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5 Things You Didn't Know About Mikhail Prokhorov

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It looks like Russian billionaire Mikhail Prokhorov has reached a deal to buy the floundering New Jersey Nets. What's Prokhorov's story, though? We did some digging, and here are five things you probably don't know about the man who could become the NBA's next owner.

1. He Got His Start in the Jeans Business

Buying an 80% stake in the Nets for an alleged $200 million would put a crunch in most peoples' budgets, but earlier this year Forbes reported that Prokhorov's cash holdings alone might be worth upwards of $5 billion. Unlike many fabulously wealthy men, though, he didn't get any financial help from his family. In fact, he got his start in the jeans business.


Although Prokhorov's parents weren't particularly rich, they were sharp. His mother was the head of a polymer research department at the Moscow Chemicals Institute, and his father also ran a lab. Their son excelled in his studies and attended Moscow State Institute of Finance. After he graduated from college, he got a job at the International Bank for Economic Cooperation in 1989. Prokhorov put his money in an investment vehicle that would only have thrived in the late 80's: an acid-washed jeans company. With the profits from his denim venture, Prokhorov continued to rise up the financial ladder.

2. He Knows His Metals

Although Prokhorov first grew to prominence in the financial sector, he made his serious loot in the mining industry. In 1993 he purchased Norilsk Nickel during the wave of post-Communism privatization and built the Siberian mining company into a natural resources titan. One of his major coups involved investing in specialized Finnish freighters that could move metals around the Arctic without needing icebreakers.

Just how big did Norilsk Nickel get under Prokhorov? In 2005 he spun off all of the company's gold mining assets into a separate company, Polyus Gold. Polyus Gold alone is now worth around $8 billion, and Prokhorov is still chairman of the company's board. He resigned as CEO of Norilsk Nickel in early 2007 and sold his shares in the company for $7.5 billion.

3. He Knows How to Throw a Party

Prokhorov ran afoul of French authorities in 2007 when he hosted a two-week Christmas party for his fellow Russian plutocrats at his chalet in the ski resort Courchevel. This wasn't the normal sort of "Turn down your loud music!" complaint for the cops, though. Police arrested Prokhorov on suspicion of flying prostitutes in from Moscow to service his guests.

A raid on the hotel where many guests were staying resulted in 26 arrests, including Prokhorov and seven beautiful 20-something Russian women. Prokhorov contended that his companions were just friends he had met at Moscow nightclubs. According to Prokhorov, he flew them in for the party and covered all of their expenses, but he didn't expect anything in return other than their company. The billionaire told the police he liked the company of intelligent women and that "to stay young, you have to be surrounded with youth and beauty." When the cops ascertained that none of the women were actually professional call girls or prostitutes, they released everyone without filing charges.

Perhaps the best quote on the whole debacle came from Nicolas Sarkozy, who was a presidential candidate at the time. When told of the charges, Sarkozy quipped, "There's a man who wants to please."

4. He Likes to Win a Bet

A good-looking 44-year-old with a net worth estimated at $9 billion? How could this guy not be Russia's most eligible bachelor? The Russian press hangs on each of Prokhorov's adventures with the young ladies, and he's apparently had quite a few, including reportedly dating supermodel Naomi Campbell.

russiaphA truly bizarre story about Prokhorov's love life broke in the spring of 2007. The oligarch was supposedly planning a $10-million wedding on Maldives in which he would marry an unknown woman. This wasn't going to be a storybook wedding, though; Prokhorov was allegedly marrying the woman only to divorce her one week later. Why would he act so erratically? To win a childhood bet. According to the Russian press, Prokhorov had made a bet with a childhood friend—both the stakes of the wager and the friend were unknown—that he would be married before his 42nd birthday. Russian reality TV host and socialite Ksenia Sobchak (pictured), also known as "Russia's Paris Hilton," even claimed that she would be the mysterious bride.


Despite all the fuss in the European press, Prokhorov's birthday passed without a wedding, and the real secret behind Prokhorov's love life remains a mystery.

5. He's a Sports Nut

cskaProkhorov may see the Nets as a good investment, but he's also the sort of sports fanatic who might be Russia's equivalent of Mark Cuban. Prokhorov is extremely tall—estimates range from 6'6" to 6'9"—and played basketball in his youth. He already owns a piece of CSKA Moscow, one of the top hoops teams in Europe.


He's not just a basketball fan, though. Earlier this summer there were rumors that Prokhorov might try to buy the Italian soccer team AS Roma, and although the team has denied any sale, there are still whispers that Prokhorov may end up in the soccer business as well. Forbes also notes that the oligarch "loves kickboxing."

