Do Quibi’s Problems DROP to a Confusing Name?

Terrible timing has certainly contributed to a hard start for Jeffrey Katzenberg’s mobile-video platform, but maybe it is not just that.

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I’ll come right out and say that I believe Quibi is a confusing name. But that isn’t necessarily a bad thing. I want to explain. Good names are often only good in the rearview mirror. At that time they are manufactured, they seem risky and sometimes dumb. Are Google and Apple inherently good names, or do they have the advantage of a rosy rear view? Most likely the latter.

Terrible timing has certainly contributed to a hard start for the Jeffrey Katzenberg-founded mobile-video platform, which launched earlier this spring. Still, maybe it isn’t just the timing. Maybe they made bad decisions. Maybe the merchandise doesn’t fit. A name ought to be judged predicated on how well it matches the company’s criteria, not on public perception. Because, as stated, success shades how exactly we perceive the business, not the effectiveness of the name. Phil Rosenzweig calls this tendency to be biased by success The Halo Effect.

Related: Brad Flowers’s The Naming Book is currently available from Amazon | Barnes & Noble | IndieBound.

A company that raises nearly $2 billion should arrange for success. They certainly planned a naming strategy knowing that. The criteria assumed rapid adoption in the U.S. and quick adoption abroad. Quibi is purpose-built for travel. It feels familiar in the united kingdom using its close tie to the slangy quid . Imaginable the French embracing it as "Kee-bee," similar to Quebec . It really is in the home in Arabic and Hindi. The alternating consonant/vowel, consonant/vowel construction is similar to probably the most well-traveled brands, Coca-Cola.

However, those positives aren’t positive in today’s light. If the naming strategy assumes rapid usage in the U.S. and that doesn’t happen, the international flair puts up barriers to a skeptical stateside audience with an increase of time on the hands than usual. The principal obstacle is unclear pronunciation.

Just about everyone has experienced a bar and be thinking about an exotic beer, and then order the IPA because we didn’t understand how to pronounce the other one. Same with a dish in a restaurant or an author in a bookstore. People, generally, don’t prefer to look stupid, and few things cause you to feel as stupid as saying something incorrectly.

There are always a handful of ambiguous points in Quibi. I mispronounced it before I heard someone say it. Rhyme is among the factors that improve memorability in short; maybe I was trying to force it in to the name. Also, your choice to get rid of the name in "-i" instead of "-y" makes the term look more French. I came across myself saying "Kee-bee" as I was reading to myself. It feels more snappy, more vigorous and in-line with quick snippets of content.

The next hangup has been the tagline. Currently, it reads: “Quick bites. Big stories.” Leading you to believe the name is a mixture of what quick and bite . But, as the reader, you quickly reconsider this because pronouncing it "Kwi-bye" doesn’t seem right. It doesn’t feel or look right, and you are left just a little confused. In the event that you combine quick and big , you get nearer to the proper pronunciation, but quick and big aren’t as meaningful as quick and bite .

I’ll admit to Googling the name to determine its pronunciation. There have been several videos, which probably isn’t an excellent sign. The name will be pronounced like "Quimby" without the -m , which may be the last point of confusion. With this pronunciation, you’ll expect the more standard English spelling of Quiby.

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All isn’t lost, though. Defying expectations could be a good thing. The effect is memorability. The more you will need to take into account the name, the much more likely you will end up to recall it. If Quibi can overcome launching in a pandemic by giving users with great content, and assuming it could move quickly abroad, i quickly think we will all be looking back a decade thinking: “Damn, Quibi is an extremely great name.” If not, I am afraid it’ll end up getting the Nova in the dustbin of misunderstood and misremembered names that people don’t like as the product didn’t surp

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