Saturday, September 03, 2005

361 degrees .. What does this mean ?

It’s taken a while for agencies who extol the benefits of differentiation to put their own brands where their mouths are, but a new crop of agencies have done just that. Starting with their agency names. Here’s a sample — 1pointsize, 361 degrees, Flaky, Mellow & Grounded, Marching Ants, Tribe 10 or WYSIWYG (What you see is what you get).

Most of these agencies are young, set up on average three years ago. And in the absence of a big-ticket creative director or other founder, they’ve gone with a name that stands out as the best way to ring a bell.

For Amal Sethi, the name 361 Degrees stands for that added extra which he believe his agency delivers. Like many larger competitors, he’s averse to being called just an advertising agency, and Sethi hopes the name will convey the philosophy of the organisation.

Sethi of 361 Degrees agrees, adding that there are some clients who immediately understand the idea behind the name. Then there was the client who thought it meant the agency would work only 361 days out of 365, but on the whole, Sethi agrees with Khona saying that response is usually positive — an interesting name bodes well for interesting ideas.

A different name helps break the ice, but after that it’s the same challenge to get a client as with any other agency. says Iyer. But at least they’ll have the pleasure of baffling those who read their key numbers.

How much does a name play for agencies?


Blogger Nitin Kochhar said...

That extra 1 degree means .. live on the edge .. The name conveys it all. It is interesting to Read the book Brand Namkaram by Jagdeep Kapoor. In this book he talks about - how to name a brand. Why Maggi was a success? He differentiate in English and Desi Names.. Which work ..

September 03, 2005 9:04 PM  
Anonymous Anonymous said...

What a great site »

February 21, 2007 11:44 PM  

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