Filed under: Comment
I’m not big on things like ‘naming strategy’ – at least not in the approach certain brand consultancies endorse.
Sure, you want to make sure it doesn’t translate into “Granny Fucker” in Spanish or something, but having been mind-raped by Landor and their ‘proprietary naming process’ [which seemed awfully like putting words into a thesaurus and printing off whatever came out] I can’t help but feel a lot of what is often put forward is nothing more than an excuse in money making.
Saying that, I’ve recently seen something that highlighted that naming fuck ups can be much more than just how it translates into a foreign language – though by the same token, it could also be the greatest pisstake in corporate history.
So I was flicking through a magazine last week when I came across an ad for the British Association of Aesthetic Plastic Surgeons.
Basically it was an ad advocating that women who wish to undergo cosmetic treatment should do so with a surgeon registered with the organisation.
So far so good – but then I realised the initials of the body were BAAPS, which is – albeit wrongly spelt – slang for women who have these …
Now I don’t know if that was intentional or not – I would assume given its the medical industry and they don’t do humour, it wasn’t – but I think it’s genius and hope to god they start doing ads that say:
Hey ladies, it you want some perky tits, make sure you have a good look at BAAPS.
Mind you, the Shanghai International Trust is giving them a run for their money with their brilliant acronym of S. H. I. T.
So it’s time to forget such theories as truth in advertising, it would appear the future is all about truth in acronym – which should make Landor happy, as I’m sure there’s a proprietary tool they can create to make an obscene amount of cash out of.
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I don’t know what’s funnier, B.A.A.P.S, S.H.I.T or the whole approach Landor and the like have towards naming strategy process.
Comment by Pete November 18, 2010 @ 6:25 amResearch has found baaps bring much more enjoyment to people’s faces than shit or landor.
Comment by DH November 18, 2010 @ 6:36 amI don’t know what you and Sarah are into, but baaps and shit should never be next to each other.
Comment by Billy Whizz November 18, 2010 @ 6:26 amUnless you like 2 girls & 1 cup.
Comment by Billy Whizz November 18, 2010 @ 6:28 amThe cup was your girlfriend wasn’t she?
Comment by Pete November 18, 2010 @ 6:47 amEveryone’s a comedian today.
Comment by Billy Whizz November 18, 2010 @ 6:50 amPlanning
Regurgitates
Idiotic
Consumer
Klaims
Sometimes
And fuck you about my spelling.
Comment by Billy Whizz November 18, 2010 @ 6:32 amI bet you spent ages coming up with that didn’t you Billy.
Comment by DH November 18, 2010 @ 6:34 amNo, I’m naturally quick witted.
Comment by Billy Whizz November 18, 2010 @ 6:43 amAmericas answer to Stephen Fry.
Comment by George November 18, 2010 @ 6:44 amGeorge goes all Andylike. Nice.
Comment by DH November 18, 2010 @ 6:46 amwhat the fuck is everyone on here so early for? havent you sad fucks got a life? and why is george being a bastard? isnt that sackable in mountain view? and billy, youre making yourself look a twat, stop it and thank me for the fucking advice.
Comment by andy@cynic November 18, 2010 @ 6:53 amdidnt you know dave that george always wanted to be me. dont you fucking all.
Comment by andy@cynic November 18, 2010 @ 6:54 amBilly’s
Comment by John November 18, 2010 @ 7:02 amInvention
Lacking
Laughs
Yet
Posh looks like Iggy Pop with bad baaps in that photo.
Comment by DH November 18, 2010 @ 6:34 amVery droll.
Quick question, how many people knew the “baps/baaps” colloquialism? Obviously the British association of aesthetic plastic surgeons didn’t.
Comment by George November 18, 2010 @ 6:42 amYou like Dave’s comment but not mine? Your taste is up you ass.
Comment by Billy Whizz November 18, 2010 @ 6:42 amYou’re working in another league Billy. I’ll leave you to ascertain which one that is.
Comment by George November 18, 2010 @ 6:45 amIf you need help to work it out Billy, I’m available to guide you.
Comment by DH November 18, 2010 @ 6:46 amYeah Dave, come work out the shit I want to lay on your desk.
Comment by Billy Whizz November 18, 2010 @ 6:49 amI knew the bap/bapps slang George.
