By Carola Long
Stella McCartney with athletes in the Adidas British Olympic kit. Image by Getty
The unveiling of Stella McCartney’s kit for the British Olympic team today was billed as the “official reveal.” With flashing lights, heartbeat, baseline music and a podium-like set — all designed to build up suspense — there was a whiff of the TV game show about the event. Specifically, the 1990s British TV show Gladiators.
Staged in a marquee in the Tower of London, the tone veered from an incredibly slick marketing campaign to a moving celebration of British talent, to moments of slight absurdity ( a gymnast rising from inside a podium on a horse- the gymnastic, not equestrian variety.) Read more
The news this morning that Kraft had decided to re-christen its snack food group “Mondelēz International” has got me thinking about names, and the point or power therein. My first reaction, after all, upon reading the word was to make a face and roll my eyes and think: “ridiculous.” Yet who am I to talk: my particular industry is full of often unpronounceable, hard to spell, and apparently odd names — Proenza Schouler, Thakoon, Meadham Kirchhoff, Mary Katranzou, Prabal Gurung — that don’t seem to have hurt the brands themselves one bit.