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Today's TV shows, newspapers, magazines, billboards and media in general are generic reconstructions of numerous borrowed ideas, often communicating stale and redundant messages. Television shows have now been streamlined into a new genre of "reality-idol-panicky-eco-friendly-sexy-smart and politically correct",
all from the creators of another similar mess of over-used ideas and sub-plots. From video-trailer mashing to the recreation of comic books and old comedies, hunting season is now open.

Three Reasons

Low Entry Point: The global gut of advertising and web-based cyber-branding has made it necessary for big and small companies around the world to feel obligated to play the global marketing game. To accommodate such an appetite, the junior staff with enough training to know how to cut and paste graphics on the Internet is more than sufficient to launch a major advertising campaign. The new announcement would be an embarrassment if projected towards the global realm, yet in small, foreign markets within the domestic spectrum, the copied idea flourishes.

The Dilution: Amidst the massive jungle of competition between brands and identities, smaller firms are simply blinded by their short-term fireworks and are too mesmerized by small-scale success. If their project progresses into a larger, more noticeable venture and a trademark lawyer from the original party takes action, there is always the option of simply dropping the identity and assuming a new one. This is far too common, and explains why current name identities are stale and fail to carry much value.

The Value: The credibility gap in creative services have not only confused customers but have made them hesitant in pursuing the option of paying for high value creativity and branding ideas, something that would undoubtedly stand out as a trophy, in the midst of re-cycled, re-arranged metal.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com