The Cultural Branding Agency Blog » Brand Identity Consultants http://www.scarcliff.com/blog Sat, 08 May 2010 17:45:31 +0000 en hourly 1 http://wordpress.org/?v=3.0 Brand Identity | Color Me Convinced http://www.scarcliff.com/blog/2007/01/brand-identity-color-me-convinced/ http://www.scarcliff.com/blog/2007/01/brand-identity-color-me-convinced/#comments Fri, 26 Jan 2007 00:56:02 +0000 Brent http://www.scarcliff.com/blog/2007/01/corporate-rebranding-color-me-convinced/ Continue reading →]]> BusinessWeek has an intelligent story on the recent decision of Binney & Smith (a subsidiary of Hallmark) to rename itself after its most familiar brand — Crayola.  This is one of those rare cases where the experts all seem to agree — it’s a strong, confident move by a company on a roll.

Crayola is one of the world’s great invented brand names, in the same league as Kodak, Oreo, and Google. Edwin Binney’s wife, Alice, coined the term from the French word craie ‘chalk’ (the source of our word crayon) plus the affix -ola (a clipped form of the word oleaginous ‘oil-like’ — think Mazola).

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