The Artist formerly known as “Dave360”
Have you noticed lately how many products are appearing with the “360” suffix? Apparently, “360” is supposed to imply a “full circle” awareness of whatever prefix it’s appended. But, doesn’t traveling 360 degrees really bring us back to where we started?
Guess “Brand_Zero” doesn’t carry the same impact. Or does it?
The quickness with which Marketing Departments leap on trendy titles never ceases to amaze me. Stick around long enough (as I’ve been fortunate enough to do) and you’ll spot the pattern:
First, an Early Influencer emerges with a new style of name that evokes a vision of a hot technology or trend.
Next, entities obtained through Mergers and Acquisitions will be rebranded with “me, too” titles.
Then, Industry Stalwarts will be convinced to tag something to their established Brands in hopes of convincing some untapped demographic that they’re as timely as anyone.
Finally, a new round of Early Influencers emerges, setting the new trend and instantly making the former tagalongs appear stodgy and dated.
The way I figure it, the only people benefiting from such rebrandings are the Logo Design folks and Business Card Printers…
It also seems to me that modifying a Brand to capture a trend only guarantees the process will have to be repeated again and again, as each respective trend falls out of style.
But, I’m not a Marketing Consultant – just a casual observer.
Let’s look back for a minute and consider a scenario in which personal names are similarly modified to reflect past business fads:
Born: Dave Pluke (yawn)
DavePC (‘cause the full name was just too long and PC’s are selling like hotcakes)
AutoDave (who doesn’t like automation?)
WinDave (peacefully coexisting with the latest Operating System)
Dave Pluke .com (jumping on the Dot Com bandwagon – just in time for the bubble to burst)
eDave (proving I’m eCommerce friendly)
Dave_i (now, with full Internet capability)
Dave98 (Dave-for-Workgroups just didn’t roll off the tongue)
Dave 2000 or Pluke, Millennium Edition (ready to transition y2k without crashing)
Dave Pluke 2001 (whew! We really did make it!)
Davester (pick your proper name or noun – add “ster” – it’s fun!)
myDave (Social Media influence creeping in)
YouDave (less ego-centric than the previous incarnation)
faceDave (PLEASE “Like” me…I need to be liked)
mDave (the Dave Pluke Mobile App you can take anywhere)
iDave (a stylish, but proprietary, version – priced accordingly)
dp (much easier to Tweet)
angryDave (not an industry trend – just me after a Green Bay Packers loss)
DaveCloud (now, distributed and fault-tolerant)
DaveP (a nod to mixed case SaaS conventions)
DavePluke360 (well rounded)
And, finally (until next time):
DavePluke365 (‘cause Microsoft thinks Days per Year trump Degrees in a Circle)
On second thought, you can just call me “Dave”.
If I’ve missed any, please let me know.