The (cultural) impact of product names
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Brand names have an impact — through associations, images, cultural experiences and transmissions
That is why many successful brands make use of foreign cultures, people, languages and customs. And we, too, communicate with words that symbolize our feelings and thoughts every day. The assumption of positive intent is certainly appropriate in both cases.
Of course, racism, sexism and any other type of discrimination cannot be downplayed. Neither should it be glossed over (justified by consumption).
However, we should be prepared to embrace new impressions and changes. Otherwise, we put the same stamp on certain cultures and countries over and over again — instead of consciously picking up and carrying on positive movements and connotations.
Especially in naming, in storytelling, in our brand messages, we work with associations that make a name tangible and localized: emotional, characterful, sensual, ...
And if we are unable to break down our stereotypes, the redflagged or blacklisted terms become an infinite list. And many brands — big and small, well-known and unknown — are in trouble. Just like their users, who then, suddenly, find themselves under general suspicion.
In the end, it's just as Bahlsen speakers put so nicely themselves:
“Some associate the product name with racism, while others cannot understand the discussion about the product name and find that precisely this pigeonholing promotes racism. ”
sources:
https://www.shz.de/regionales/kiel/zum-mohrenkopf-in-kiel-restaurant-name-im-rampenlicht-id10363786.html
https://www.instagram.com/p/B8iww5XCqjo/
HORIZONT: “Bahlsen kündigt Umbenennung der Waffelsorte "Afrika" an”
