Tuesday, April 01, 2003

a rose is a rose is a rose

Remember the mall account I thought we lost in terms of bidding? Well, it was awarded to us anyway (fate twisted lovingly on our side) and now the task has expanded to branding a new mall nearby, in addition to the other tasks and design requirements.

So of course I consult immediately with my clever clever wife (feeling like a tailor talking to a clever clever princess in a marchen by the Brothers Grimm) and she whips up over 30 names which I add to the ones I thought off and delivered it all to client.

So what's in a name?

A lot.

The brand (in terms of how it reads/sounds and how it looks) is the inital point of contact with the market, and you want to create a certain impression. Sensitivity to the target market is an absolute must, as you want to attract the right segment (since your invited merchant presumes a certain client mix).

With the influx of malls everywhere plus the fact that other non-mall buildings have appropriated similar naming conventions, there is a dearth of good names. How bad is it? Well, would you name your mall "The Podium"? I don't think so.

So we'll see if Pipe's approach, a mix of the obvious and the sublime, works.

Keep your fingers crossed.


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