'Koch Media,' a German producer, marketer, and publisher of video games, announced its new branding portfolio under the name 'Plaion.' According to Frank Weber, the Vice President of Global Sales: “The more international, the more global we got as a company, the more clear it was from a pure phonetic point of view that our name wasn’t ideal internationally," this is to say that Koch Media frequently encountered mispronunciation and confusion surrounding its name.
In addition to Plaion being more approachable from an international standpoint, Weber even stated that there was continual internal discussion around the true pronunciation of Koch Media within the company itself, with some pronouncing it "Kotch" and others pronouncing it "Kough."
The addition of the name Plaion, which is pronounced "play on," not only makes the name easier to pronounce for many consumers and employees, but also solidifies the branding of the company as a gaming-focused media and entertainment organization. As such, future marketing and products will feature the name Plaion, beginning as soon as possible.
Image Credit: Plaion
Key Themes Behind This Trend
- Rebranded Game Publishers
- More video game publishers are likely to follow Koch Media in rebranding in order to create a more accessible and approachable international presence.
- Phonetic Branding
- Brands across industries may begin to prioritize phonetic clarity and ease of pronunciation in order to better establish themselves in the global market.
- Gaming-focused Branding
- Companies in the gaming industry may shift towards more gaming-focused branding to differentiate themselves and signal their focus on entertainment and media content.
Where This Applies
- Gaming
- Gaming companies may look to follow Koch Media's lead in establishing a clear and approachable international brand presence.
- Marketing and Advertising
- Marketing and advertising firms may need to consider the importance of phonetic clarity in branding and messaging, particularly for global campaigns.
- Media and Entertainment
- Companies in the broader media and entertainment industries may need to differentiate themselves through more targeted, specific branding like Plaion's gaming-focused approach.
