Kraft’s decision to name its soon-to-be-stand-alone snack division, “Mondelez” is a very smart move in more ways than one. “Monde” is derived from the Latin word for “world” and “delez” means “delicious”.  By separating the snack division from the North America focused grocery division and giving it a name that is clearly not America centric, Kraft is establishing a business that will have global appeal.

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Sports teams can select names and identities that really are often interesting and intriguing. Some time ago I learned that University of California Santa Cruz had selected the banana slug as a mascot, and I took pause. They describe their mascot as “a bright yellow, slimy, shell-less mollusk commonly found on the redwood forest floor…” Certainly this brand is unique and memorable, but is it positive for the school?

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I have loved Japanese edamame for some time. Today I found out they were soy beans. Ouch! Names can really reframe perceptions and gain new levels of acceptance. Before I continue let me lace up my “running shoes.” I don’t wear “sneakers” any more.

Here is what set me thinking about name evolution. In the New York  Times, Nicholas Kristof writes about one of the world’s leading  specialists studying wild dogs in Africa. In his drive to change the negative stereotype of the words “wild dogs”, he has rebranded them “painted dogs.” What he has been able to do is transform the perception of a reviled varmint into an exotic animal that should be preserved. Very clever. [Read more →]