Naming Boo-boo of the Month

Naming is much on my mind just now, both for products and for babies. In both cases, you want to make sure the name you provide doesn't leave the namee vulnerable to jeers and jibes from its contemporaries.

The new ads for Pepsi Max show just how easy it can be to slip up, at least on the product front. Coca-Cola, you've probably noticed, have launched "Coca-Cola Zero", which has zero sugar in it. (What, one asks, about Diet Coke? But that's another story.)

No sooner have Coke launched this new brand, however, than their arch enemies are running an ad campaign comparing "Zero" witheringly to "Max". Oops. Should have seen that one coming, really.