{"id":5515,"date":"2009-04-15T05:12:11","date_gmt":"2009-04-15T04:12:11","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=5515"},"modified":"2020-01-08T12:14:21","modified_gmt":"2020-01-08T11:14:21","slug":"segway-puma-missed-branding-opportunity","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/segway-puma-missed-branding-opportunity\/","title":{"rendered":"Segway PUMA &#8211; Missed Branding Opportunity"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-5516 lazyload\" title=\"puma\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/04\/puma.jpg\" alt=\"puma\" width=\"215\" height=\"141\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 215px; --smush-placeholder-aspect-ratio: 215\/141;\" \/>What do you think of when you hear the brand name PUMA?\u00a0 Most people respond to that question by saying, &#8220;shoes&#8221;.\u00a0<\/p>\n<p>Yes, there is already a PUMA, and while it&#8217;s in\u00a0a very different market than the new\u00a0<a href=\"http:\/\/www.segway.com\/puma\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segway PUMA<\/a>, and it&#8217;s unlikely the products will be confused with one another, the problem is that the name is already taken and consumers already associate it with another product.\u00a0 PUMA already communicates a brand message, image and promise.\u00a0<!--more--><\/p>\n<p>So why did Segway choose PUMA as the brand name for its new ultra-small, eco-friendly car?\u00a0 Because companies can&#8217;t get away from their love of acronyms!\u00a0 There are acronyms for everything.\u00a0 It&#8217;s the cool thing to do.\u00a0 PUMA stands for Personal Urban Mobility &amp; Accessibility.\u00a0 Dull huh?\u00a0 I guess Segway felt the same way.\u00a0 Acronym to the rescue, and PUMA was born.<\/p>\n<p>This seems like such a missed opportunity.\u00a0 Does anyone really care that PUMA stands for Personal Urban Mobility and Accessibility?\u00a0 Isn&#8217;t that obvious just by looking at it?\u00a0 Segway had a rare opportunity to choose a creative, innovative brand name.\u00a0 Instead, they chose a brand name that&#8217;s already taken.\u00a0 It takes some of the mystique out of the product.\u00a0 Instead of Segway&#8217;s PUMA being perceived as &#8220;next generation&#8221; and &#8220;futuristic&#8221;, it becomes boring and the opposite of unique.\u00a0<\/p>\n<p>Therein lies the problem.\u00a0 It&#8217;s a unique product.\u00a0 Why not give it a unique name?<\/p>\n<p>Your thoughts?<\/p>\n<p><em>Image: <\/em><a href=\"https:\/\/www.flickr.com\/photos\/juniorfurlan\/3295463984\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What do you think of when you hear the brand name PUMA?\u00a0 Most people respond to that question by saying, &#8220;shoes&#8221;.\u00a0 Yes, there is already a PUMA, and while it&#8217;s in\u00a0a very different market than the new\u00a0Segway PUMA, and it&#8217;s unlikely the products will be confused with one another, the problem is that the name [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5516,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[104,1226,105,110,1462,1461,1464,1463],"class_list":{"0":"post-5515","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-message","9":"tag-brand-names","10":"tag-brand-promise","11":"tag-corporate-branding","12":"tag-puma","13":"tag-segway","14":"tag-segway-gm","15":"tag-segway-puma","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segway PUMA - Missed Branding Opportunity<\/title>\n<meta name=\"description\" content=\"Why PUMA? 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