Do you remember when you had to choose a home loan? Or car insurance? Or a printer? Did you go online? How many choices did you have? Did it make you happy having those choices? Barry Schwartz says it didn’t.
Well, you might call your company SICK if you were German and your customers didn’t speak English… You might if you didn’t think of ever entering international/English speaking markets.
However, these guys have actually built a very significant business in the US and many other overseas countries, so they might argue it makes no difference whether their business is SICK, SLICK or SCHMICK.
When a business is doing well, marketers with ideas about branding (or anyone else who wants to implement change) will struggle to get a hearing. Even more so if the changes proposed are seen to be cosmetic.
Let’s face it, the impact is hard to prove upfront. Would SICK be more successful if they used a different brand name in English speaking countries? What do you think?
Innovation is exciting. If you feel like having a look at how we could be interacting with computers in the future, have a look. Thanks to Will from Marketing Results for the tip.