Choosing what to call yourself online may seem frivolous and an opportunity to create a form of ‘alter-ego’ but its impact shouldn’t be underestimated. What you’re known as online can have a major impact on how you are perceived.

Far from being online identities, Twisty Poi, Sex Fruit and Stallion were all blocked by real-life officials when applications were made to register new-borns with these names, primarily because it was deemed such names were likely to create ‘social hurdles’ for the children as they grew up.

Nine year Talula Does The Hula From Hawaii (who’s actually from New Plymouth) might agree with the officials’ stance given that she was so embarrassed by her legal name she petitioned to have it changed ‘K’ instead.

Intentionally or otherwise, the name we are known by can elicit thoughts and emotions in others that may open doors or slam them shut. Hence the reason most of us think carefully before naming a new arrival Violence or Benson and Hedges (twins) – both genuine name applications! But thinking carefully when choosing a name is something many of us fail to do when we blithely create an identity on social networking sites and internet forums. Read the rest of this entry »

Children’s clothing retailer Pumpkin Patch and Air New Zealand have both announced they intend to extend their markets by venturing into what could be considered ‘cheaper’ products and services.

Pumpkin Patch is set to launch a ‘discount’ brand of its own and Air New Zealand has announced it will be teaming up with ‘budget’ carrier Virgin Blue to extend its trans-Tasman and routes across Australia. 

It begs the question – why would either provider of ‘premium’ products and services consider tarnishing their brands by moving into the ‘budget’ market? Will they cannibalise their existing customer base and find their more up-market sales suffer?

In my opinion, no. The beauty of brands is that they exist in their own right when managed effectively. Just look at car companies. They’re experts at providing vehicles that meet almost every price-point and user need, from ‘bottom-end’ cheapies to luxury vehicles, highly successfully.

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