Jesse de Agustin, Methodology Advisor, Facial Coding, emonalytics, inc.

The human face reveals what occurs on a subconscious level and understanding emotion allows marketers to create stronger brands that engage their audiences. Emotion research is so far reaching that it also gives us telling clues into deceit, and a person’s genuine beliefs and

"The name is Bond, James Bond," said Sean Connery, Roger Moore, and Daniel Craig, among others, countless times in film, as part of the famous 007 series. An ideal name for a secret agent. A name and line not easily forgotten, as brands and taglines should be.

And then, there are some names you’d like to forget, but can’t, especially if they are associated with personal injury lawyers, who probably "suk" even more than trademark lawyers (who merely have been dubbed the most basic figure), right?

Well, using Dan’s post from Friday, as a catapult (or, perhaps a hole-digger) for discussion, I’m thinking the jury is still out on 3 being the magic number, at least as it pertains to the 3 letters forming a rather rare surname (Suk) and the same number of words forming a curious (and hopefully misdescriptive) law firm name (Suk Law Firm), so, sorry Dan, I’m not sure there is any way to pull a rabbit out of the hat on this troubled tripartite branding combination:

Seeing the signage here, I’m thinking that any new or temporary receptionists at this law firm automatically require more intense phonetic training than your average law firm receptionist. In fact, this little gem (hat tip and photo credit to Max) probably rivals those spotted by Mark Prus in his recent guest post entitled: "Name Development Faux Pas, a.k.a. What Were They Thinking?!"

Ironically, the tagline for the Suk Law Firm is composed of these 3 words too: "Think About It."

So, I’m assuming they followed their own advice and did, but nevertheless, it probably came down the same way the Drury Inns name did, since the surnames in question no doubt have a great deal of goodwill associated with and emotional attachment to their founders. Might a naming consultant, nevertheless have said, forgetaboutit?

In any event, one of the things I’d be inclined to think about is how the brand name might sound when spoken, especially in a world where word-of-mouth marketing is key, and also how it might be perceived by those in the relevant public, given the possible truncation from its four-letter cousin. Apparently Suk, when the surname meaning is intended, sounds like "cook" or "book," not "pluck" or "stuck." Oh, the things phonetic punctuation symbols can and should be used to do, to help guide the intended meaning by signaling long and short vowel sounds! 

On a related note, it reminds me of the unintended meanings that can result when critical spacing is omitted, as was the case, between the branded words "LA  MER" to yield LAMER.

Although mispronouncing the Suk surname may be bad enough, when one examines the derivation of the name, it doesn’t appear to improve much on the meaning front either, since Suk apparently is not only a nickname for a "powerful, unyielding man," but also a "stubborn, awkward one". Hmmm, it’s all beginning to make sense now.

For those with any modicum of lingering interest, the Trademark Office’s treatment of SUK appears below the jump.


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Jack Cuffari, Jack Cuffari Consulting and Brand Smacks Blog

I know – a catchy title for a blog, eh? It’s actually the title of a treatise by Erasmus of Rotterdam, and no, he wasn’t the Wharton grad behind the recent boom in Netherlands-based financing. Sounds like it can’t possibly have anything to do with business, after all business doesn’t appreciate folly, which by definition is:

1 : lack of good sense or normal prudence and foresight
2 a : criminally or tragically foolish actions or conduct b obsolete : evil, wickedness; especially : lewd behavior
3 : a foolish act or idea
4 : an excessively costly or unprofitable undertaking

From the Middle English folie, from Anglo-French, from fol fool.

If I was indeed praising folly, definitions 1, 3 and 4 would be red flags for those readers who come to this esteemed blog seeking tips that will ultimately make them more successful business people. Right? Isn’t that your goal, at least from 9 to 5 or whatever workaday parameters your particular career may dictate? Because if it isn’t business information-driven, it’s entertainment or some esoteric thing, and dude, there are only so many hours in a day.

Well, as Einstein said, you have all the time that there is. But then again, he never read Drucker. And what I intend to discuss, or at least rant about, is not truly folly. It may very well be treated as folly by many in the business and attendant financial communities, but it’s not truly folly. Its value may often be neglected by the majority of marketers (although never the big dogs), but it is not actually folly per se.

It is the acknowledgement that between the light-speed rapidity of technological advancement and the analytical, logic-driven business school culture of the Information Age, an unhealthy and profoundly limiting paradigm has now become dangerously obsolete, but is still being worshipped: I call it the Left Brain Only model.

In the Left Brain Only business world, all that matters are analytics, number crunching, logic systems and hard data.


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Building a packaging brand seems simple at the outset. The only problem is you have to understand what the consumer wants and expects in their product packaging. That consumer is on the move too. They are time crunched, overworked and overwhelmed with information and even worse you have only 2.6 seconds to convince them to pick up your product for a closer look. So how can you "connect your message" with the consumer?

The package has an immense role to play. Besides transporting, protecting and keeping your product secure consider what other things the package is doing simultaneously: educating about what’s inside or how to use the product, helping the consumer to make an informed purchasing decision, making it convenient and easier for the customer to use, providing a sense product integrity and trust in your brand. Heard enough? Can your package meet these criteria?

It’s the emotional connection that builds today’s brands. How you make that connection is what separates successful brands from those that fail to make the grade. The package needs to "engage" the consumer by clearly stating value, benefits and reasons why a consumer should make the purchase. How will purchasing the product make someone’s life easier? How easy or convenient is it to use? How does it mesh with the consumer’s lifestyle? And most importantly, what’s in it for the consumer once they make the purchase?

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotional descriptors that your packaging must convey. Does your packaging Engage, Evoke, and Engross the consumer?


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