Rebranding Gone Wild!

Thursday, 31 January 2008 at 5:00 am Pacific USA Time.

Marketworks, bought by ChannelAdvisor, is becoming Marketplace Advisor.

ChannelAdvisor Merchant, which is a system many of our clients like, will become Marketplace Advisor Premium.

I like CA, and you’ll catch me at at least one of their conferences in April, but I am reminded of a Kids In The Hall sketch I often invoke. It’s where a garage band called The Armada decides to change its name. They change it to, "Rod Torfulson’s Armada featuring Herman Menderchuk," leaving out the name of the guy who is the lead singer, guitarist, and songwriter. I love that sketch.

And I often think of it when I see things rebranded as longer things that may not really anchor themselves well in the minds of users and potential users. The band as The Armada was fine. Marketplace Advisor and it’s cousin, Marketplace Advisor Premium, are a mouthful and a half. They sound more like a contractual obligation someone promised someone rather than a really great, catchy name.

We’re working on rebranding The As Was Conference to something shorter, more memorable, and more POW. I wouldn’t make it longer. :)

Sorry, guys.

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Categories: That's Bad Marketing

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