Qwikster name too quixotic?

Strategic Name Development

By Suzanne Choney

Netflix' new name for its DVD rental-by-mail service is being received with mixed results (including the Twitter account holder who uses that name, a teen). Brand-naming company Strategic Name Development did some "qwik" research Monday, the day Qwikster was announced, interviewing 500 consumers.

"Perhaps due to its created and unusual spelling, more than a third of consumers view the Qwikster name as contemporary," said Strategic Name Development. "But more importantly, to the Qwikster's name detriment, an equal number (36 percent) consider the Qwikster name 'easily confused with similar names.' "

While 57 percent said they consider the name ideal for a "service that is faster than any other alternative," not everyone felt that way, including 11 percent who said Qwikster's a good handle for "a service that helps you hook-up with the opposite sex."

Here's some "representative" quotes gathered by the Minneapolis-based company:

Netflix / Qwikster

Reminds me of Napster and we all know what happened to them."

Sounds like the game site winster.com

You misspelled Twitter.

Makes me think of the Nestle chocolate drink.

Quixtar comes to mind.

Others said the name sounds just plain "tacky," "really corny" and "more like a children's toy."

Many felt that Netflix should have kept the Netflix name for its DVD service, and given Qwikster to the streaming service. The Qwikster name, said one, "... has nothing to do with the movies."

"They should have Flix in the name, Mailflix, Dvdflix," said another.

"Qwikster is so generic it could be anything and has no chance of becoming a household name," was yet another opinion.

Good points all. Still, it might be good to remember another fairly recent product that was introduced with an almost-odious name. It was called the iPad, and seems to have done fine.

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Up Uranus

"Meet me for a qwikster behind the dumpster"

1 vote

#1 - Tue Sep 20, 2011 9:12 PM EDT

Randi is a girl

HA!

#1.1 - Wed Sep 21, 2011 3:07 PM EDT

Jeff-3257039

Interesting they would choose the name 'quikster' when their mailing service is anything BUT quick.....

#2 - Wed Sep 21, 2011 9:42 AM EDT

Brian-546328

How does a company grow to be this big when it's run by morons?

All I can figure is that the original brains behind the company took their money and bugged out a long time ago.

#3 - Wed Sep 21, 2011 10:00 AM EDT

Randy-617159

The iPad is not a good comparison as it was simply an extension of the iPod and iPhone and iTunes. Clearly works with the theme. How is Quikster an extension of Netflix? I am not even sure I spelled it right. Complete failure. R.I.P. Netflix, it was good while it lasted.

I was pretty confident that Netflix was going to be fine - until they pulled this boneheaded move. Now I am pretty sure they have shot themselves in both feet. That has to be the worst product naming I have seen in years. They absolutely should have used a name based on Netflix - and the new name should have been attached to the newer product. Leave the original alone. That is what brought you to the party, so keep dancing.

#4 - Wed Sep 21, 2011 11:34 AM EDT

Stoltz

Just think, when they go out of business and sell their DVD stock on ebay you should be able to get a good deal.

#5 - Wed Sep 21, 2011 12:44 PM EDT