A name to reckon with its meanings in different languages, the existence of similar expressions, the relationship with the products of the same gender, which should be easy to memorize and pronounce.

Create the name of a product, service, something that will win over consumers, is an alchemical process so complex that it would probably frightened the seekers of the philosopher's stone, partly because the name will be a decisive factor for the survival of a brand in the jungle of the market, the success or failure.

And that's why create it requires long and numerous comparisons between account and creative advertising agencies and companies who are confronted with all the problems mentioned above.

Take the case of the diversity of languages, the old "Jetta" from Volkswagen is not evoked virtually nothing in Germany but in Italy it was quite rare to come across a car which meant "unfortunate". And the "Bora", the same car? When he came out on the market in the Rome of the ironies about the degree of sophistication of its drivers is wasted. Fiat also has a similar case, with the "rhythm" that the British meant nothing less than "menstrual cycle". As a name for a child, even for a brand name will determine the personality of the product: this was the hub of the theory of "Star Strategy" of one of the fathers of modern advertising Jacques Seguela, who viewed the product as an individual with body, character, style and even sex appeal.

But if a person's name remains the same throughout life, there are cases of brands that have changed with the times is the salute to have pushed the historical chain of fast food Kentucky Fried Chicken "to elide its brand the "fried" and become an acronym, KFC, too much light in length.

Or a company can build a brand in its portfolio so strong as to be cannibalized: it happened to the Japanese "Matsushita" who recently replaced his name with Panasonic, the brand with which he was best known and widespread.

There may also be paradoxical cases of brands without logo (such as Muji, the Japanese term meaning "no brand"), or inventions from scratch vaguely confusing for the consumer (you know the names of U.S. Haagen-Dazs ice cream is made on a mere Scandinavian sound, able to evoke the European craftsmanship and freshness of those latitudes?). Still, there's an interesting strategy that was unveiled for the first time since Roland Barthes in his "Mythologies", concerning the names of household detergents: the philosopher remarked that the imagery evoked atmosphere built around them military and even war ( "attacks the dirt," "destroys bacteria", "defeats the limestone") which, for example, the name of Ajax, a valiant warrior of the Iliad, as a line of products for the home or the commander of the convict clean "Mr. Clean". The latest news on the subject, though, as always come from the web: the process of naming, usually long and costly, it can be done online, come to pass in. sites (like www.netsubstance.com) that have software able to process the words that want to associate with the new brand, and then analyze it and propose a set of names.

Certain names, finally, that have monopolized the common sense of the word or better yet replaced the content of the product. In the United States to get a copy asks: "Could I have a Xerox of this document? Rather than:" May I have Kleenex? "where clearly stands for Xerox for photocopying and Kleenex tissue. But even in Italy we are not free of these new" names "is now known that a cream with chocolate spread is not understood as" Nutella "rather than corned beef is more easily said "SIMMENTHAL" or that a markedly Gingle draws the product as: "if there is a drop ... ..?"

MM

A new and old friends, relatives, colleagues and collaborators, to all those who think they are the best ones but they are only presumed to those who have suffered the most and say "just had to happen to me" to all those who have always believed and now they have lost, those who have always said, I'm all for a while and then gave away a tear after the first heavy emotion, who did treasure the time spent and believes that the coming year will be to those who live by Christmas will think of more good or at least smile to a life that is never what you want but that is beauty! Season's Greetings!

Forthcoming publication in Optics Italian No December 2009, Massimo Maglione President Clicks Italy describe it is it is said "through advances and the next targets Clicks, describing the mission of Overal, growing company and pioneer in the optics market," creative ".
Happy reading!

