Dick Corp. restructuring brings new name, new owner into fold [sic]
Dick Corp., the region’s largest construction company, is planning a restructuring that will bring a new name to the family-owned firm and give a nonfamily member an ownership stake. Instead of carrying the last name of co-chairmen David and Douglas Dick, whose family has owned Dick Corp. for more than 80 years, the firm is expected to introduce a new name, DCK Worldwide LLC, within the next few weeks, according to Nadine Lee, Dick Corp.’s marketing manager.
DCK stands for “Diversified Construction Knowledge,” according to an e-mail sent by a Dick Corp. executive to members of the local construction community. The e-mail also included an attachment with a new company logo. [entire article]
Nice spin, but “It’s a shorter Dick” would have sufficed.
Today, at the Web 2.0 Summit, Radar Networks is announcing an invitation-only beta test of its new “semantic web” application, Twine. The press release says:
Twine provides a smarter way for people to leverage and contribute to the combined brainpower of their relationships. “We call this ‘knowledge networking,'” said Radar Networks Founder and CEO Nova Spivack. “It’s the next evolution of collective intelligence on the Web. Unlike social networking and community tools, Twine is not just about who you know, it’s about what you know. Twine is the ultimate tool for gathering and sharing knowledge on the Web.”
It’s being touted as a The Start of Web 3.0 which is almost annoying enough to make me ignore it. However, Richard MacManus at Read/Write Web says “while the app isn’t ready yet for the public, I was impressed with what I saw in Nova’s demo.” He says:
The aim of Twine is to enable people to share knowledge and information. At first glance it is very much like Wikipedia, but there is a whole lot more smarts to the system. Spivack described it to me as “knowledge networking” — ie it aims to connect people with each “for a purpose”. It’s not based around socializing, but to share and organize information you’re interested in. Using Twine, you can add content via wiki functionality (there are many post types), you can email content into the system, and “collect” something (as an object, eg a book object).
Born in 1908 at Carnduff, Saskatchewan, Ernest Manning became the youngest cabinet minister in the British Commonwealth at the age of 26. His legendary common-sense approach to politics made him a popular favorite of the people as well as a formidable adversary in parliament.
His belief in recognizing the intelligence of the common person as well as his strong ideals of honesty, integrity and sincerity allowed him to retire undefeated, the longest serving elected leader in Canada’s history.
The Ernest C. Manning Innovation Awards program was named in honour of and under the patronage of this statesman whose own innovative ideas provided much inspiration during nearly half a century of public service.
Ben & Jerry’s ice cream – acquired by Unilever in 2000 – was a pioneer of faux-naif design, with its cartoon pictures of cows, clouds and daisies, smile-in-the-mind copy and child-like handwriting. Some see Innocent’s branding as an imitation of Pete & Johnny’s smoothies, which created the UK smoothie market in 1994 and adopted a Ben & Jerry’s, child-like style. Acquired by PepsiCo in 2005, the brand was renamed PJ Smoothies and relaunched with a cold, corporate look by Landor Associates, which failed to strike a chord with consumers.
It’s the job of drug consultants to create a name that’s not already taken, won’t lead to medical mix-ups and can help cut through the marketing clutter.
What makes a good name?
“A lot of it is more art than science,” said William Trombetta, professor of pharmaceutical marketing at St. Joseph’s University in Philadelphia. “There are certain letters that express power and control, like Z, M or P. Other letters, like S, are more passive. Depending on what the drug does, you want to give the name certain features.”
Want to sound high-tech? Go for lots of Z’s and X’s, such as Xanax, Xalatan, Zyban and Zostrix.
Want to sound poetic? Try Lyrica, Truvada and Femara.
Want to suggest what it does? Flonase is an allergy medicine that aims to stop nasal flow. Lunesta, a sleeping drug, implies “luna,” the Latin word for moon — a full night’s sleep.
Then there’s Viagra, the erectile-dysfunction drug made by Pfizer. It uses the prefix “vi” to suggest vigor and vitality. The word rhymes with Niagara, suggesting a mighty flow.
“You know exactly what Pfizer (PFE) was trying to say with that,” said Andy Valvur, senior brand strategist at Igor, a San Francisco branding company.
Drug names can suggest, but under FDA rules they can’t come right out and make medical claims. That’s why you won’t see TumorBeGone or CureAll.