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Founded in 1994, Daggerfin is a nimble, creative partner helping companies shape, express and propel their business strategy. Headquartered in Rochester, Michigan, Daggerfin delivers competitive edge by forging deep thinking with cutting design. B2B and B2C brands look to Daggerfin for guidance in defining and designing the best direction forward.

Can Poetry and Commerce Work Together?

I came across a fantastic article posted in Saturday’s NY Times:

http://www.nytimes.com/2009/08/16/opinion/16heitman.html

It sheds light on Marianne Moore, the famous American writer, who was asked by Ford Motor Company to help solve their naming challenges in 1955.  She offered dreamy and thought-provoking suggestions, such as, “the Ford Silver Sword,” “Intelligent Bullet,” “the Ford Fabergé,” “Mongoose Civique,” “Anticipator,” “Pastelogram,” and “Astranaut.” Sadly, none of them came to fruition.

Imagine if brands today could open themselves up more and inject fresh thinking and innovation by collaborating often with poets, artists, and designers. I think the brand landscape would be more more interesting, compelling, memorable.  Don’t you agree?

- Scott Hauman



Tags: NamingStrategyBranding

August 17, 2009, 11:19am   Comments

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