Lone Landor naphephiliac Anthony Shore gets snarky on a name, and deservedly so. From the San Francisco Chronicle:
A camel named Jake wore a bush hat with the company logo. Five elephants formed a reception committee. A sea lion called Odie reclined in a golf cart. The scene in Vallejo on Wednesday morning looked like a cross between Noah’s Ark and “Jurassic Park.”
It wasn’t. Instead, the occasion was a rebranding ritual: Marine World is now Discovery Kingdom…
…”It sounds like the bastard offspring of the Discovery Channel and the Magic Kingdom,” said Anthony Shore, creative director of naming and writing at Landor Associates, a strategic branding and design consultancy in San Francisco.
“Discovery is a word that’s used a lot in the world of entertainment and theme parks, and kingdom is also hardly unique in the category,” Shore said. “They now have their work cut out for them — to help create more distinction from all of those other discovery brands.”
|Says Blandor the Imponderable: “My Willy hasn’t been this free in decades! Alas, I feel the pounding hooves of our PR Emergency Response Team in the corridor. Twas a brief dalliance… “|