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.
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