I was contemplating writing a post about the brand name choice of the new Vegemite product.
It seems this one sums it up perfectly though, so feel free to read about the naming failure of Vegemite iSnack 2.0.
Another branding failure
September 29th, 2009, by AdamWe are a Perth web design and web development company and this is our blog. We specialize in building web applications with the Ruby on Rails framework. Jump to the Ruby on Rails category or contact us.
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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.
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 like the “Vegemite Cheesybite” new name. That, to me, should have been the original choice. Much better name than iSnack 2.0!