It took two British advertising students to write directly to the CEO of NIKE at the time, Philip Knight, for confirmation about how the brand name of sports equipment is correctly pronounced.
In 2014, 50 years after the establishment of Knight and Bill Powran for Blue Reepe Sports, whose name will be changed in 1971 to Nike (on the name of the Greek victory god), the students sent a message to Knight, as well as the developer of a reserved and entitled return.
It only contained two paragraphs, asking Knight to put a circle around the correct way to say the name of the company: “NIKE” or “NI-Ke”. It was reported at the time that they did not expect the response, but after a few weeks, they recovered their message. Knight had been stuck about “Ni-Ke”.
And as much as I can say, this is the only time that Nike has attracted to the speech game. The wider internet searches and special Nike pages for official tips or data are empty.
In short, it is possible to build one of the ten most famous brands in the world, a company that gets 50 billion dollars annually and employ 80,000 people, while at the same time do not worry that people in some countries will be incorrectly pronounced its name.
Thus, reader, to Hyundai, which, if you are a regular listener, you will have heard advice for an actor, and through your association with him, on how to pronounce his name correctly.
As the advertisement says, such as the “Hyacinth Buccket” on the phone “The Bouquet Residence”, it is not “High-You -aye”, but “He-ON-Day”. There is only little attention to “Y”, where the first two syllables are overlapping in the direction of one section.
Hyundai says she would like to call her the same, properly, all over the world. Although if you go to the United States, the population usually does not mention the letter “Y” at all, making it “Hunday” composed of two syllables – a position in which no one seems to be in mind, as Nike.
However, it is not as it seems in the United Kingdom, as the advertisement raises its glasses up and starts with “Akshurally …” before proceeding to the correction, and here is the matter, as the listener informs the precious few of any of his cars as it does so.
What a luxury to be able to launch the Jaguar-Lite advertisement in order to tell someone about the company instead of trying to sell something you make for them.
Why do Hyundai do this? Why does this border line a negative in an aggressive manner are concerned with how the person pronounces his name and why does he think remotely that we care about what is called?
I mean, see, I am expected to get his name correctly, because it is part of my party. But for the General Consumer, as Mark Ritson wrote in Marketing Week: “Understanding the absolute deficiency of the importance of the brand in the life of her customers is the beginning of the better management of the brand.”