Officially announced: North becomes Duotone

[fernmanus]

ever tried to secure a name?

Yes, I own a company and I have had to secure several trademarks. It can be an expensive and an involved process, but a strong brand is valuable. If the value was just in the models, North Sails would not be making this play.

[Toby]

So if you know it, and know how much times it takes, you wouldn’t take one you already own?
Imagine you register one and have to wait until it’s registered...what happens with your business if you can’t use North anymore and need to wait...good idea?

[fernmanus]

It does not take very long to do a trademark search. A lot rides on a brand name.

The name “Best” was a great name. Do an interet search on the best kite to buy and up pops “Best”. It is too bad that name has been sullied in so many ways, but the original name was excellent.

“North” is much more than a name to me. North has a long tradition of innovation, quality, and outstanding riders.

Tell me if a Coca-Cola bottler started producing Duotone Cola tomorrow, would you think of it the same as Coca-Cola? How about a Duotone 911, Duotone Pizza, Duotone toothpaste, Duotone computers, Duotone Batteries, Duotone Stumpjumper, etc.?

Whether “Duotone” is a good choice or not remains to be seen. I think they could have done better and so do a lot of others. Will I still buy their products? Yes, if they remain true to their quality commitment.

[foilholio]

2. Settling on the name Duotone because they already owned the name. Just because you own the name, it does not make it a good one.

ever tried to secure a name?

try, then I am sure you would one that is in your portfolio already

Don't they already have Ion? Many leagues better than Duotone.

We are about to witness the power of a name, North vs Duotone. How much loss of market share can Duotone survive?

[Toby]

IONs success is that it has not North on it !
It's neutral to any kite or board brand !

Like Neil Pryde is.

If it would say North, ION would be 50% smaller !

[tautologies]

So if you know it, and know how much times it takes, you wouldn’t take one you already own?
Imagine you register one and have to wait until it’s registered...what happens with your business if you can’t use North anymore and need to wait...good idea?

No.

[foilholio]

IONs success is that it has not North on it !
It's neutral to any kite or board brand !

Like Neil Pryde is.

If it would say North, ION would be 50% smaller !

I actually think maybe wrongly the opposite, if Ion was branded North they would be bigger. There is obvious issues with Pros on other kites but also Ion. The thing is I am sure North was the main money maker. Surely sanely you would jump to your existing well known name to try limit the damage. No way to sugar coat this but Duotone just feels like a shit name. I hope people look past the name, but lets face it the North name carries weight. Now with the North owners seemingly throwing a lot of money at keeping the brand going, there is no way Duotone is going to get out of this without damage, and I think a lot of damage. Long term they can recover, but from the foil side Duotones team of designers have quite some deficits. It is quite possible if North picks up some better designers they can outdo Duotone. And of course advertising, which is what builds these silly identities. Dollar for dollar Dutone will have to now compete against North, who has the name. Who is to say maybe North will throw enough money your way Toby to affect your allegiance.

[Toby]

Which allegiance?

I ride the gear I need. Can’t purchase me, because my gear is more important than any money.

[alunj]

I’m surprised whoever at B&M set upon reusing duotone is still with them !
I’ve been in Portugal the last few weeks with many European riders and the biggest issue with Duotone is pronunciation
Every single European pronounces it differently .
I’ve heard probably 10 ways of saying it .
Even the most hardened riders are making jokes about the name !
Duoballs , duo testicals etc etc etc

[Lokihel]

I’ve been in Portugal the last few weeks with many European riders and the biggest issue with Duotone is pronunciation
Every single European pronounces it differently .
I’ve heard probably 10 ways of saying it .

I'm not sure if North is actually easier to pronounce.
The -th sound is not easy for non-native English speakers. No idea how the other pronounce it, but the French tend to say Norsse