'5 Things You Didn't Know About...' usually appears on Friday, but we moved it up this week. Read the previous installments here.

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13 Secrets of Professional Naming Consultants
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When it comes to companies and products, names matter. A slick name makes a company sound trendy and cool, while a terrible name can have customers running into the arms of the competition. Unsurprisingly, many companies take the process very seriously, hiring outside naming consultants who either work within creative agencies or at agencies devoted entirely to naming. We got a few to give us the scoop on how their job really works.

1. IT’S NOT JUST A CREATIVE TASK.

“The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line.

The stakes are just too high for naming to be a purely creative project, because a bad name can break a product. Consider, for example, the major slump in sales ISIS chocolates experienced in 2014 when people began to associate their name with the Islamic State. (The company rebranded itself to Libeert.) And when the AIDS crisis hit in the 1980s, the diet candy company Ayds chose not to change its name, eventually suffering the consequences. (When asked about it, an official from its parent company, Jeffrey Martin, famously snapped, “Let the disease change its name.”) By 1988, the company conceded that the name was hurting sales, and changed it to Diet Ayds. But the product was soon pulled from shelves altogether.

“When you’re naming your kid or nicknaming your car it’s more creative. There aren’t as many consequences,” says Nina Beckhardt, founder and CEO of the Naming Group, a consultancy that works with Chevrolet, Kohler, and Capital One. “But when you’re brand naming, the name you select has to be strategically impeccable. It has to make sense and at least not offend millions of people around the globe.”

2. NAMES CAN’T JUST SOUND GOOD.

Naming isn’t just a subjective choice—really liking a name doesn’t mean it’s a good fit for your company. “People want to get more subjective with it,” Beckhardt says. “They’ll say that name reminds me of my cat or rhymes with such and such. That observation is so enormously unimportant compared with the fact that the name successfully checks all the boxes we created at the beginning.” The point is to find a name that gets across what the company wants to convey, rather than one that every person involved in the naming process loves.

For example, when The Naming Group was working with Capital One to develop their first brand-name rewards credit card, the company had to consider who they were trying to target—travelers. The result was the Venture card, a name with a connotation of adventure and exploration that’s “not right on the nose.”

3. IT HELPS TO HAVE A BACKGROUND IN LINGUISTICS—OR TRADEMARK LAW.

Though naming is essentially an exercise in corporate strategy, naming agencies don’t just employ people with backgrounds in branding and marketing. They also need linguistics experts to help generate names that make sense, have positive connotations in modern usage (i.e. nothing that might have a negative slang meaning), and inspire the associations the company wants to elicit.

Coming up with a name also involves some legal legwork. You can’t name your company or product after something that’s already trademarked. And if you want to expand internationally, the name needs to be available to trademark in other countries as well. That means naming agencies are often looking for people with a background in trademark law.

4. YOU HAVE TO COME UP WITH HUNDREDS OF NAMES, IF NOT THOUSANDS.

“Naming is a game of numbers,” Beckhardt says. “You have to have a lot of options.” Even if the potential names sound great, many are bound to run into trademark conflicts or not work in another language.

So before namers get together to present feasible ideas to the clients they’re working with, they come up with hundreds, if not thousands, of potential options. “At Catchword, 200 names is scratching the surface,” Skoultchi says.

5. BUT THE CLIENT WON’T SEE THEM ALL.

When faced with too many options to choose from, people tend to freeze up in what psychologists call “choice overload” [PDF]. Whether you’re talking about choosing between similar items at the grocery store or an endless array of potential product names, it’s overwhelming to consider all the possibilities. Namers take their initial 200 or 1000 ideas and whittle them down to present only the best (and most feasible) options. At Catchword, that means about 50 names.

But namers can also face the opposite challenge. If a client gets too set on a single idea, it blinds them to what might be better options still out there. “For each project I will get and try to get the client attached to a number of different names,” Beckhardt says, rather than looking for “the prince charming” of names.

6. A NAME CAN BE TOO ORIGINAL

The amount of meaning a name communicates lies along a continuum. On the one end, there’s an overly descriptive name. On the other end, there’s so-called “empty vessel” names, which are so far removed from actual words that they come off as meaningless. The ideal name falls somewhere in the middle, but if you end up too far toward the “empty vessel” side, your name will be a target for mockery.

Consider Tribune Publishing, the media company that owns the Chicago Tribune. In 2016, it rebranded as “tronc,” a name derived from the phrase “Tribune online content.” The move was widely mocked, for good reason. In The New York Times, a branding expert said the name “creates an ugliness.” The new name became a black eye for the company rather than a sign of its forward-thinking vision.

