Branding News Roundup – 01/27/06

Dell – The Accidental Brand
The corporate name was Dell, but the original trade name was PCs Limited. But the company ran into a problem when it began selling in the United Kingdom. It couldn’t call itself PCs Limited Ltd, or, as Michael Dell put it, “really limited Pcs.” The folks in Britain asked headquarters what they should call their operation, but got no reply, so they just decided to use the Dell name. And eventually, that became the trade name for Dell worldwide. Michael Dell’s verdict: “It worked out OK.”

The problem with (famous) brands
These days so-called ‘famous brands’ need to take dramatic measures just to secure their share of the market, never mind grow it. They risk being stuck in the middle of the market with private label products snapping at their heels and the premiumisation trend making them look dowdy.

Viral Marketing Gaining in Popularity
A study out this week by interactive marketing agency Sharpe Partners shows that a strong 89% of adult Internet users in the U.S. share content with others via e-mail. And while jokes and cartoons make up 88% of the forwarded material, a full 24% of business and personal finance information is also shared.

Branding with a Song
We must concede the celebrity endorsements increases brand awareness and ultimately sales. Of course, not all celebrity endorsements are overt advertising. In fact, if you are lucky, a celebrity songster will mention your brand name in the lyrics to a chart topper. Check a Top 10 most mentioned brands in the Billboard Top 20 tunes for 2005.

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