Not quite sure it’s really a new story, but still amusing/disappointing to read about the lower case leading i and its incursion into branding and naming
Just about anywhere consumers look, they will find products, brands and other commercial offerings that begin with a lowercase “i,” inspired by popular technology names like iMac, iPhone, iPod and iVillage. [Which of these things is not like the other? Although the article later points out that iVillage came before iPod — SP]
A contest sponsored by the Friendly’s restaurant chain, for instance, is called iScream. A television show that made its debut Tuesday night on ABC is titled “i-Caught.”
Other examples include iWireless, a line of prepaid cellphones available at Kroger supermarkets; iCare, a brand of liquid hand sanitizers; iBoxer, underwear with pockets for MP3 players, sold by the Play division of Intimo; and i-Report, video clips contributed by viewers of CNN and visitors to the cnn.com Web site.
“It’s a nice strategy for borrowing some equity” from the better-known i-brands, said Michael Cucka, a partner at Group 1066, a consulting company in New York specializing in corporate identity and branding.
“It seems to work because you’re associating yourself with the idea of trying to be cool,” he added.
“But when you start to do what everyone is doing, you start to lose the power of borrowing that equity,” Mr. Cucka said. “And perhaps the more people who do it, the less cool it becomes.” [Umm, yeah, can you say “i-played-out?” — SP]
The piece also acknowledges the earlier trends for e-names and even u-names.