Here at Manolith, we believe we understand marketing. We comprehend the power of branding, and how important it is to build a product’s name into something instantly recognizable in the consumers’ minds. This means that we also know when it’s being done poorly. In the case of Activision Blizzard — a great example of either a failed name mash-up or the best kind of mash-up, we’re still not sure — a recent find shows that there’s something lacking in the follow-through department.
The US Patent and Trademark Office has recently received an application from Activision Blizzard (ActiBlizz? Blizzion? AcBliVisZzion?) to trademark the name Sing Hero. Now, whether or not this name refers to a speculated karaoke game, one thing’s certain: it’s just awkward.
Consider Guitar Hero: You’re a hero with a guitar. Simple enough. But you can’t apply the same rule to Sing Hero: you’re a hero with a … sing? It would be more appropriate to use Voice Hero, if we’re following the standard. Admittedly, it’s not very strong either, but it’s closer to being correct.
An alternative would have been Vocal Hero, which is slightly less awkward than Sing Hero. Or just do away with the “Hero” part altogether and name it something completely different. Dear Activision Blizzard Marketing Department: your audience is not stupid. If you called this product Frontman, and labeled the package with “From the makers of Guitar Hero”, we’d get it, trust us. However, now that the application is out there, you’re locked into the Sing Hero name, aren’t you? We’re not saying this game will be bad; in fact, we don’t know anything about it. And just like the Wii, which is a name we hate but have gotten used to saying, we’ll get over Sing Hero in time, but know this: your brand is only as strong as you let it be, and there’s no do-overs once it’s on the shelf. Good luck with that! Love, Manolith.
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