Enjoying the new Castrol Edge

I have often told people working for a company, that if they didn’t like the name or logo, there were only 3 choices available to them:

  1. Organize a program to evaluate and change it
  2. Live up to it
  3. Quit

Usually there are no other options, though a variation on (1) above is to refresh the logo without changing the name per se. So when I was planning on writing this note about how tired and old the Castrol Oil nameNaming of sports clubs, industrial product branding, looked in their sponsorship of the World Cup in Brazil. So today, in between watching some games, I try to do a screen capture of the old logo in use on the sideline billboards, only to find a brand new refreshed, but still distinctly recognizable, new Castrol logo, complete with icon in use at the latest stadiums as they promote their Castrol Edge brand to the world.

Was I mistaken or did some of the earlier sites not get the update? Or were they using old painted signs and not the new electronic billboards? Regardless, now all is well and we realize what a great international brand Castrol is when they can justify such sponsorship.

Quite a change from their painting of Nascar cards in red and green isn’t it?

(C) Copyright 2014 Brighter Naming ®

Posted in Branding, Consumer Goods, Industrial Products Naming, Name Changes, Naming News, Sports Naming

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See his industry naming commentary (where he takes a critical look at names) via the blog on this site