She’s not done ‘kering’ yet!
… Ok, that’s it for the puns.
ThinkInk’s Vanessa Horwell recently sounded off in Luxury Daily on the renaming of French holding company Pinault-Printemps-Redoute (PPR) , but she isn’t done yet! This time, you can find her discussing the subject in her new article, “Will Marketers or Consumers ‘Ker’ About PPR’s Name Change?” on MediaPost’s Marketing Daily.
With PPR’s brand change being compared to names ranging from the frightening (North Korea) to the failed (Qwikster), Vanessa talks about the importance behind a name and the implications of changing it.
“Even after 65 years, the irony of the national rebranding is hard to ignore. There is nothing democratic about the imprisoned peninsular state. Nor is it a society structured around the peoples’ welfare. The CIA’s Web site describes its economy as “one of the world’s most centrally directed and least open, [facing] chronic economic problems.” Lovely.
Starting with its name and continuing through the present, North Korea and its bellicose rhetoric have largely been ignored. But nations aren’t the only entities in the re-naming business. Corporations and people do it too.”
Read more here at MediaPost. Have questions or comments? Share your thoughts with us in the comments section.