rob waller

Monday, May 11, 2009

Branding oxymoron


The new kettle in our department is all wrong. A Frigidaire is a fridge. It has to be cold.

Oddly enough, I kept trying to turn it on by pressing the switch down (I think every other kettle works that way), but you had to pull it up. I thought it was because Frigidaire is an American brand and their light switches work the opposite way to ours (up is on). Paul Luna had a more ingenious idea - if Frigidaires normally get cold when you switch them on (ie, push the switch down), to get them to be hot you had to do the opposite (ie, pull the switch up).

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