If you can’t say “Henry Wadsworth Longfellow” without repeating the last two words and chuckling, we may have found a name you’ll love. The name of this furniture store comes from the founder’s family name, but c’mon. And mind you, this is not a “one off”, this name sits proudly in large letters on over 300 brick and mortar stores throughout the southeastern U.S. The name? Badcock. Yes, Badcock.

Our question is, with that last name, how do you make reservations for dinner, hotels etc? Would they page you at the airport, or refuse? Would you have trouble getting a credit card? So is this name just crazy or crazy like a fox? Given that the name is sucessful and hasn’t hurt business one whit, does that give you added courage when choosing your own company name? Does it drive home the point that consumers aren’t literalists and a good laugh is good for business? Or does it just mean the conversations you’ve been having with your favorite sweater could be relevant and meaningful? Probably the latter.

Audi’s latest print ad campaign reads thusly:

The Audi A6, 2005 World Car of the Year, demonstrates progress through intelligent design and imaginative engineering.

I drive an A6. Does “intelligent design” mean that God is my copilot? Since mine is in the shop every two months, I may have missed that option on the contract. And the Audi tagline, “Never Follow”, would seem to contradict the religous implications of the pitch. Opposing messages like these are just bad branding.

The mystery intensifies with the claim of “2005 World Car of the Year”. Never heard of such a distinction? Neither had we, and for good reason. This is the first time the “independent award” has been bestowed. The World Car of the Year website resides here. You tell us if it looks like an ongoing concern, or if it will it quietly fade away when 2006 rolls around and Audi runs a new campaign. We’ll be watching.

Sprint’s new “Yes-man” campaign is effective because it’s taking a negative phrase, redefining it, taking ownership of it and getting you to pay attention. Verizon pulled a similar power play through its “Can you hear me now” campaign, embracing a phrase muttered by everyone who has had a bad cell phone connection.

Both companies understand that consumers are not literalists and appreciate a spin on the obvious. Any time a tagline, a name, an ad or a story contains both positive and negative qualities, they become more powerful.