Comment by Pete November 18, 2010 @ 6:49 amVery good Dave, mainly because it’s true.
Comment by Rob November 18, 2010 @ 7:55 amSlow day in paradise methinks.
Comment by John November 18, 2010 @ 6:53 amIncidentally you don’t want to know what tmoaos means in swahili. It’s quite ironic really.
Comment by John November 18, 2010 @ 6:55 ami dont know what tmoaos means in fucking engligh doddsy but stop being a fucking little prick and cough it up.
Comment by andy@cynic November 18, 2010 @ 7:36 amI think he means ‘tomato’ Andy, but to be fair to John, it must be hard typing with only one hand. Ha.
Comment by Rob November 18, 2010 @ 7:51 amIt’s swahili for gullible.
Comment by John November 18, 2010 @ 5:36 pmbaaps and shit is fucking brilliant. finally campbell writes something good even though he just copied something someone else did. who the fuck do you think you are campbell, bbh labs?
Comment by andy@cynic November 18, 2010 @ 6:56 amYou take it to a whole new level of spitefulness. I’m impressed.
Comment by Rob November 18, 2010 @ 7:51 ami have never heard or even see the term ‘baaps’ before today. i can’t think why. i feel like i’ve just accidentally walked into the boys club again. ha.
Comment by lauren November 18, 2010 @ 7:03 amlittle boys club.
Comment by andy@cynic November 18, 2010 @ 7:36 amKindergarten you mean.
Comment by Rob November 18, 2010 @ 7:55 amVery concerned that George has become some sick witted bastard. I can only conclude Mary is away and he’s in charge of his 3 “beautiful nightmares”.
Comment by Rob November 18, 2010 @ 7:57 amshe is. best fucking bit of planning youve ever managed to pull off.
Comment by andy@cynic November 18, 2010 @ 8:07 amLandor are charter members of the Cambridge University Naval Training Squadron. Do they still have their offices on a boat? If so someone should blow it the fuck up. Sorry. #iamspartacus
Comment by simon billing November 18, 2010 @ 8:26 amwhy the fuck does cambridge university have a fucking naval training squadron in the first place, theres no fucking sea for fucking miles.
Comment by andy@cynic November 18, 2010 @ 8:54 amand landor are charter members of the bollocks? proves how fucking stupid those wankers really are.
I wholeheartedly endorse Simon and Andy’s comments.
Comment by Rob November 18, 2010 @ 9:00 amC.*.*.T.S.
Comment by simon billing November 18, 2010 @ 9:16 amJust so you know Simon, I edited your comment because that’s the only word that’s not allowed on this blog. It’s bad enough my poor Mum has to put up with all of Andy’s “FUCKS” but the ‘c’ word is a whole different level.
Apologies for my lovingsoniness.
Comment by Rob November 18, 2010 @ 9:31 amMaybe the learning is that there’s less chance of reputation impact if a brand chooses a name that is automatically offensive, irrespective of initials.
Comment by Lee Hill November 18, 2010 @ 11:21 amYou would say that wouldn’t you. Ha.
Comment by Rob November 18, 2010 @ 1:47 pmWhat happened to the wrath of Mary? Perhaps we’ll just notice the disappearances. Be afraid.
Comment by John November 18, 2010 @ 5:37 pmShe attacks when you least expect it. I’m safe, I always expect it.
Comment by Rob November 18, 2010 @ 6:43 pmAngry
Comment by Rob Mortimer November 18, 2010 @ 5:52 pmNarcissistic
Drawing
Yokel
😉
Comment by Rob Mortimer November 18, 2010 @ 6:19 pmRandomly
Observant
But
Comical
Comment by Rob Mortimer November 18, 2010 @ 5:52 pmNo
Comment by Rob Mortimer November 18, 2010 @ 5:55 pmOther
Rounded
Thinker
Has
Exploded
Re:
Negativity
This is tougher than it looks… nothing about Tea seemed to fit!
Comment by Rob Mortimer November 18, 2010 @ 6:20 pmNo it’s not
Natatation+
Comment by John November 18, 2010 @ 6:46 pmOffspring+
Rigour+
Tea
Help
Enlighten
Regional
Numpties
Good, but mine is actually a sentence!
