In response to Tyler post about the use Behavioral Characteristics in Marketing

I think that this is diffidently a grey area for advertising because it certainly works, in terms of getting us to buy their product, but its also kind of tricking us into buying a product we might not need. They play into our basic human needs of being social creatures that feel a need to be part of a group. There is nothing wrong with it right now but I feel like there are lines that could easily be crossed. I really like the point you brought up though about the cologne and finding a mate because in nature some female animals only will mate with the male that is putting off the "best" or most desirable odor or the one with the "nicest" feathers. It a really interesting point of how marketers use basic animal instincts to get us to buy their product without us even really noticing it. Do you think that further research on animal characteristics and instincts could lead to better marketing or in some cases more manipulative Marketing? Is their already a field of marketing that may do studies like this and correlate them to marketing products?

Kraft Attempting to Rebrand International Image

Kraft has been known as a household since the early 1900's so it is a bit confusing to me as to why they would try and rename a brand that is over 100 years old. The company wants to change their name to Mondelez. A business insider article said that one of Kraft's executives thought of the idea and figured it would be a great name to use to re-brand Kraft international. The company will still be called Kraft in the US, but it is going to be called Mondelez everywhere else in the world they distribute to. ""Mondelez" (pronounced mohn-dah-LEEZ') is a newly coined word that evokes the idea of "delicious world."  "Monde" derives from the Latin word for "world," and "delez" is a fanciful expression of "delicious.""(Business Insider). I have read a couple articles on this and it seems that they are being met with a lot of negative reactions to this decision. The first complaint is that the word Mondelez sounds similar to a vulgar German term for oral sex, this is also according to another business insider article. Whether or not the the largest snack distribute in the world is going to make such a huge change to its image is uncertain at this time. It would be sad to see such a huge campaign like this flop on its face. Can anyone think of any other re-branding fails? Does anyone think it is a good idea to change their international name?