Just a quick post today as I’m busy with lots of exciting projects right now!
You may have recently heard that Chevrolet sent a mandate that all brand communications should discontinue the use of “Chevy.” In a recent article from Ad Age, Al Reis discusses the value that a nickname brings a brand. He argues that, in most cases, it’s a good thing that consumers call your company by its nickname because they are familiar and comfortable with the brand.
Reis goes on to discuss many companies that successfully do business under two names (Coca-Cola/Coke, for example) and offers further proof that a nickname cannot be contrived by marketers (Radio Shack/The Shack) and be expected to catch on with consumers.
His formula for success? What he call’s the Marketing Trifecta: “In addition to its formal name, a brand should have 1) a relatively short nickname, 2) a word it owns in the mind and 3) a powerful visual. If you can accomplish all three, you have hit the marketing trifecta.”
It makes sense to me. But I can think of a couple brands where this doesn’t ring true because Reis’ trifecta doesn’t necessitate a positive connotation to the nickname.
Take Jack in the Box, for example:
- Formal name: Jack in the Box
- Nickname: Jack in the Crack (ouch)
- Word it owns: Jack
- Powerful visual: Big head with little hat
Do you have any examples of other brands that you think have hit the trifecta? Which ones fall short even though they have all the requisites?

Bingo!
My aunt is part of a team running in the St. Jude’s Marathon this year in memory of a friend’s son who lost his battle with cancer a few years ago.
In order to raise money for St. Jude’s, they are holding a Bingo Night in Town & Country, MO on September 10. Details are below if you are interested in participating.
Unable to join in the bingo fun but still want to contribute to a great cause? You can donate on my aunt’s St. Jude’s Marathon page!
WHAT: Fundraiser to benefit St. Judes Children’s Cancer Research Hospital
WHERE: Wellbridge Athletic Club Town & Country
WHEN: Friday, Sept. 10, 2010 5:30 to 8:00 pm.
WHO: Members and non-members are welcome (age 14 or older, please).
Minimum donation of $25.00 per person at the door for three bingo cards. Each card an additional $1.
Prizes for every game winner.
Food, snacks, drinks and dessert will be available for an additional donation.
We need to count heads for tables, chairs, etc. Please call or sign up at the WAC T&C front desk: (636) 207-3000
Questions? Call Jeanine @ (636) 458-9587 or email jdneu@msn.com
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Tagged as Bingo Night, St. Jude's Marathon, Town & Country, Wellbridge Athletic Club