Statoil powered by gas

This photo was taken inside the AirBerlin terminal at Berlin Tegel Airport. When I walked by I was very confused: Oil powered by Gas? What is this all about? I checked the Statoil website and indeed Statoil is also in the business of selling gas… Wow! I did not know! The name Satoil did not make it any easier for me!

To me this is a very nice example why not to name your company or product after a category:

  1. its harder to expand in new categories
  2. feels awkward (“Statoil powered by green electricity” anyone?)
  3. once expanded to new categories the essence of the product/company is simply harder to grasp for consumers.

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Quite a few readers reach out to me with brand thoughts, ideas, and challenges. As it is always a lot of fun to learn what is going on I decided to make things a bit easier. On a few Fridays in the next couple of weeks, you can book a free discovery call me with me.

It is very easy to do: just click the link below, pick a Friday & slot, and you get the invite in your email.

I am looking forward to talking to you and learn more!

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