In the age of majority has imposed the information to direct comparison against Tizio Caio, opposing argument, and the reader or the viewer, the burden of choice. Happens at the end of election campaigns, now it always does, on everything, everywhere. As part of the logic and the centrifugal force of the two political poles are imposed, the rush to deploy has involved more and more newspapers, TV, and voters. Result: every thing, person, program, the jury is without light and shade, critical or unbearable to be condemned or sanctify. This creates a double row of Martyrs and Inquisitors more or less professional, but always all over the top, and certain of their truth.
What's more, this clash blinding dark-hued everything there is less flashy, like the strong flavors erase more delicate ones. Opinions, positions, left without a helmet properly, without newspapers tones shouting and arguments tough, are relegated to the rear. The Berlusconi has had the side effect of his shadow, the antiberlusconismo. More and more people watch programs or read newspapers because they are already loyal to one of these two lines, and apply it to every event or problem. Those who manifest a disagreement by either party, ends handed to contempt, silence or instrumental to the praise of their opponents.
It is therefore wrong to the majority? Of course not. It is quite the crazy way in which the Italian policy did escalate into military bipolarity, complete with a curfew information. Each of the things that bring passion, even as we speak, is only justified in the context of our country gone mad: it says "nowhere else would a program like Annozero" and it is true. But it is also true that nowhere else is a premier addition to everything else that owns three private networks and affects the majority of public service, and nowhere there is a center that within 7 years Government has not made any law against conflict of interest or to release the Rai from party control, which obviously was convenient to him. Like drunks, our poles are held on each other.
As you know, in this landscape I find very little: as a journalist, I suffer when I see so many of my colleagues deny the evidence to support a party, or check the spot in a positive gesture of the opponent and only talk about that. L 'unit that always speaks ill of Berlusconi and the newspaper that talks are always good sides of the same coin. The awkward transmission Raiuno delivery of the first homes to the quake caused Aquilani investigations and reports in which it seemed that nothing had been done in the reconstruction. And when that same program Berlusconi has called Humbugs part of Italian journalists, none of the journalists following the transmission has found fault with this. Allegiance or sharing?
So how, when Santoro Annozero noted that before him nobody had aired an interview with D'Addario, the representatives of both political and journalistic sides remained in silence because no Tg Mediaset has interviewed? But also because he has not interviewed, say, the TG3? There was a written order or verbal? It has been accepted or immediately? Or more has been self-censorship? Someone I can talk without having to go through hero? And can tell some incident in which he was prevented from freely do his job to inform?
It is right and proper to fight for information freedom, but simultaneously we must be able to demonstrate that it is not, and that you are ready to take risks for it. If not, a protest serious danger of becoming yet another episode in the endless war between the Guelphs and Ghibellines majority of the Italian.

Kiss started since 1922

What connects Obama, Fracchia, Tom Cruise, Marilyn Monroe and the little man with the mustache? Nulla.Tutti Apparently, however, are or have been voluntary or involuntary testimonial of a product eternal. Some items on the identity card a bit 'creased, which has already passed the milestone of one hundred years, others are on stage for half a century, and still others have just celebrated the "door". Symbols "cult" that have become part of everyday life of ordinary mortals and celebrities (the Levi's 501), have created the phenomena of costume (Nutella) and gained a place in the vocabulary (the Risk). Then there those who, like the perfume Chanel No. 5, the seat bag and the Moka Bialetti's, has even earned a place at the Museum of Modern Art in New York. Lots of hidden histories and longevity strategies. Some have chosen to remain faithful to tradition, whoever has done little "facelift" and who, however, continues to change skin. No surprise, for example, the "loyalists" of Perugina Baci chocolates since 1922, appreciates the irregular and stocky, built (originally) by using the hazelnut crumbs derived from the manufacture of other products. If the chocolate is still the same, however, the name, packaging and communication have followed the fashions and trends of different eras. Enriched in messages of love and friendship through the scrolls, it was then imposed on young with the modern packaging tube and his message of strong impact ( "tubiamo?"). Changing tastes, even in terms of decor, but the bag is still the same chair on which he tried in vain to sit personified by the awkward Fracchia Paolo Villaggio, talks with the leader. Same size and same shape in the 40-year life of a design object that leads to exasperation, the concept of ergonomics and fit the human body. And the same manufacturer, the Zanotta Nova Milanese. The only touches of color were those outer garment. Instead it has already reached its fourth life, with four different owners, the classic "Superga 2570", from 2004 in the portfolio of Piedmont BasicNet. "From the mid-90s - the told to Marco Boglione - the model had changed. The structure had become more modern with a removable insole. We have located the origins, how it has always been since 1925, with the smell of rubber. " Here too, the game is on fabric shoes propped by Svarowsky or crocodile leather for the more chic or tricolor version worn by Piero Chiambretti at the Sanremo Festival in 2008. He's already 70 years old and does not show the weekly Mickey Mouse. If the fixed point is the covenant with readers that are finding their favorite characters, with the passage of time the mouse detective transferred to the palm of the nicest Paperinik, the superhero alter ego of Donald Duck. "It changed the language, which has absorbed the rhythm of television, as well as screenplays, which have become more complex and present - says the director Valentina De Poli, at the helm for two years - We have decided to pursue the original travel accompanying readers a course on "topolitana", with lines of different colors depending on the content. In the case of Risk, for example, the common denominator of many publications is "just" the game of strategy: in each version, in fact, change their target users, and setting the rules of the game (from ancient Rome to ' Europe on the eve of the 1st World War). Editions, then, ranging from the traditional box of the table, this simple, pocket-sized, up to the competitions online. He won the challenge of time also the grandfather of the historic Cup Motta. Since 1952, the year of birth, has kept intact pan and recipe. Distributed mainly by the channel "impulse" - on the beaches and bars - has continued despite sales volumes being publicized. Acquired the trademark from the multinational Nestle Motta, has survived oblivion about its origins: his past is only the year of birth. But if time has swallowed his story, in over fifty years the cup brown has never lost its market.