Monday, March 26, 2007

The logo that changed the brand name

This is a unique case study. I bet you've never read anything like this before. Here's the beef: Fujitsu has a global brand of air conditioners named General. The brand is sold in India through their partner ETA, who never spends a pie doing good advertising. ETA didn't teach its customers to pronounce the brand name right - using radio spots. Instead all they did was to spend money on shop signages & glow signs. So a lot of people got to see the logo, which looks like this:

People saw the logo and confused the reverse 'g' with letter 'o'. As a result of this confusion, they started referring to 'General' as 'Ogeneral'. Seeing the average Joe's mispronunciation, what did the chaps at ETA do? They started calling their global brand OGeneral. They even chose that domain name for their Indian website. What an irony! Why is Fujitsu silent about this?

1 comment:

√úbermaniam said...

Nice logo. Odd that people refer to it as OGeneral. It doesn't read like that to me. When I first saw it, I saw General.