Comments on: Vegemite’s cheesy name

By: iSnack 2.0 goes Cheesybite or bust :: StopPress :: Breaking news from New Zealand Marketing magazine

Thu, 08 Oct 2009 20:37:42 +0000

[...] Our previous Vegemite posts here. [...]

By: Rob

Rob — Fri, 02 Oct 2009 02:29:18 +0000

Love it, now that’s marketing 2.0

By: Matt

Matt — Thu, 01 Oct 2009 22:45:58 +0000

obviously a marketing set-up at this stage – looking forward to the reveal

By: Duncan Stuart

Duncan Stuart — Thu, 01 Oct 2009 04:30:49 +0000

Well, well, well gang. The new Vegemite got dumped today and there are now a few thousand “collectable” jars of the awkwardly named iSnack 2.0. On the BBC today, Kraft have officially backtracked and withdrawn. back to the wisdom of the crowds – the public outrage over iSnack was just too big to ignore. There was a popular suggestion that the web developer who came up with the name (in jest, he now claims) should run down Pitt Street smeared in nothing but a good rich layer of original Vegemite 1.0.

By: The people have spoken: iSnack2.0 sucks :: StopPress :: Breaking news from New Zealand Marketing magazine

Wed, 30 Sep 2009 06:33:12 +0000

[...] admitted to making a massive mistake when naming its new Vegemite product iSnack2.0. Our previous post tells Kraft defending the name, saying it “was chosen based on its personal call to action, [...]

By: Rob

Rob — Wed, 30 Sep 2009 01:19:31 +0000

Would you like a job Debra…ha ha. Troy you just sound like your rehashing any number of articles written in the mainstream media about web 2.0. guess that is what crowds do – they follow.
Anyway Kraft – genius campaign, you’ve got the crowd talking! They’ll be thrilled with that. will that translate to sales when the buzz passes and their left with a really crap name for a food product….who knows, lets see

By: Debra

Debra — Tue, 29 Sep 2009 19:53:38 +0000

I think the wisdom of crowds is over-rated (and yes, I have read the book)… crowds are made up of people, and there are really far too many stupid people in the world! Let’s not forget that crowds by another name are rioting masses, engaging in lemminglike behaviour… This name was not the result of the wisdom of crowds anyway – it’s one person’s idea that someone at Kraft thought was just so cooool…

By: troy

troy — Tue, 29 Sep 2009 04:23:29 +0000

I may know little about marketing, in a traditional sense that’s true.

But then Web 2.0 is knocking traditional marketing for six faster than Jesse Ryder reaches for the Smirnof.

In the new marketing, the customers own the brand and the crowd is a source of wisdom.

If Kraft had let us (the interested mob) do the choosing, there’d be no embarrassing iSchmuck or whatever it’s called.

By: Rob

Rob — Tue, 29 Sep 2009 04:07:00 +0000

Debra above has it right. Customer feedback should be used as input not output. If Richard Branson had asked the public, what should I call my new ariline? How many would have said Virgin? None I’d wager. Apple don’t go out and ask their customers what they think of the new ipod design. No Steve Jobs figures that out to the smallest detail. Sorry Troy, you don’t know too much about marketing

By: Daniel Thurston

Daniel Thurston — Tue, 29 Sep 2009 01:40:42 +0000

Further to Duncan and Jules:
- it doesn’t sound like food, let alone remotely appetizing.

Seriously, does anyone want to ingest something that sounds like a computer application? (Though perhaps it contains iFibre?)