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Long before the advent of air conditioning, ice cream, sherbet, and their frozen cousins provided edible relief for summer heat — if you were rich enough to afford them. Today, these icy treats are democratic and diverse, and their names, both generic and trademarked, tell rich stories about language and history. Here are some of the tastiest.
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In mid-March the convention and visitors' bureau for Cleveland, Ohio, unveiled a new branding campaign for the city of about 400,000. The campaign, developed after "years of research" and many focus groups, had a theme, a logo, a website, and a hashtag. What it didn't have, the bureau insisted, was a slogan.
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Easter, which this year falls on April 20, is an important religious holiday for millions of Christians. It's also a major candy holiday, now second only to Halloween in the United States. But there's more to Easter candy than sugar and food dye: there's also some fascinating linguistic and brand history.
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In February, Nokia announced a new hybrid device called Nokia X. No, the name is not a generic placeholder until something catchier comes along. It's the official name of the phone. Mysterious and austere, simple yet highly symbolic, the name is representative of a dominant branding trend of our era. In nearly every category of commerce, X marks the spot.
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During Hollywood movie-awards season — which culminates this year on March 2 with the Academy Awards show — honors are handed out for acting, editing, visual effects, music, makeup, and costumes. One category, however, has never had a chance to shine: the often creative, sometimes wacky names of film production companies.
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How to choose the most important brand names of a year? Some lists emphasize companies' value, others sales volume, and still others ad spending. I look for brands that are newly prominent or notable in the last year. Then I factor in the brand names' linguistic significance and the degree to which they represent naming trends or breakthroughs.
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