on the Block come to mind, as does, for separate reasons, Andersen. And, several of the reasons Consignia gives for its change do strike with some validity.
To begin with, as the group looks to expand internationally, Post Office proves to be too vague. A Consignia website dedicated to answering questions about the name change defends: “The Post Office name would be confusing abroad and would also be difficult to protect.” Further, “The Post Office group did not fully describe what we do as a business.” And they’re right, as Consignia also banks, retails and tailors logistic solutions. However, the site adds a defensive: “The name was received extremely well in customer research.”
Royal Mail, a pre-Consignia proposed possibility and seemingly what Consignia has become, may not play well in certain former colonies or in nations where not-so-benevolent local royals were violently separated from both throne and head."
Hmm.. all good points, but why not go for something post related in your name - United Parcel Service (UPS) deliver .. parcels, no beating around the bush here, but finding out what DHL stands for takes a little bit more work: DHL is an acronym of its founders Dalsey, Hillblom and Lynn and as this is less common knowledge, it seems that annoyed customers often substitute the letters for 'Dumped, Hidden or Lost'.
"Come to think of it, maybe you've got Consignia" said Dr. Smith to his ailing patient. Sounds more like a malaise than a company name or as job cuts have continued at a break-neck speed "Resign-ia" has also been proposed as a new name by a number of disgruntled formed employees. Needless to say, this remarkable feat of pointless re-branding was ditched in 2002.
Going back to pointless brand names - this is but one sad example of a much wider problem - the rise of so-called 'brand strategists' and accompanying consultancies, who pride themselves in making companies alien and virtually unrecognisable to a base of loyal customers.
This link leads onto a website where you can find the Dislexicon v3.0, a nifty 'English expansion tool', that invents non-existing words based on a root word you submit. These consultancies must have this program listed in their Favourites - just look at the words below generated from the root word 'logic"!
New Word | Components | Definition | |
| 1: | logicish | logic-ish | of, relating to, or being logic |
| 2: | logicible | logic-ible | capable or worthy of logic |
| 3: | overlogic | over-logic | excessive logic |
| 4: | kilologicologist | kilo-logic-ologist | one who studies thousand logic |
| 5: | superlogicary | super-logic-ary | of or relating to above or superior to logic |
| 6: | logicmetric | logic-metric | relating to measurement of logic |
| 7: | erythrologic | erythro-logic | red logic |
| 8: | chromologicish | chromo-logic-ish | of, relating to, or being color logic |
| 9: | antelogicism | ante-logic-ism | action, process or practice of before logic |
| 10: | logicist | logic-ist | one that performs, produces or believes in logic |
プロペシアを安心して買える通販ショップを探しています。
プロペシア通販 http://www.nogardgifts.com/sitemap.html
プロペシア通販 http://www.nogardgifts.com/about/index.html
Posted by: プロペシア通販 | January 21, 2012 at 03:48
Excellent writeup, I must say. What I gained from reading this post will benefit not just me, but also those for whom I have affection for many months. This is what I'm saying.
Posted by: cell phone lookup | January 19, 2012 at 23:54
Do you have a page on Twitter or Facebook cause would be grateful if i am one of your followers and fans.
Thanks!
Posted by: top graduate school | January 19, 2012 at 07:53
プロペシア価格 http://www.leighbrown.info
プロペシア価格 http://www.absinthemarket.com
プロペシア価格 http://finasteride.jp
プロペシア効果 http://www.edaindesigns.com
プロペシア購入 http://ikumou.pro-pecia.net
プロペシア副作用 http://www.bjbzgg.com
Posted by: プロペシア通販 | January 18, 2012 at 19:11
プロペシア通販 http://imkoto.info
プロペシア通販 http://www.txikon.com
AGA 対策はプロペシア通販ではじめましょう。
プロペシアは飲む育毛剤です。
プロペシア通販 http://goo.funvalue.info/
プロペシア通販 http://pro-pecia.net
プロペシア通販 http://www.nadoske.info/
Posted by: プロペシア通販 | January 18, 2012 at 16:56
Thanks for publishing this useful post.