Comment by Rob Mortimer November 18, 2010 @ 6:59 pmThe plusses arent silent you know.
Comment by John November 18, 2010 @ 7:09 pmYes but it’s multiple words!!
Comment by Rob Mortimer November 18, 2010 @ 7:11 pmQuiet day at the office Mr M?
Comment by Rob November 18, 2010 @ 6:44 pmNot as such, just enjoying a tea break while checking my favourite ad blogs.
And yours 😉
Comment by Rob Mortimer November 18, 2010 @ 7:00 pmnot when I’m singing it’s not
Comment by andreea November 18, 2010 @ 11:14 pmTwats
Comment by northern November 18, 2010 @ 6:50 pmBelieving
Whatever
A Media Arts chart tells them
Brilliant. Now do Sorrell.
Comment by John November 18, 2010 @ 6:54 pmYou’ll be giving Andy the horn again Northern ….
Comment by Rob November 18, 2010 @ 8:59 pmI don’t have the strength for this.
Comment by Marcus November 18, 2010 @ 6:54 pmMunich’s
Comment by Rob Mortimer November 18, 2010 @ 7:04 pmAmazingly
Respected
Crazy, but
Understated
Superstar
Neither do I – but it is quite impressive.
Comment by Rob November 18, 2010 @ 9:00 pmMedia planning
Comment by northern November 18, 2010 @ 6:54 pmIs done by
Numpties
Devoid of brains
Selling a ‘process’
Hard
And
Really ‘owning’ borrowed interest while
Endlessly bashing out powerpoint
Silly little man
Comment by northern November 18, 2010 @ 7:12 pmOwns half the world on a
Really bad Napolean Syndrome
Really good (he thinks)at
Economics predictions that have to
Look like letters or bathing furniture
L
Forget the last L –
Comment by northern November 18, 2010 @ 7:26 pmLikes libel lawyers. A lot
And yes I have lots to do. Obviously, I’m putting off doing it
Comment by northern November 18, 2010 @ 7:27 pmNorthern is simultaniously putting half his future employers off whilst making the other half do a little dance in anticipation at what he will bring them.
Comment by Rob Mortimer November 18, 2010 @ 7:41 pmI am very impressed with this – and on the bright side, even if Northern does become adlands social outcast, he’ll still get a job at W+K, afterall they employed me.
Comment by Rob November 18, 2010 @ 9:01 pmDoesn’t matter, no one with any sense reads this blog anyway
Comment by northern November 18, 2010 @ 7:58 pmTouche’
Comment by Rob Mortimer November 18, 2010 @ 8:07 pmLet’s hope your wife doesn’t given the ‘bored housewife / office porn’ comments of the past.
Comment by Rob November 18, 2010 @ 9:02 pmShe’s a very understanding woman
Comment by northern November 18, 2010 @ 9:05 pmI’ve just read you thing NP. Thank you for the kind words.
Comment by The Kaiser November 18, 2010 @ 9:16 pmShe has to be.
Comment by Rob November 18, 2010 @ 9:17 pmNot kind, just true
Comment by northern November 18, 2010 @ 9:17 pmStill. Thank you anyway.
Comment by The Kaiser November 18, 2010 @ 9:39 pmi
d
o
n
t
g
i
v
e
a
f
u
c
k
thats much fucking easier to do.
Comment by andy@cynic November 18, 2010 @ 9:27 pmC
Comment by The Kaiser November 18, 2010 @ 9:36 pmO
C
K
t
e
n
i
n
c
h
e
s
o
n
t
h
e
s
l
a
c
k
i
f
y
o
u
m
u
s
t
f
u
c
k
i
n
g
k
Comment by andy@cynic November 18, 2010 @ 10:04 pmn
o
w
Haven’t you got a building reconstruction to inspect?
Comment by Rob November 18, 2010 @ 10:13 pmno. but ive got a fucking planners nose to smash down.
Comment by andy@cynic November 18, 2010 @ 10:15 pmIt’s like being on the Melody Maker Message Board circa 1998…
I love Placebo!
Comment by Rob Mortimer November 18, 2010 @ 10:29 pmI hate Placebo!
etc
i fucking hated placebo. but not as much as fucking queen.
Comment by andy@cynic November 18, 2010 @ 10:31 pm