I have nothing against brand-focused pseudonyms, abbreviations, acronyms or any other part of our consumer vernacular. I get it. Beloved companies often earn nicknames similar to the ones we ascribe to close friends, because after all, the brands we interact with most feel very much a part of our day-to-day lives.
Some brands go as far as to take official ownership of their newfound, consumer-ascribed monikers—capitalizing on the equity and permissions bestowed upon them by loving fans and loyalists: KFC, AOL, Sunny D, even Micky-D's...
Others try to create their own abbreviated personas, in the absence of consumer input, buy in, or adoration… and fail. Take Office Depot for example. Their new ad campaign, starring a miscast Al Roker, refers to itself intermittently as both Office Depot and “Depot”. Here, excited office supply enthusiasts espouse the virtues of Depot with a fervor not usually associated with reams of paper and toner cartridges. According to Al and his vivacious cohorts, Depot is the place where happy people and families are made. Kind of stretch if you ask me. Despite the misguided strategy and weak execution, my brand-savvy sensibilities are most bothered by the frequent use of Depot. Its blatant, palpable in-authenticity and lack of consumer creation... Read more
