Laurel Sutton

June 21, 2012

“This name is good, but isn’t it the name of a car already?” “Everything is a car name.” – Conversation we have with clients once a month Of course, the reason there are so many car names is that there are so many cars! And it seems like car manufacturers, while continuing to refresh mainstay […]

Mark Skoultchi

March 17, 2008

Ford recently announced that it is relaunching the Fiesta as a worldwide brand (see article). I love this naming strategy, but it doesn’t always work. Ford’s justification is two-fold: the name already has some existing equity (albeit, not all positive) and by using one name in multiple markets, they can trim down their marketing expense. […]