Don't ignore a name challenge in South Africa
What happens when you ignore a name challenge in South Africa?
Sometimes the government picks your new name for you. And it's a number.
In South Africa, a tuckshop called Sun City Tuckshop didn't respond to Sun International's challenge. The tribunal ruled without them and gave them 60 days to drop "Sun City." If they don't, their name becomes their registration number.
In the UK, a company called Simpson Thacher & Barlett Ltd (one letter off the law firm Simpson Thacher & Bartlett) was ordered to change its name. It didn't. So the tribunal renamed it 16434548 LTD.
Bam. That's the name now.
A cease-and-desist letter or a name challenge isn't junk mail. It's a deadline. And a rename you plan is a lot better than one that's done to you.
Jan Paul Ostendorf
I wouldn't have thought of this connection at first, but I can see it now. A new paper in Psychology & Marketing ran seven studies with 1,636 people and found that lonely consumers prefer complex packaging over simple, clean designs. The researchers say it comes down to a desire for "symbolic security." When people feel alone, a fuller, richer design feels safer. The effect was even stronger in people who don't naturally feel secure. I admit it. As a designer myself, I know most of us love minimalism. But your customer's brain isn't grading your package on taste. It's quietly asking, "Is this safe? Do I belong here?" That's the kind of thing I dig into in my book Unspeakable Attraction: the instincts and emotions that drive choices people never say out loud. If you're interested in this kind of stuff and want a free PDF of the book, DM me for a copy. And here's the link to the research paper: https://lnkd.in/eZ8CirDn
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