First Impressions.

Electronics retailer DSG Interational have seen the success of the Geek Squad and/or read my blog and will be introducing their own version in Europe in order to "combat the technological revolution by making it simple." All very laudable, but could thay have thought of a more uninspiring and limiting name than The Tech Guys?

It emphasises technology and masculinity, yet says nothing about simplification and service? And don't get me started about DNAge - an anti-aging cream from Nivea whose name immediately emphasises age rather than vitality! You have three seconds to get people's attention and if your name mis-directs your potential customers, you've got an uphill-battle.