Comments on: Another branding failure http://blog.thefrontiergroup.com.au/2009/09/another-branding-failure/ Your peek inside the collective mind of The Frontier Group Wed, 01 Feb 2012 04:42:44 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Kirstie http://blog.thefrontiergroup.com.au/2009/09/another-branding-failure/comment-page-1/#comment-433 Kirstie Wed, 07 Oct 2009 14:16:49 +0000 http://thefrontiergroup.com.au/blog/2009/09/another-branding-failure/#comment-433 I like the "Vegemite Cheesybite" new name. That, to me, should have been the original choice. Much better name than iSnack 2.0! I like the “Vegemite Cheesybite” new name. That, to me, should have been the original choice. Much better name than iSnack 2.0!

]]> By: fitzy http://blog.thefrontiergroup.com.au/2009/09/another-branding-failure/comment-page-1/#comment-419 fitzy Wed, 30 Sep 2009 04:32:56 +0000 http://thefrontiergroup.com.au/blog/2009/09/another-branding-failure/#comment-419 I think it won't be too long before the name does indeed change. Not sure how they will spin it, but Mark is probably right. It will be seen as though they are listening to their customers. Well they could have done that before. Also I'm not sure why they feel they have to market only to that age bracket. Anyone could have seen the alienation of other markets with that sort of name. I think it won’t be too long before the name does indeed change. Not sure how they will spin it, but Mark is probably right. It will be seen as though they are listening to their customers. Well they could have done that before.

Also I’m not sure why they feel they have to market only to that age bracket. Anyone could have seen the alienation of other markets with that sort of name.

]]> By: emma http://blog.thefrontiergroup.com.au/2009/09/another-branding-failure/comment-page-1/#comment-418 emma Wed, 30 Sep 2009 01:22:32 +0000 http://thefrontiergroup.com.au/blog/2009/09/another-branding-failure/#comment-418 I heard someone in the media describe it as though an old bloke in a cardigan in the marketing department had come up with it, thinking it was totally 'hip'. <a href="http://twitter.com/MarkWeatherill" rel="nofollow">Mark</a> has postulated that they know the product is only going to survive for a couple of months, so why not go with a ridiculously fast-dating name. Personally, I think they're going for a 'New Coke' strategy, where, after public backlash against the new product, they re-market the original and claim they are listening to what their customers want. I heard someone in the media describe it as though an old bloke in a cardigan in the marketing department had come up with it, thinking it was totally ‘hip’.

Mark has postulated that they know the product is only going to survive for a couple of months, so why not go with a ridiculously fast-dating name.

Personally, I think they’re going for a ‘New Coke’ strategy, where, after public backlash against the new product, they re-market the original and claim they are listening to what their customers want.

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