How to ruin a brand and influence people

Name means a lot, especially when it’s been around a while. Changing a name can be a big deal.

Look at Fedex and their purchase of Kinkos. Which they’re apparently planning to rename to Fedex Office. This bloomberg article talks about the change, I haven’t seen the change yet, hopefully Fedex realized the gigantic mistake it would be to kill the enormously recognizable Kinkos name. I think they’d fair better ditching the Fedex Name. If they’re looking to capture mindshare in the kinko’s crowd.

On a smaller scale but equally disastrous, Adobe is extending their brand confusion to their community. A little history: Adobe created Flex Camps a while back, as one day events for Flex developers to come together to learn and network. Topics ranged from beginner to advanced, and were generally well received. There have been Flex Camps all over the world.

At MAX adobe decided that the community was confused about Flash, Flex, the platform and everything.

I think the confusion is Adobe’s. No one I’ve met is confused about what Flex is or what Flash is.

It’s unclear where Adobe is going, but the first victim of this internal name changing, confusion, mayhem is the Flex Camps, now called Flash Camps, lame. No matter what Adobe thinks or wants. Flash is not Flex is not Flash.

Flash is the swf movie. Flash is the IDE Flash devs and designers use.

Lee has a post rationalizing why we’re all Flash Developers, but taking his arguments to their more natural conclusion, aren’t we all web developers? I mean our code is run on the web (except AIR, but hey), so why not be web developers? Of course that doesn’t work Adobe wise, since “web” isn’t an Adobe product.

Flex has a name though. So does Flash. Why waste all that Brand? Flash is known for things, things that make sense to Flash, and fit well. Flex has a similar following and brand recognition, and most Flex developers, don’t want to be Flash developers, any more than a Flash Developer would want to be called a Flex developer.

I dunno, just my .02, what do you think? How far will it go? Flash Builder? Tour De Flash? Flash Platform Data Services?

By John Wilker

I'm a science fiction writer and conference organizer. In 2017 I published my first book, 'Space Rogues', a fun Sci-Fi adventure with a fun cast of characters. I'm also the co-founder of 360|Conferences, a conference and event logistics consulting company.

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