Thursday, 9 April 2009

Connected communities week 6

The search for a title continues. It is one small and seemingly insignificant part of a project but a title or name can have such a big impact on a product service or person. Certain celebrities maintain that they would not be as successful if they hadn't reinvented themselves with a new name. If a title doesn't fit people will not engage with it. There was a public out cry when Kellogg's decided to change coco pops to choco rocks or something along those lines. Why? because people all over identified and loved the name? Was it down to habit and recognition? I am doubtful, I do not remember the same reaction when marathon bars changed to snickers, maybe because I had no love for the chocolate bar I didn't really care, that being said I had no great affiliation with opalfruits, but remember being very annoyed when they turned into starburst overnight. I don't think I have bought a packet since, not on purpose, it hasn't been a conscious decision to boycott the new branding, it is just that maybe somewhere deep inside my subconscious I do not see myself as a starburst person, I'm more of an opalfruit?
What I am trying to get at is that a project title is just as important as a persons name or brand of sweets. Branding, slogan and tag lines have become so important that in order to get anyone to sit up and take notice of anything you do it must be packaged in the correct way. To secure funding or proposed project must be branded and packaged in the correct way if it is going to stand out and be memorable. A snappy title with a stickiness factor is a good start.

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