by Devon Thomas Treadwell | Sep 30, 2011 | Branding Debacles, Naming
You almost have to feel sorry for Netflix. Once a towering paragon of transformative online business and delivery models, the entertainment giant has done a face plant. Netflix launched in 1997. Using an online ordering system (the “Net” in “Netflix”), customers could...
by Devon Thomas Treadwell | Jan 29, 2010 | Branding, Branding Debacles, Naming
Much has been written about Apple’s clumsy introduction of the iPad. But the hook to this story is not that a big company made a naming mistake. This happens, sometimes in large, visible cases. Nor is the story about alleged sexism at Apple. While it may be true...
by Devon Thomas Treadwell | Oct 7, 2009 | Branding, Branding Debacles, Naming
Kraft’s most embarrassing and painful new product introduction is now complete. In what has been dubbed an epic Vegefail, its new Vegemite + cheese spread will henceforth be known as “Vegemite Cheesybite.” More than 30,000 people voted for a winning...
by Devon Thomas Treadwell | Oct 1, 2009 | Branding, Branding Debacles, Line Extensions, Naming
Turns out the product will remain in Kraft’s Vegemite line, but will be renamed. That’s reasonable. However, Kraft says that it has culled a short list from names submitted during the contest and will–wait for it–conduct a survey and choose...
by Devon Thomas Treadwell | Sep 30, 2009 | Branding, Branding Debacles, Line Extensions, Naming
Kraft announced today that it is discontinuing its new iSnack 2.0 product. A line extension to Kraft’s venerable Vegemite spread–which has enjoyed decades-long popularity in Australia–iSnack 2.0 had a sad, short life characterized by a one-day...
by Devon Thomas Treadwell | May 5, 2009 | Branding, Branding Debacles, Naming
Communication is a two-way street. What’s sent isn’t always what’s received. So when you find out that what you’re sending is being horribly misinterpreted–to the point of angering people and potentially damaging your...
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