Comments on: Brand Naming: Get Happy http://www.thescienceofmarketing.com/index.php/messaging/brand-naming-get-happy/ This site and its comments reflect our approach to the world, that while marketing is definitely an art, it must also be underpinned with reason, logic and science. Mon, 30 Aug 2010 22:49:05 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Jeff Gwynne http://www.thescienceofmarketing.com/index.php/messaging/brand-naming-get-happy/comment-page-1/#comment-5013 Jeff Gwynne Wed, 14 May 2008 10:11:27 +0000 http://www.thescienceofmarketing.com/index.php/messaging/brand-naming-get-happy/#comment-5013 Paul- Your industry sounds like "Highlander V". There can only be one. Jeff Paul-

Your industry sounds like “Highlander V”. There can only be one.

Jeff

]]> By: Paul Chandler http://www.thescienceofmarketing.com/index.php/messaging/brand-naming-get-happy/comment-page-1/#comment-4948 Paul Chandler Wed, 14 May 2008 02:36:49 +0000 http://www.thescienceofmarketing.com/index.php/messaging/brand-naming-get-happy/#comment-4948 I'd settle for a ball that reacted well to my putter. Acquisitions that result in changes in direction are plentiful...in the scrapheap. At least in my industry. Barclays acquired Equifirst--a subprime lender--and now that lender is trying to re-invent itself as an FHA lender. Cerebus acquired Option One Mortgage with the company moving into the FHA direction. That move failed and the deal with HR Block fell by the wayside. Merrill Lynch acquired First Franklin, another subprime lender, from National City Corp. They tried to remold it and it failed and that actually led to the dismissal of the CEO of Merrill Lynch. It seems to be an unusual and expensive way to reach out and re-brand. Unless, they prefer to have failed experiments not associated with their good names. The Bank of America transaction to acquire Countrywide is taking an interesting path. Stay tuned. I’d settle for a ball that reacted well to my putter. Acquisitions that result in changes in direction are plentiful…in the scrapheap. At least in my industry. Barclays acquired Equifirst–a subprime lender–and now that lender is trying to re-invent itself as an FHA lender. Cerebus acquired Option One Mortgage with the company moving into the FHA direction. That move failed and the deal with HR Block fell by the wayside. Merrill Lynch acquired First Franklin, another subprime lender, from National City Corp. They tried to remold it and it failed and that actually led to the dismissal of the CEO of Merrill Lynch.

It seems to be an unusual and expensive way to reach out and re-brand. Unless, they prefer to have failed experiments not associated with their good names. The Bank of America transaction to acquire Countrywide is taking an interesting path. Stay tuned.

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