Whats the name of the second-highest mountain in the world???
This is elaborating on a reply to a comment I wrote in the EV-DO post below. I had written that BroadbandAccess was a stupid name for Verizon to give their new 3G cellular service… Scott Chaffin commented: ….John: the name, BroadbandAccess, fits with their old marketing name of NationalAccess for 1XRTT, the 140kbps data. Trying to shoe-horn Phaeton or JuneBug into customer (and corporate) mind-share would have taken even more billions, I’m sure… Yes, well, I have NationalAccess, but it it doesn’t have any of my mind-share, because I never remember it. Maybe I have an inflexible mind, not properly stretched because I don’t watch TV, and ignore the ads in magazines. Maybe other people hear NationalAccess, and immediately think “Verizon. Cool.” But I seriously doubt it. It’s boring. Banal. There’s a classic book on advertising, called Positioning, and it argues that there are a limited number of slots in people’s ever-more-cluttered minds for brand names. People tend to remember one
