The speaker's dismissal of perfectly memorable brand names, particularly Asian names i.e. Suzuki and Mitsubishi simply project his own subjective bias and cultural block. It's simply that those names don't resonate with his western sensibilities.
His point is that 'ethnic-sounding' names don't have a broad enough appeal in a western marketplace dominated by European languages and names.
So, the lesson here is consider the prevailing culture (and insular biases) of your market.
I think names are relative to the markets to which they're used in. Audi is huge in Europe and does sell as a premium car brand in the states. I love Nature Valley and buy their granola bars over the competition because i recognize Nature Valley as being a good brand. Al makes some clever observations, but he's far from recognizing what makes a brand name a good name.
What is wrong with Audi? I really wish to get an Audi car. That is totally awsome. Maybe I would prefer an Jaguar, but Audi trumps all other car brands.
Mitsubishi is maybe not a good name in USA, but it is in Japan, but I will give you many refer to Mitsubishi as the Red Diamond.
simply great. i have three of his books. the 11 immutable laws of internet branding, the 22 immutable laws of branding and the fall of advertising & the rise of PR.
Thank you from Turkey.
haydarhay12 7 months ago
my name is Mauricio Santos
ive always wonder if its a good name lol
mortizmortiz 10 months ago
Two words that perfectly describe Al Ries: hindsight bias.
pitom 10 months ago
Suzuki, Daihatsu, Mitsubishi autocar, another loser name.... I love it!
456daking 1 year ago
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pedroalvesmkt 1 year ago
The speaker's dismissal of perfectly memorable brand names, particularly Asian names i.e. Suzuki and Mitsubishi simply project his own subjective bias and cultural block. It's simply that those names don't resonate with his western sensibilities.
His point is that 'ethnic-sounding' names don't have a broad enough appeal in a western marketplace dominated by European languages and names.
So, the lesson here is consider the prevailing culture (and insular biases) of your market.
godffreypratt 1 year ago
you speak the truth man like appreciate that! peace
STASHMILL 1 year ago
But watch Mercedes Benz in Germany...they prefer Audi:)
19ZeeZee85 1 year ago
10/10 videos, all are very educational, very professially done.
thanks!
falkon14 1 year ago
The point is Audi has a slim chance of taking over Mercedez Benz as THE PRESTIGE CAR BRAND. The name being Audi is the reason.
If you were to spend $100,000 on a Prestige car would you rather own an Audi or a Mercedez Benz?
As long as Mercedez Benz keep away from selling cheaper versions, they will stay on top and keep their position.
You don't see Rolex selling watches for $500.
cbonzon 2 years ago
I think names are relative to the markets to which they're used in. Audi is huge in Europe and does sell as a premium car brand in the states. I love Nature Valley and buy their granola bars over the competition because i recognize Nature Valley as being a good brand. Al makes some clever observations, but he's far from recognizing what makes a brand name a good name.
higuct 2 years ago
audi is big here in europe.
lordnasse 2 years ago
My respect, Excellent Videos.
Al & Laura you guys are amazing.
Thank you so much for this videos.
I've learned a lot.
Simply wonderful.
jciJazz 2 years ago
right...imo audi is one of the leading top3 car brandnames in Europe...
boris989 3 years ago
What is wrong with Audi? I really wish to get an Audi car. That is totally awsome. Maybe I would prefer an Jaguar, but Audi trumps all other car brands.
Mitsubishi is maybe not a good name in USA, but it is in Japan, but I will give you many refer to Mitsubishi as the Red Diamond.
LazyStory 3 years ago
love to hear you speak!
janwiedemeijer 3 years ago
So many thanks
i really appreciate this.
Amir from Saudi Arabia.
CanadianSaudi1 3 years ago
simply great. i have three of his books. the 11 immutable laws of internet branding, the 22 immutable laws of branding and the fall of advertising & the rise of PR.
paragonmc 3 years ago