Posted by: fitted leather jacket | January 17, 2012 at 08:57
プロペシア通販 http://www.sititop.com
プロペシア通販 http://www.hk7cafe.com/
プロペシア通販 http://www.bjbzgg.com
プロペシア通販 http://www.hebline21.com/
プロペシア通販 http://www.xinonline.net/
プロペシア通販 http://generic.finasteride.jp
プロペシア通販 http://www.lorenzoalonso.net
プロペシア通販 http://imkoto.info
プロペシア通販 http://www.txikon.com
Posted by: プロペシア通販 | January 17, 2012 at 08:33
フィンペシア http://www.fin-pecia.info
フィンペシア通販 http://www.08agency.com
フィンペシア通販 http://generic.finasteride.jp
フィンペシア通販 http://ikumou.fin-pecia.com
フィンペシア通販 http://finpecia.finasteride.jp
フィンペシア通販 http://plusyu.info
フィンペシア通販 http://fin-pecia.com
フィンペシア通販 http://www.despinamedia.com
フィンペシア通販 http://funmart.info/link/index.html
Posted by: フィンペシア通販 | January 17, 2012 at 00:46
フィンペシア通販についての知識は大切です。
フィンペシアは医薬品です。
フィンペシア通販について考えてみましょう。
フィンペシア通販について調べました。
フィンペシア通販を知る必要があります。
フィンペシア通販とはどんなものでしょう。
フィンペシア通販についての比較は大切です。
フィンペシア通販を利用するときは慎重にしましょう。
フィンペシアの通販に注意しましょう。
Posted by: フィンペシア通販 | January 17, 2012 at 00:43
フィンペシア通販 http://www.fin-pecia.info
フィンペシア通販 http://www.08agency.com
プロペシア通販 http://www.nogardgifts.com
プロペシア通販 http://www.sititop.com
プロペシア通販 http://pro-pecia.net
プロペシア通販 http://www.hk7cafe.com/
Posted by: プロペシア 効果 | January 08, 2012 at 12:18
This is a really excellent study for me, Must acknowledge that you are one of the best web owners I ever saw.
Posted by: dmca application | January 05, 2012 at 13:25
フィンペシア発毛効果 http://ikumou.fin-pecia.com/
フィンペシア 副作用 http://ikumou.fin-pecia.com/about/index.html
フィンペシア 初期脱 http://ikumou.fin-pecia.com/item/index.html
フィンペシア 耐性 http://ikumou.fin-pecia.com/customer/index.html
アイドラッグストア フィンペシア http://ikumou.fin-pecia.com/news/index.html
Posted by: フィンペシア発毛効果 | December 31, 2011 at 19:35
あなたもこんなに良い服を擦れ違うのはいけません。モンクレールは必ずあなたの魅力を表示します。もしあなたが買えば、悔いないと保証します。私のことを信じてください。モンクレールを信じてください。チャンスを捕まって、モンクレールサイズを入手しましょう。
http://www.brands-japan.com
Posted by: モンクレール サイズ | December 29, 2011 at 08:54
Just received my jacket today and I was very impressed with the quality of the jacket. It is exactly like it is on the site, but better in person! I will definitely be buying another jacket or two in the future.
Posted by: celebswear reviews | December 23, 2011 at 12:15
No offense, but i suggest admin adding a google+ button for easy share!
Posted by: elliptical reviews | December 12, 2011 at 11:47
That is well known that money makes us autonomous. But what to do when one does not have money? The only one way is to get the loans or auto loan.
Posted by: LeonaChaney | December 04, 2011 at 00:01
Some time ago, I did need to buy a car for my business but I didn't have enough money and could not order something. Thank God my dude suggested to get the credit loans at reliable bank. Hence, I did so and was happy with my car loan.
Posted by: DAPHNE29Dillon | December 04, 2011 at 00:00
It's really a wonderful job. This message contains useful information that helps us a lot. I have never seen such a large contribution.
Posted by: I Robot costume | December 03, 2011 at 12:32
thankss
Posted by: dizi izle | December 02, 2011 at 22:14
a lot of editors have started to understand more about alternate options, they will obtained a little cameras, spend some money to hire nearby residents and individuals across the actors within the facilities.
Posted by: Canada Goose Jacket | November 25, 2011 at 05:36
For any folks invested in more and better resident contribution, that is a knock back, i believe. But strangely enough, the newest one-pager Can involve many responsibilities around consultation.
Posted by: Belstaff Jackets | November 25, 2011 at 03:40
I always like Forrester blog. I think this helps us all to get some useful information here. Thanks for sharing.
Posted by: christmas clothes | November 01, 2011 at 11:25
Great information you got here. I've been reading about this topic for one week now for my papers in school and thank God I found it here in your blog. I had a great time reading this.
Posted by: Generic Viagra | October 19, 2011 at 12:36
It makes me feel so surprise.I never know there is such a wonderful place that I can find what I need,
Posted by: Caverta | October 19, 2011 at 12:21
プロペシア通販 http://www.sititop.com
プロペシア通販 http://pro-pecia.net
プロペシア通販 http://www.nogardgifts.com
プロペシア通販 http://www.hk7cafe.com/
プロペシア通販 http://www.xinonline.net/
プロペシア通販 http://imkoto.info
プロペシア通販 http://www.txikon.com
プロペシア通販 http://generic.finasteride.jp
Posted by: プロペシア通販 | October 13, 2011 at 19:39