It's All In The Name

Branding and Names

In marketing, we learn the importance of branding. Branding basically means how you position your product or service which will influence the way your potential buyers will perceive the what you sell them.

A lot of branding lies in choosing the right name for your product, service or company. However, it is quite amazing how many of the major companies around the world are named.


How important is a name to you, the consumer?
- Will you buy Post-It notes from the Minnesota Mining and Manufacturing Company? What does a mining company know about stationery?

- Or a cup of cold root beer from Roy Allen and Frank Wright?

- Or a luxury sedan from a dude called August Horch?

- Would you trust Adrian Dalsey, Larry Hillblom and Robert Lynn to ensure that your important package gets delivered speedily and safely?


It's All In The Name!

Let's have a look at how some famous companies and products got their names - some may intrigue you, some may inspire, some are nonchalant and yet others might shock you!
Enjoy the read:

1- Accenture comes from the combination of the words "Accent on the Future" - very classy!

2- Adobe Systems got its name from the Adobe Creek that ran behind the house of the founder. That is going to be one popular creek!

3- Alta Vista is basically Spanish for 'high view'. Too high they lost sight of the competition?

4- Apple - Apple may have gotten its name from many sources. It could have been that apples are Steve Jobs favourite food; or it could have been that the name reminded him of the time he used to work in an apple orchard. I know, sounds like a total hoax! Some say, he loved the Beatles, and their recording label was Apple Records...it remains a mystery!

5- Carrefour means crossroads in French. Yeap, just like the crossroads we have to deal with everytime we shop, thinking of which hypermarket offers the cheapest prices!

6- Coca Cola got its famous name from the coca leaves and kola nuts used as ingredients. See, being a true blue fan, I'm disappointed I didn't know that!

7- Daewoo means 'Great Universe' in Korean

8- Danone is named after the founder's first son, DAN-ONE. Kinda like how my mum creates her e-mail passwords! Whoops!

9- eBay was a funny story. Its owner had his own consulting company named Echo Bay Technology Group. He wanted to create the website echobay.com, but as it was already taken, he went for the next best thing - eBay! I mean, seriously, thank God! eBay is easier on the tongue!

10- Haagen-Dasz does not have a meaning? No way! Way!! It was invented to create an aura of old traditions and craftmanship. So this meaningless name has become one of the most meaningful comfort food ever...interesting!

11- Harpo is Oprah spelt backwards. Heck, she can spell her name backwards, frontwards, or sideways, she'd still be a legend!

12- Hitachi means the sunrise...how very sweet - inappropriate, but sweet nevertheless.

13- Hotmail got its name because its owners and creator wanted to have the term HTML in its name - see how the greatest minds think simple?

14- Hyundai represents 'modernity'

15- Kia Motors translates to the Rising from Asia

16- Lego is the combination of the Danish words 'leg godt' meaning to play well. Well played!

17- Nike was named after the Greek Goddess of Victory...wow!

18- Pepsi is named after the enzyme 'pepsin'. Oops, losing me with all the scientific jargon!

19- Reebok comes from the African antelope, rhebok - bulls eye!

20- Samsung means 3 stars in Korean - not very ambitious now, are we?

21- Sharp, named after the company's first product ever, a sharp pencil. Oookay then, I guess it's good that they decided to venture into bigger and better (and money making!) stuff!

22- Shell comes from the fact that the establishing company used to import sea shells from Japan before they went on to their little oil project.

23 - Six Apart was named after the fact that its owners were born 6 days apart!

24- Virgin got its name when Richard Branson (Sir) received comments from a few girls on what to name his company - "Call it Virgin" they said, "as we are such virgins at running a business"..and ta-da the birth of the billion-dollar name!

25- Volvo means 'I roll' or 'I turn'. I roll? Sounds totally '80s! Totally!
26- Yahoo! got its name from the term yahoo (duh!) which was coined by the author in his book Gulliver's Travels. The term means a person who is repulsive in appearance and barely human. The founders thought of themselves as yahoos, hence the name.

...and in case you were wondering,Dell, Honda, Ferrarri, Colgate, The Walt Disney Company, Kawasaki, Schick, Chevrolet, Maggi, Casio, Mars, Taco Bell, Chrysler, Bosche and McDonalds, are all named after their founders.

Revisiting Branding Lesson 101
So, that makes me wonder, really, is it that important, that we give our companies the most unique, creative and extraordinary names we can possibly come up with? Can't we just pluck a name from the air? Or probably just take a part of our name and make it into that of a company's? Does the name really determine whether we succeed or not? Time to revisit my MBA lesson on Branding 101...

Sharmila is the CEO of the Professional Excellence and Lifelong Learning Centre. All the opinions expressed here are of her own, based on her personal experience. She welcomes feedback at sharm79@gmail.com

7 Tips To Improve Your Business E-mail Writing Skills Today

"Aarrrggghhh!!" is what most people say, think and feel when it comes to writing - especially business writing. Most of us (I definitely do not refer to those avid journal writers who would die if they couldn't pen in their Dear Diary for a day), cringe, wince and whine at the mere thought of having to draft a letter, formal e-mail, proposal, or worse...(worse for me, anyway) the minutes of a meeting. Yes, we dread those days, but unfortunately, if they pay our salaries to write, then write we must...and with all the technology we're surrounded in today, e-mail seems to be the most favoured formal communication method.

