Finding Innovative Ways to Play the Name Game

Just as nature abhors a vacuum, organizations hate missing an opportunity to leverage their assets. It is an instinct that has led many to consider whether they can get more out of their names – that is to create corporate brands in addition to their product brands.

The question is particularly relevant for companies in the consumer-goods industry, which typically market their wares under a variety of different names such as Kasapreko’s Alomo Bitters, Unilever’s Dove soap or Nestlé’s Maggi Mixpy.

Real Time Marketing - The Power of Now

Some years ago, it was rare to get information or news around the world just when it happened. When an event happened in one part of the world, it took days or sometimes months before the news got to the other part of the world. However, the story is different today, the world has become, what some experts call, ‘a global village;’ information reaches people from one continent to the other within a blink of an eye. Now you can get access to information concerning new inventions and you do not necessarily have to be in the country where it took place. Why? Because we live in a real time now.

The Digital Era of Going Viral

 
 
 

If you have ever studied the science of cross pollination, you would realize that the plants that use this mechanism to reproduce need certain agents to achieve this goal. These agents are mostly birds and insects and it is the flowers that have certain features; colorful, sweet scented and sometimes contain nectar that that are polinated. When the birds and insects settle on the plants and feed on them, they carry pollen on to the next plant; fertilization takes place, leading to reproduction. If you are to explain this in the language of marketing, you would say the pollen has gone viral.