Name call #6: '3' from Hutch

The Hutchison Whampoa Group has chosen '3' as their brand name for their basket of 3G services. Is it a good choice? It's a tough one to call. While it's a simple way to get straight to the point of 3G, I don't think it says much. It doesn't talk about the wonderful things 3G offers. It doesn't say anything revolutionary. It isn't evocative. It's just a number. Admittedly, the 'Rule of 3' in marketing communication says '3' is a good choice. That said, when it comes to naming a service like 3G, I say it's not. Of course, if they promote the offerings of 3G well, the service will make up for the simplistic name. After all, a name is just an important part of the marketing mix. How important, we'll have to wait and see.