7 Tips to Improve Your Business E-mail Writing Skills Today

1- Begin with the key point
Before starting to pen down your thoughts, always remember this. Imagine that you're in deep slumber at 3.00am and you are (rudely) interrupted by a phone call. How would you feel if the call is a prank call, with no substance. You'd get really mad, and probably slam the phone even before you've heard why the caller has called. Writing is very similar. Everytime you write an e-mail to someone, remember to appreciate the value of the recipient's time, and get straight to the point.

2- End with class
On the other hand, you wouldn't want to end your e-mail in a rush. It will make you seem unprofessional, and like you are someone who just could not care less. When writing an ending to an e-mail, always remember this tip. Imagine that you're giving someone some bad news. You could go outright and just say it, "Ali, your grandma is dead" (bear in mind that this might kill Ali too!) OR, you could ease into it, "Ali, I'm afraid I have some bad news for you. I just heard that your grandmother has passed on. Please let me know how I can help". See, that sounded much better. More often than not, even in life, the message remains the same - the trick lies in how we deliver it. So when ending an e-mail, do it in style.
- Offer your assistance
- Provide a number you can be contacted at
- Offer to provide the recipient with more information

3- Cut the short forms, tq!
When writing informal e-mails to friends or when chilling out at the chatroom, short forms are allowed - in fact, they are encouraged. In fact, if you don't use them, you're just not cool enough! Well Newsflash, Mussolini, short forms should be reserved for informal emails only. I actually had a lecturer once tell our class that she would immediately delete any emails written to her with short forms (bad grammar and spelling too, but you get the point.) Examples of short forms that we usually use in SMSes, and probably out of the force of habit, may accidentally insert into our formal e-mails are:
- Pls (Please)
- Thru (Through)
- Wif (With)
- Other contractions (can't, won't, mustn't, she's) - write them out in full (cannot, will not, must not, she is)

4- Emoticons, NOT! :(
We have to admit - emoticons make us sound human in that otherwise cold SMS or chatroom. It gives us character and personality and adds that much needed spice in every conversation. So here's the thing - emoticons are a big NO-NO in the world of formal business writing. I mean seriously, imagine reading a job resume filled with emoticons. If you find that preposterously annoying and unacceptable, then imagine how the recipient of your email feels when he/she sees all these emoticons 'adorning' your email. You have to be able to manipulate words to make them sound happy or sad or angry or demanding.

Instead of this:
"See you tomorrow :)"

Try this:
"I really look forward to our meet tomorrow"


5- Good writing is like a vacation - too short and it is not enough, too long and it gets boring!
It's absolutely true! In business writing, long emails are considered unnecessary and a waste of time. Emails which are too short are mistaken as less important. So, it should be just right. I'm sure you've heard of the KISS concept (Keep It Short and Simple). Make sure that your emails are to the point, in that it must deliver the message clearly, but do it in a concise manner.

6- Don't put it all out there
When we speak, it is imperative that we put the right emotions in the right places. Pausing for effect, speaking faster if you receive the non-verbal signal that the person you are speaking to is in a hurry, ditch the topic if you see the person in front of you starting to become uncomfortable. However, we do not have the privilege of sight when writing to others, so we use the common principle - Practise Professionalism. Keep your sentences short, and try to eliminate words, phrases and sentences that might sound too emotional.

For example, look at this paragraph:
"I am so terribly sorry about the mistake I made in the letter. As you know, I am not well, and that may have reflected in my writing. You know that I am very professional in my work, and I hope you know that I will not let this happen again"

How did that sound?
It would sound perfect if you are saying this to someone standing in front of you, but remember, you do not have that privilege. In this instance, it would be much better and personal to just pick up the phone and say all you want to say instead of writing such a long piece - plus, it sounds rather unprofessional to be laying all your emotions on the table.

Read this instead:
"My sincere apologies for overlooking the error in the letter. Please find attached the amended version"

What did you think of that? Short, to the point and classy. Aim for that effect.
A good tip is to re-read your email, and ask yourself these questions if you're unsure if a particular word, phrase or sentence is required:
1- Is this necessary?
2. If I eliminate this word/phrase/sentence, would my message be affected?

If you answered NO to both, then you know what to do.

7- Practise the KERR system everytime you writeKey points - In the first paragraph, head straight to the point.
Elaborate - In the second paragraph, elaborate more on your first point.
Recommendation - In the third paragraph, recommend an action that the recipient can take.
Request for action - In the fourth and final paragraph, let the recipient know what you expect from him/her

Let's say you wish to send an email to the Human Resources Manager of a Company, requesting for a status update of your job application.

