http://thebrandingblog.com/branding/descriptive-brand-names-are-dead-end-names/ information and strongly-held opinions concerning branding and positioning Wed, 01 Feb 2012 18:08:37 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://thebrandingblog.com/branding/descriptive-brand-names-are-dead-end-names/comment-page-1/#comment-34113 Sallie Goetsch (rhymes with "sketch") Mon, 28 Jan 2008 00:43:34 +0000 http://thebrandingblog.com/branding/descriptive-brand-names-are-dead-end-names/#comment-34113 There are certainly a lot of companies that have to re-brand because they've chosen too specialized a name to start with, but other descriptive names seem to last just fine. Look at "Office Depot." They carry a much wider range of products than when they opened in 1986, but the name still fits, because the tools we use in our offices change with the times. The name won't be obsolete unless people stop using offices. The Coca-Cola Company named itself after a single product, and at the time they invented it, the name was descriptive, though the drink no longer contains coca. They didn't feel compelled to change their name when they started selling Sprite or Dasani. There are certainly a lot of companies that have to re-brand because they’ve chosen too specialized a name to start with, but other descriptive names seem to last just fine. Look at “Office Depot.” They carry a much wider range of products than when they opened in 1986, but the name still fits, because the tools we use in our offices change with the times. The name won’t be obsolete unless people stop using offices. The Coca-Cola Company named itself after a single product, and at the time they invented it, the name was descriptive, though the drink no longer contains coca. They didn’t feel compelled to change their name when they started selling Sprite or Dasani.

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