1.27 巴托比专栏： 呢称之谈.docxVIP

【1.27】

1.27每日一篇|熊猫外刊精读

BARTLEBY：Thebusinessof?nicknames

Whenpetnameshelpbrandsand?employees.Andwhentheyhurt

【1】Thecanofhamcannotfindabuyer.ItmaybehardtoseetheGherkinbecausetheWalkie-TalkieandtheCheesegratergetintheway.London’s?skyline?ismadeofglass,?steel?and?nicknames.Sometimesthesenamesstartoutascriticism:thecity’s?tallest?buildinggotitsnamewhenitwas?described?asa“shard?ofglassthroughtheheartofhistoricLondon”bya?heritage?group.Butintime,theydenote?familiarity?and,often,?affection.OnDecember?13ththeCityofLondon?approved?plansforanew?skyscraper?thatwillbeastallasthe?shard;thechancesarehighthatitwilleventuallywindupwitha?sobriquet?basedonitsshape.

【2】Therearegoodreasonswhybuildings?acquire?monikers.TheBottleOpener?resonates?morethantheWorldFinancialCentreShanghai;theLipstickBuildingiseasiertorememberthan?885?ThirdAvenue.Consumersgivebrands?nicknames,too.BMWownersinBritaindrive“beamers”;inAmericatheymightbeatthewheelofa“bimmer”.Ifyou’reahigh-roller,youmightwearaRollieonyourwrist.YouprobablywouldnotshopatTarjay,an?ironically?Gallic?pronunciation?ofTarget,amass-market?retailer.Athletes’?nicknames?canbecomebrand-like.LeBronJames,abasketballstar,successfullyopposedanattemptbya?cruise?liner?to?trademark?“KingJames”.PandaForeignMagazineIntensiveReading:RespectforOriginality,PiracyMustBePunished

【3】Brand?nicknames?arenotalways?flattering:NeimanMarcus,another?retailer,wasoncechristened“NeedlessMarkup”.Butusuallytheysuggestthatconsumersfeela?genuine?connectiontoaproduct.InarecentpaperZheZhangofWesternUniversityinCanadaandVanessaPatrickoftheUniversityofHoustonlookedathowpeople?react?totheuseof?nicknames?byotherconsumers.Inone?experiment?participants?sawanonlinereviewofanewmenu?item?atMcDonald’s;somesawaversioninwhich