RE: TECHWR-L Digest, Vol 108, Issue 6

Subject: RE: TECHWR-L Digest, Vol 108, Issue 6
From: "LTC Writer" <Ltc -dot- writer -at- comcast -dot- net>
To: <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Wed, 8 Oct 2014 17:52:47 -0500

I'm with Gene Kim-Eng and Tony Chung on this for a marketing pieces. You do
not want to dilute the company's brand. If you do it, then everyone else can
do it.

Tim Lewis
Lewis Technical Communications, Inc.

Making complex information more useful.

-----Original Message-----


Message: 10
Date: Tue, 07 Oct 2014 09:26:57 -0700
From: Gene Kim-Eng <techwr -at- genek -dot- com>
To: Kornika King <kornika -dot- king -at- gmail -dot- com>, TECHWR-L
<techwr-l -at- lists -dot- techwr-l -dot- com>
Subject: Re: Acronyms in Marketing Material
Message-ID: <54341451 -dot- 9000400 -at- genek -dot- com>
Content-Type: text/plain; charset=ISO-8859-1; format=flowed

Industry-wide acronyms in common use by the targeted readers are probably
ok. I wouldn't use product acronyms for something I was trying to sell to
the reader. Even a moment ary confusion that can be easily resolved by
looking back at the initial use and definition is still a distraction from
the marketing objective.

Gene Kim-Eng

On 10/7/2014 8:33 AM, Kornika King wrote:
> Yay or nay?
> For example, "My Awesome Software is a complete solution for ..." and
> then later, "MAS will help you ..."

Message: 12
Date: Tue, 7 Oct 2014 10:17:37 -0700
From: Tony Chung <tonyc -at- tonychung -dot- ca>
To: Kornika King <kornika -dot- king -at- gmail -dot- com>
Cc: TECHWR-L <techwr-l -at- lists -dot- techwr-l -dot- com>
Subject: Re: Acronyms in Marketing Material
<CAPnOPiEJ83eEjc4EDUBvW4fP1tXaoXCdER+=noJ7Hj6tBKFz7A -at- mail -dot- gmail -dot- com>
Content-Type: text/plain; charset=UTF-8


I've seen acronyms in tech and marketing materials, using different

- My Awesome Software (MAS) ... Then use MAS from that point onward.

- MAS (My Awesome Software) ... Then use MAS from this point onward.

However, to Gene'a point, why wouldn't Marketing want to build the brand
around the product name, rather than the acronym. Is the product name so
long that only an acronym would do?

Perhaps marketing wants to build the acronym as the brand?


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