If you're a student of branding, you might have drawn the connection between the latest sucker punch to hit the world of finance, and the name of the person allegedly behind it. This got me thinking about brand names, too, and the success of those that incorporate something of what they stand for in their crafting. It brought to mind examples like Pampers, Direct Line and LoveFilm. Intuitively there's something right about this concept, and the brands themselves are testament to its virtue. It's said that people's names can have a significant impact upon how they become perceived - and indeed, their success or otherwise in life. There's a counter argument to this, which can be found in Yellow Pages, where lives a thriving community of contradictory epithets and professions. Just take accountants, for example - there's a Conn, several Swindells, and even more Robbs. There's a plumber called Leak in Loughborough, and an Electrician called Short in South Humberside. One wonders if potential customers are in any way deterred by the subconscious messages such names must send out. One of our kids this term got a new teacher called Miss Kane, and has been treading very carefully, I can tell you. There was a dentist called Mr Payne in the local practice where I grew up - to be avoided at all costs! And so full circle to Mr Madoff. Bad enough as it reads... even worse when you discover it's pronounced 'Made Off'. Now does that sound like a good place for your money?
