Vegemite’s decision to name its new variant ‘iSnack 2.0′ has stimulated a lot of debate on Twitter and Australian marketing blogs in recent days, culminating in Kraft’s decision to axe the name just four days after it was unveiled.
‘iSnack’ bombed because the name has no relevance to the product, coming across as an opportunistic attempt to jump on the Apple / web 2.0 bandwaggon.
One company that has a better record in this area is Ford…
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