![]() I also encourage Marcellus employees to contribute to NPS.įirst, I get tax relief for employer’s (Marcellus’s) contribution. I am an enthusiastic participant in NPS, where I put in money every month. ![]() “If it’s crap, it doesn’t matter what the name is,” says Prashar, the marketing executive.All of the Indian equity portfolio is with Marcellus, with just one exception. In short, a product that doesn’t truly go “beyond” may not merit the moniker - and may not sell, either. Ultimately, marketers say that as much as a name may be key to a brand’s identity, the name must be backed up with a product that’s seen as worthy. Otherwise, he says, “you would run out of words real quickly.” For example, he notes that both Dove soap and Dove chocolate are able to co-exist without trademark issues. What about other companies that want to jump on the “beyond” bandwagon? Josh Gerben, an attorney who specializes in trademark issues, explains that companies can’t necessarily own a word for all potential uses. Keaton, a marketing agency that specializes in the alcohol and cannabis industries. “We stay away from trending words,” says Ryan Goldstein, founder and chief executive of A.P. In that regard, some marketers say “beyond” may be nearing its 15 th minute of fame and companies should consider avoiding it, especially if they want to be seen as original thinkers. “Some marketers say ‘beyond’ may be nearing its 15 minute of fame. Marketers point to the once-hot trend for using nonsensical or semi-abstract names, from TwitterĮspecially among digital and internet companies. Of course, naming trends go in and out of fashion. “It’s copycat syndrome,” says Ashish Prashar, global chief marketing officer at R/GA, an innovation consultancy firm. (Or else why would we have, say, so many fast-food chains offering spicy chicken sandwiches?) There’s a theory that what works for one company will work for another. Still, the current vogue for naming things “beyond” speaks to how Beyond Meat and others have recently captured the public’s attention, marketing experts say. Think of the phrases “above and beyond,” and “beyond the pale” or that great Buzz Lightyear motto: “To infinity and beyond!” The word has also found its way into the names of movies and television shows - Google says the 2016 film “Star Trek Beyond” is the most searched of the “beyond”-titled pictures or series.Įven before Beyond Meat or other companies incorporated “beyond” into their names, there was the popular retail chain Bed Bath & Beyond Of course, “beyond” has been around a long time. Part of the reason was because the previous moniker, a term used to describe someone form Madagascar, wasn’t resonating with consumers, says Tim McCollum, the company’s founder and chief executive.īut another part was that Beyond Good spoke to the socially conscious company’s ambitions of making chocolate in a way that was sustainable and benefitted the people behind the product, McCollum says.īeyond Good chocolate's workers in Madagascar. Madecasse, a company that specializes in heirloom chocolate sourced from Madagascar and Uganda, changed its name to Beyond Good in 2020. More companies are jumping on the “beyond” bandwagon. ![]() With Levi president and chief executive Chip Bergh calling it “a brand with tremendous growth potential.” Beyond Yoga was just acquired by Levi Strauss & Co. Beyond Meat has become a dominant force in plant-based foods, with its stock price more than doubling since mid-March of last year. The name has seemingly been a boon for companies that use it. ![]() “More companies are jumping on the ‘beyond’ bandwagon.
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