Author Archives: Maria Cypher
As I write this, I’m mindful of my colleague Mark Skoultchi’s recent review of Kraft Mondelez, in which he so rightly pointed out that folks are way too quick to jump all over almost any big name launch. This phenomenon … More »
In a bit of weird and wonderful marketing news, Kellogg’s has created a limited-edition cereal called “Totes Amazeballs” — after seeing a tweet from Tim Burgess, frontman of the Britpop band The Charlatans. “I heard someone use the expression ‘totes … More »
Following the November sale of its namesake brand, Liz Claiborne has announced it will change its name to Fifth & Pacific, effective May 2012. The company—which retains the brands Kate Spade, Jack Spade, Lucky Brand, and Juicy Couture—proclaims on its … More »
Earlier this month, the Dr. Pepper Snapple Group introduced Dr. Pepper Ten, a version of its iconic soda targeted entirely at men, who apparently do not find normal diet soda sufficiently manly. The ten is a reference to the number … More »
Today’s email greeted me with news of the launch of Gilt Groupe’s new shopping site for men, Park & Bond, “the New Intersection of Men & Style.” As fellow bargain-loving fashionistas know, Gilt offers online flash sales of designer clothing and … More »
In my Creative Brief blog on June 23, I shared the importance of creating a naming brief before beginning any naming exercise. The creative brief helps keep the project on track by detailing directions on messaging, tonality, construction, and legal and … More »
I just learned about a phenomenon called Meatless Monday, a non-profit campaign intended to “help you reduce your meat consumption by 15% in order to improve your personal health and the health of the planet.” The movement actually hearkens back … More »
In my Naming by Numbers blog post of May 26, I shared the many roadblocks facing potential name candidates. To overcome these hurdles, an effective naming process requires the creation of an enormous pool of potential names — hundreds or even thousands … More »
People often ask us how we come up with names. Are they computer generated? Do we sit around, drinking wine, jotting down thoughts on cocktail napkins? Or, maybe we shuffle Scrabble tiles around till we find that perfect combination of … More »
Hyatt is offering a very helpful and appealing new type of room, designed for allergy sufferers: “Respire by Hyatt — Hypo-Allergenic Rooms.” Having just accompanied my 13-year-old through six months of weekly allergy shots, I love the idea and think … More »