Monday, March 26, 2007

General v/s OGeneral

From this post I discovered that Fujitsu has a brand of air conditioners called General, which the layperson refers to as 'OGeneral'!

The post also goes on to wonder why Fujitsu hasn't done much to correct the error that the layperson is, obviously, making by referring to the brand as OGeneral? Simple answer: OGeneral is a more memorable name than General. Clearly the layperson has taught Fujitsu a thing or two about brand naming. I mean, it doesn't take much of a brand namer to tell you that General is hardly a distinct brand name for anything.

In fact, I wonder why Fujitsu, which in itself is such a nice brand name (with strong consonant sounds like 'j' and ts'), decided to go with something as flat as General? (They could well have called it Fujitsu.) General is, well, a general brand name. OGeneral on the other hand is quite unique.

Oddly enough, I don't see the reverse 'G' in the logo that Brandnama is referring to and I'm not quite sure why people chose to see what is clearly General as OGeneral? Strange, and instructive, what people see in a logo, which in itself is a lesson logo designers and people who don't care much for research would do well to make a note of.

Speaking of logos, what does make this very general brand name called General stand out is the dotted 'A'. A simple little touch that elevates what is a very pedestrian brand name, stylishly. (Apart from, of course, the invisible to me but not to the layperson 'O'.)

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