Your email can sound like this:

Dear Ms White,

I am writing to find out about the status of my job application dated 12 February 2011. (K)

I applied for the position of a Sales Executive, and have yet to hear from you. (E)

Should you require more documentation from me, or if you wish to see me, I am contactable at this e-mail address or at 0121234123. (R1)

I would appreciate if you could update me on the status of my application by the end of the day. (R2)

Thank you

Writing is not as difficult as we think it is.
Remembering and putting these 7 tips into practice should help.

Good luck!

If you wish to improve in your Business Writing Skills, give us a call at 03 2149 9382 or drop us an email at courses@pell.com.my and ask us about our Business Writing Solutions. Alternatively, you can read more at our website http://www.pell.com.my/Business-Writing-Skills.php

What We Can Learn About Leadership from Mona Lisa Smile

I wouldn't categorize myself as a 'die-hard' fan of Julia Roberts, but every so often, we chance upon an actor or actress that just shine in their role. They do not try to hard to play the part, but somehow, their acting simply resonates with your inner being. You start feeling like you're in their shoes, and you start rooting for them. For me, these talented individuals include Gerard Butler in 300, Russell Crowe in A Beautiful Mind, Meryl Streep in Julie and Julia...and Julia Roberts. I think Julia Roberts' movies are life-transforming - Erin Brockovich was inspiring; Eat, Pray, Love was refreshing; and Mona Lisa Smile was what made me want to break the norms of conventional education and teach my students that being different is something good.

About Mona Lisa Smile
This movie depicts a story about tradition, values and one’s own principles. Set in 1953, this movie revolved around Katherine Watson, an art lecturer who was hired into Wellesley College, an all-girls college which values tradition and beliefs. Katherine was very anxious for her first day in class, and her students didn’t make it any easier when they had come to class, with full knowledge of what is taught, as they had memorized the entire textbook.

Katherine thought this very unusual, and she felt intimidated by her students – the students were as such because they were conditioned by their families and college traditions to act the way they did in the classroom. Katherine came back to class the other day, with art that students had not seen before. This act surprised the students very much, as they were not used to a new challenges, and as this was not the norm.

Katherine moved on, treating her students with respect and friendliness, trying to pull them away from the norm of the concept that women’s priorities are to be a good mother and wife. She strived to teach the students that there is more to life than meets the eye, or than what they were supposed to believe about themselves. Katherine also had to fight the college’s age old traditions with her principles and beliefs, by having to go against her colleagues, the principal and the board of directors.

Leadership and the Symbolic Frame
When this movie is looked at from the Symbolic Frame point of view, the question which can be asked, is that of whether Wellesley College was looked at as a theatre or a temple?
Katherine Watson had a very controversial student in her class named Betty Warren. Betty was also influential as her mother is in the College Board of Directors. It was obvious that Betty showed no inhibition to display her power many a times. In one instance, Katherine Watson was teaching a class, and in barges Betty Warren with all her pomp and glitz, making an impressionable entrance back to school after recently tying the knot. The conversation was as follows:

Betty Warren – “Don't disregard our traditions just because you're subversive”
College as a Temple - Here, Betty is reminding her lecturer that college traditions should be respected, and not simply gone against as pleased. Betty got married, and that is an important element in a lady’s life – becoming a good mother and wife – and she expects Katherine to respect that
Katherine Watson : “Don't disrespect this class just because you're married”College as a Theatre- To which, Katherine responded as above. Katherine sees the college as a theatre, where she is playing the role of a lecturer, and Betty and the other students, playing the role of students. And no matter who Betty was or what she did in her personal life, in Katherine’s class, she should be a student.

Katherine Watson, the Symbolic Leader

Symbolic leaders like Katherine can be identified through their leadership by example, symbols, vision and stories. Katherine always told her students to “Look beyond the paint”. She has always wished to instill in her students that the image created about them by their forefathers are not necessarily true today.

She wanted the students to look beyond the paint to value the art better, to look beyond what they feel they are worth and see what they are truly worth, she wanted them to look beyond the surface of their image, and look for more challenges in life. She did this by encouraging their thought processes and by asking for feedback.. She proved that her action was louder than her words, when she decided to leave Wellesley to seek new challenges, and not to conform to the role the college had about her.
Katherine also often communicated her vision to her students. "I thought I was headed to a place that would turn out tomorrow's leaders, not their wives" she often chided, to remind her students that not only men can be leaders; that as women, they too must understand and embrace their birth right to be leaders. In 1953, an era which saw women as doting mothers, prim wives and proper ladies, the idea of women playing the role of leaders was unorthodox, unheard of and simply wrong.

Katherine did not see anything wrong with that, except for the fact that the college, an institution of education, was more focused on ensuring this tradition is kept alive, instead of educating the students to think and decide for themselves. Katherine spreads and communicates her vision that women can be good mothers and wives, but women can also focus on career at the same time.
Katherine Watson was a symbolic leader in many aspects

Sharmila is the CEO of the Professional Excellence and Lifelong Learning Centre. All the opinions expressed here are of her own, based on her personal experiences. She welcomes comments at sharm79@gmail.com