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| quote: | Originally posted by R!CH
there are so many factors that can go into this. what baffles me is what line of thought was used to arrive at the endpoint of "versus" and "nikita". when you name a club you're creating a brand. you're given a blank slate with which to go in any direction in all of language you want to. the potential is endless, but the purpose is to generate distinctive appeal. this is achieved through descriptive language that conveys vivid imagery and associations. names like "versus" and "nikita" lack this impact. they are words that tell me nothing and just aren't very interesting or creative. they are in fact confusing when you go to think about what the promoter was going after. the fact that there isn't any ostensible connection between the name and what it represents leads me to believe it was picked out of a hat or something. that's just my opinion. |
hhhmmm, brand marketing...youre up my alley so let me express something here.
a name does not need to be interesting nor creative. both are new brands so there is no equity or brand essence to speak off in the first place.
when one creates a new brand, you actually want something either with positive connotations or neutral connotations. Both represent challenges and both represent opportunities. creating one with certain associations (giant of vanguard will be hard pressed to do a small intimate event because of their name) may have the danger of putting you into a box that you cannot go out of. a neutral name (coke, nokia, etc) meanwhile is harder to position in the minds of the consumer, thus you spend more time and advertising monies to develop and position the brand. but indeed, you are able to do what you want with it.
i dont know the logic between how they did "nikita" or "versus", but I can only surmise that nikita is a name that they want to apply to both male and female segments. they chose a girl name that has masculine undertones. its a name of the person, and they obviously want to give a certain "personality of the club and the event" to the clubbing consumer. they obviously want to have a personal touch versus the other massives liek avalon and giant. best of all, its so different that any other club brand out there, and can be remembered easily. at the end of the day, all they need to do is properly create the brand equity and meaning of "nikita".
nikita, if they do it properly, really has a chance to segment the market and do well.
cheers.
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Last edited by alan on Oct-11-2008 at 22:41
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