Comments on: Dragons, edible play dough, and three-letter abbreviations – oh my! http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/?utm_source=rss&utm_medium=rss&utm_campaign=dragons-dough-and-a-tla Branding for humans Thu, 29 Jul 2010 16:13:12 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29959 Dennis Van Staalduinen Fri, 30 Oct 2009 20:32:48 +0000 http://www.begtodiffer.com/?p=1454#comment-29959 Hey Angry (do you mind if I call you Angry for short - TAC wouldn't work for this post). I should note that I never said that the Export Development Canada <strong>business</strong> was bad, just their branding practices - which does reflect on their spending habits as well. But linking up with an entrepreneurial and well-produced show like the Den makes total sense IF THERE'S A CONNECTION WITH VIEWERS - which their branding fails to make. On your other notes, I won't recommend anyone for Prime Minister except Dave Bidini of the Rheostatics (and 3-4 books on my shelf) but it's fun how much we come to identify with the Dragons and watch their "narrative arc" from week to week. Eh? Hey Angry (do you mind if I call you Angry for short – TAC wouldn’t work for this post). I should note that I never said that the Export Development Canada business was bad, just their branding practices – which does reflect on their spending habits as well. But linking up with an entrepreneurial and well-produced show like the Den makes total sense IF THERE’S A CONNECTION WITH VIEWERS – which their branding fails to make.

On your other notes, I won’t recommend anyone for Prime Minister except Dave Bidini of the Rheostatics (and 3-4 books on my shelf) but it’s fun how much we come to identify with the Dragons and watch their “narrative arc” from week to week. Eh?

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29958 Dennis Van Staalduinen Fri, 30 Oct 2009 20:23:23 +0000 http://www.begtodiffer.com/?p=1454#comment-29958 Totally agree. I've often had small businesss clients tell me "oh it's okay if we call ourselves XYZ. It works for IBM right?" Um. Yeah. Because they're IBM, and because they were International Business Machines for half a century first. KFC is another story. They have lost character and direction since the adoption of the TLA. I've made the point and will continue to make the point that they should go back to the "Kentucky + Chicken" that anchored their brand for so long. Totally agree. I’ve often had small businesss clients tell me “oh it’s okay if we call ourselves XYZ. It works for IBM right?” Um. Yeah. Because they’re IBM, and because they were International Business Machines for half a century first.

KFC is another story. They have lost character and direction since the adoption of the TLA. I’ve made the point and will continue to make the point that they should go back to the “Kentucky + Chicken” that anchored their brand for so long.

]]> By: The Angry Canadian http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29957 The Angry Canadian Fri, 30 Oct 2009 20:07:27 +0000 http://www.begtodiffer.com/?p=1454#comment-29957 You're right Dennis. I totally agree that acronyms are poor substitutes for brands and it annoys me that CBC is subsidized by such bad federal business. Our government should be 100% more accountable and we should have more control via home computers. I've been watching a lot of Dragons' Den ever since <a href="http://www.mycellphonemyterms.com" rel="nofollow">myCELLmyTERMS</a> was on and did a deal with Brett and Arlene. They are out to stop the cellphone oligarchy which is another creation of our poor government. Now after watching a few shows I'm liking Kevin O'Leary more and more - yes he's a jerk, but his no nonsense business acumen is admirable. Maybe he should run for Prime Minister? You’re right Dennis. I totally agree that acronyms are poor substitutes for brands and it annoys me that CBC is subsidized by such bad federal business. Our government should be 100% more accountable and we should have more control via home computers.
I’ve been watching a lot of Dragons’ Den ever since myCELLmyTERMS was on and did a deal with Brett and Arlene. They are out to stop the cellphone oligarchy which is another creation of our poor government.
Now after watching a few shows I’m liking Kevin O’Leary more and more – yes he’s a jerk, but his no nonsense business acumen is admirable. Maybe he should run for Prime Minister?

]]> By: Kirk Phillips http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29945 Kirk Phillips Thu, 29 Oct 2009 21:08:50 +0000 http://www.begtodiffer.com/?p=1454#comment-29945 Acronyms are essentially nicknames for real, longer names. Generally they are a bad idea because they mean nothing and are difficult to remember. And the real names begin to fade away over time ... However, once a company is well known and long established, consumers tend to accept them, such as IBM, GE, AT&T, BMW, UPS, BP and KFC. Of course, this takes millions of marketing dollars making millions of brand impressions over time. Not too many organizations can afford to pay the dues it takes to establish an acronym. Acronyms are essentially nicknames for real, longer names. Generally they are a bad idea because they mean nothing and are difficult to remember. And the real names begin to fade away over time …

However, once a company is well known and long established, consumers tend to accept them, such as IBM, GE, AT&T, BMW, UPS, BP and KFC. Of course, this takes millions of marketing dollars making millions of brand impressions over time.

Not too many organizations can afford to pay the dues it takes to establish an acronym.

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29944 Dennis Van Staalduinen Thu, 29 Oct 2009 20:35:51 +0000 http://www.begtodiffer.com/?p=1454#comment-29944 Call me an optimist, but I happen to think we'll get through the H1N1 froofraw and there will be time and leisure for all kinds of "disease vectoring" activities - particularly if my family and I are ever able to get our shots! As for Export Development Canada (full names only for me), I totally agree: it's a fantastic organization with all the right tools to help Canadian companies succeed abroad - except one: a strong brand that Canadians actually know about and can find / understand / remember. Call me an optimist, but I happen to think we’ll get through the H1N1 froofraw and there will be time and leisure for all kinds of “disease vectoring” activities – particularly if my family and I are ever able to get our shots!

As for Export Development Canada (full names only for me), I totally agree: it’s a fantastic organization with all the right tools to help Canadian companies succeed abroad – except one: a strong brand that Canadians actually know about and can find / understand / remember.

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29943 Dennis Van Staalduinen Thu, 29 Oct 2009 20:29:02 +0000 http://www.begtodiffer.com/?p=1454#comment-29943 Thanks. I think the show is just fine about marketing mistakes by its sponsors. Money is money after all. That's why it's up to the lunatic fringe out here (me not you) to pour a bit of cold water every now and then. Thanks. I think the show is just fine about marketing mistakes by its sponsors. Money is money after all. That’s why it’s up to the lunatic fringe out here (me not you) to pour a bit of cold water every now and then.

]]> By: Rob Blake http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29942 Rob Blake Thu, 29 Oct 2009 19:11:39 +0000 http://www.begtodiffer.com/?p=1454#comment-29942 Dennis the Menace is at it again! How can you spotlight a company that markets a product where its key feature is it's ideal for disease vectoring - right in the middle of a pandemic? EDC is a great Canadian institution! Dennis the Menace is at it again! How can you spotlight a company that markets a product where its key feature is it’s ideal for disease vectoring – right in the middle of a pandemic?

EDC is a great Canadian institution!

]]> By: Elie Kochman http://www.begtodiffer.com/2009/10/dragons-dough-and-a-tla/comment-page-1/#comment-29940 Elie Kochman Thu, 29 Oct 2009 16:09:32 +0000 http://www.begtodiffer.com/?p=1454#comment-29940 Interesting perspective, and opens up several other questions about the show, given who is sponsoring it. I look forward to reading more of your articles! Interesting perspective, and opens up several other questions about the show, given who is sponsoring it.

I look forward to reading more of your articles!

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