Dr. Pepper really hasn't been known for its marketing efforts since David Naughton was singing and dancing to the "I'm A Pepper" commercials back in the late 70s. And it's been about 15 years since anyone has given a crap about Guns N' Roses. So when savvy marketers put two stale brands together and drum up some lame controversy the result is instant online marketing success.

It all started back in March when Dr. Pepper promised Americans a free Dr. Pepper soda if Guns N' Roses long-awaited album "Chinese Democracy" was released before the end of 2008. Well it may have taken 14 years, but Axl Rose and a bunch of random studio musicians calling themselves Guns N' Roses did just that.

On November 23 Guns N' Roses released "Chinese Democracy" and Dr. Pepper was ready to deliver on their promise - free soda for everyone. Dr. Pepper posted a coupon on http://www.drpepper.com and gave fans 24 hours to go the web site and print it out. There aren't too many guarantees in this world, but one thing is certain - people love free stuff. So many people attempted to download the free soda coupon that the Dr. Pepper web site crashed. Let me repeat that - so many people attempted to download the free soda coupon that the Dr. Pepper web site crashed. Talk about brand awareness!

Now here comes the lame controversy. Some of those people who weren't able to get their free soda because of the crashed site complained publicly on blogs, forums, and social media sites blaming Axl Rose and Guns N' Roses, who weren't even involved in the promotion. Today it was announced that GNR lawyers sent a letter to the Dr. Pepper lawyers requesting an apology.

It's all kind of silly, but you can't argue the success of building brand awareness. Since the debacle of free soda for a select few, the recent search volume for searches for "guns n roses" and "dr pepper" are through-the-roof according to Google Trends. Perfect timing for a band that's not been in the news lately and needs to sell some albums.

So whether you got your free soda or not, Guns N' Roses and Dr. Pepper are getting a lot of free publicity from this mess. Maybe it’s all just a coincidence, but I'm guessing it as something to do with some awesome web marketing. 

Recent search volume for 'guns n roses' and 'dr pepper' from Google Trends

An acronym or shortened name makes whatever you’re doing sound more important.  If you tell your boss you’re going to D.S.O.P – “Good work Johnson.  Keep it up.”  If you tell your boss you’re going to “Do Shots of Patron,”  you probably won’t get the same pat on the back from HR.  I say to you, HR or should I call you…HUMAN RESOURCES . Sometimes my resource is tequila and I think you want me to forget what HR stands for!  Dammit HR!

There are plenty of examples of acronyms and shortened names that work well for brands.  Saab is a great example – in 1937 the Swedish automaker’s name was Venska Aeroplan Aktiebolaget which is a mouthful if you’re not from Sweden.  SAAB – much better.  In 1991, Kentucky Fried Chicken made the transition to KFC to get rid of “Fried” and all that guilt from their brand.  And its not because of the urban myth that they got rid of “chicken” because  they have genetically engineered an animal with 6 drumsticks for legs.  The Chickenpillar.  Sheesh – that is just ridiculous.   Although they HAVE made chickens that poop popcorn chicken.  Finally, on a rare but welcomed occasion,  pop culture decides to shorten your brand name for you – such as the trendy PBR (Pabst Blue Ribbon), whose rise to popularity is MGD’s (Miller Genuine Draft) wet dream.

But, many B2B companies assume that the acronym that is popular internally will be effective in branding to prospective customers.  Sometimes, year’s worth of brand equity can be lost due to internal brand boredom or because an acronym looks cool on the company softball shirt.

When can you get safely away with an acronym? If you’re massive, like GE. Or if you’ve dated Ben Affleck.

Which is why I’d like to announce today that I’m changing my name to General Electric Lopez.   My shortened nickname will be the most powerful name of all time.  GE-Lo.  (Hey, Ben – call me.  Muah!)

So the reason for this Blog post is that we’re here in Houston at a hotel and meeting right next to a group that should have never made acronmymized their name.  This is Josh and I enjoying the scene in front of the "TRD Meeting."  We’d like to thank the TRD group for playing right into our 13 year old senses of humor.  Insert your own TRD meeting comments.