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Landor: Why ‘I want an iPad’ beats ‘I want an iPad xyz’

Just spotted this really interesting piece for Forbes.com by Allen Adamson at Landor’s blog. The clinching argument is made in the penultimate paragraph of the piece:

“I think the company made a smart decision in not giving the newest iPad a new name. It makes it simpler for people. I want an iPad. How simple is that? I don’t have to explain which iPad, other than saying the newest model or the less expensive model.”

In fact, I think plenty of marketers — and not just market leaders — may want to take note of Apple’s decision not to call its latest iPad ‘iPad 3’ or something like that.

For me, it’s the underlying idea that just the right amount of branding enables people to recog­nise and under­stand how to nav­ig­ate your business’s goods, ser­vices and organisation. A little more branding than is necessary, and it’s probably going to have the opposite effect.

To be honest, I wasn’t at all concerned what the latest iPad would be called.

I suspect I’m like most people: what matters to me that a product lives up to its promise when I decide to invest my cash in it. If it doesn’t, no amount of branding is going to fix that.