Power of the Name

Think your name matters? Think again.

Category:

News & Politics

Tags:

• ries
• report
• al
• branding
• marketing
• advertising
• brand
• management

[haydarhay12]

Thank you from Turkey.

[mortizmortiz]

my name is Mauricio Santos

ive always wonder if its a good name lol

[pitom]

Two words that perfectly describe Al Ries: hindsight bias.

[456daking]

Suzuki, Daihatsu, Mitsubishi autocar, another loser name.... I love it!

[godffreypratt]

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.

[STASHMILL]

you speak the truth man like appreciate that! peace

[19ZeeZee85]

But watch Mercedes Benz in Germany...they prefer Audi:)

[falkon14]

10/10 videos, all are very educational, very professially done.

thanks!

[cbonzon]

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.

[higuct]

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.