I was speaking with a colleague last week about the amazing work that Air for Mobile facilitates, and we both agreed that with the battering the Flash brand has taken recently, it might be time for a bit of a rebranding exercise at Adobe.
Here’s my thoughts on the matter. I’m aware of the multitude of inputs into a branding strategy, so I’m going to take a step into the inner workings and decisions that need to be made at the beginning of a project.
It’s very simple really. The Flash name is extraordinarily pervasive. It’s just that it’s got a bad wrap in certain circles. But rather than diluting the brand by sharing the kudos with Air, I suggest the following re-naming of the three core Flash products:
Air for Mobile becomes Flash for Mobile
Air for Desktop becomes Flash for Desktop
Flash for the browser becomes (wait for it) Flash for Browser
At the moment, stake holders are scared off by the Flash name because they associate it with not working on Mobile platforms. Fooey to that I say, instead of diluting the Flash branding, why not elevate it for what it is? Flash powers Mobile, Desktop and the Browser, so why not use the word Flash to let everyone know this is the case?
The discussion often comes down to this, “Flash doesn’t work on mobile does it?”. And the answer at the moment comes, “No but Air does”. This conversation is essentially a negative one for the Flash brand as a whole. Instead the answer could be, “Yes, of course Flash for Mobile works on mobile devices”. It’s a simple difference semantically, but would make a big difference to the mindset of those involved in choosing which technology to utilise for their project.
What do others think? Would this create more issues, or help to put the Flash brand back on track?
I realise there’s the Flash projector which may not fit into the naming strategy above, as technically it’s Flash and not Air – any thoughts on how that might fit into one of the three categories?