Empty vessel names are particularly common in the tech world, but played right, it can work. Google could be considered an empty vessel name, but it does have an origin, albeit one that most people aren’t familiar with. A googol is a huge number—10100—which makes sense within the context of the search engine’s ability to aggregate results from a near-infinite number of sources online.

7. A NAME CAN’T JUST SOUND GOOD IN ENGLISH.

One reason naming agencies need linguists is that unless a company is only marketing its products domestically, the name needs to work in multiple languages. If your product sounds slick in English but means something dirty in Norwegian, you’ve got a problem.

Plenty of companies have found this out the hard way. The Honda Fit was almost the Honda Fitta, but the company changed the name when it realized that “fitta” was slang for female genitalia in Swedish. The company later started calling it the Honda Jazz outside of North America.

Different languages also pronounce certain letters differently, which gets awkward if you’re not careful. “When we’re developing names we have to prepare for those mispronunciations to make sure that isn’t going to affect how people understand the product,” Beckhardt says. In Germany, Vicks sells its products under the name Wick, because the German pronunciation of the original brand name (in which a “v” is pronounced like an “f”) sounds like a slang word for sex.

Even if the name isn’t vulgar, it might have connotations in another language that you don’t want people associating with your product. In Mandarin, Microsoft’s Bing has to go by a different name, because “bing” means disease. Part of the naming process, according to Beckhardt, is “making sure that if we’re naming a skin care product, it doesn’t mean acne in Japanese.” She adds that at one point, while working on a rebranding project, The Naming Group came up with a name that ended up meaning “pubic hair” in another language.

8. IF YOU DON’T COME UP WITH A FOREIGN NAME, CUSTOMERS MIGHT DO IT FOR YOU.

Famously, when Coca-Cola first started selling its products in China in 1927, it didn’t immediately come up with a new name that made sense in Chinese characters. Instead, shopkeepers transliterated the name Coca-Cola phonetically on their signage, leading to odd meanings like “bite the wax tadpole.” In 1928, Coke registered a Chinese trademark for the Mandarin 可口可乐 (K'o K'ou K'o Lê), which the company translates as “to permit mouth to be able to rejoice.”

9. COMING UP WITH A CHINESE NAME IS ESPECIALLY COMPLICATED.

Foreign companies are eager to expand into China’s growing market, but it’s not as easy as transliterating an American name, like LinkedIn, to Chinese characters. In some cases, companies use Chinese names that sound somewhat like their English equivalent, but in others, they go by names that don’t sound similar at all. “It’s this crazy art form of balancing phonic similarity and actual meaning,” Beckhardt says.

Labbrand, a consultancy founded in Shanghai, helps American companies come up with names that work for Chinese markets. For LinkedIn’s Chinese name, Labbrand was able to come up with a name that both sounded a bit like the original and still had a meaning in line with the company’s purpose. 领英 (lǐng yīng) means “leading elite.” For other companies, though, it makes more sense to come up with a name that sounds nothing like the American brand, yet has a strategic meaning. For Trip Advisor, Labbrand came up with “猫途鹰 (māo tú yīng)," a combination of the characters for "owl" and "journey"—a reference to the company’s owl logo and its role as a travel site.

Some names, however, are just straight translations. Microsoft is 微软 (weiruan), two characters that literally mean “micro” and “soft.”

10. THERE ISN'T USUALLY AN ‘A-HA’ MOMENT.

“Oftentimes, clients are expecting epiphany, to have an ‘a-ha!’ moment, but those moments are more rare than you think,” Skoultchi says. “It’s not because the name ideas aren't great, it’s because most people have trouble imagining” what the names will sound like in the real world. “Context, visual identity, taglines, copy, and other factors influence our perception of a name and how appealing it is. Imagine just about any modern blockbuster brand, and now imagine it’s just a word on a page, in Helvetica, with little to no marketing support.”

To help customers understand how a name might look in real-world settings, Catchword gives it a slightly jazzier graphic design that’s more representative of what it would look like in the market, adding in potential taglines and ad copy to make it look more realistic.

11. YOU’RE NOT JUST NAMING ONE THING.

The Naming Group, for example, has worked with Capital One, Kohler, and Reebok to come up with names for multiple products, and they've also worked to establish perimeters for future names. That's because what you call one product could have implications for your future products—and ideally, the names of different products across a company should work together.

Take the example of Fitbit. The company has a naming style that involves single-syllable, simple English words that are designed to convey something unique about the product. They also had to fit the tiny devices themselves, so length mattered. The name “Flex” went to the first wristband tracker, and the most advanced tracker became “Force.” Later, the first tracker that measured heart rate would become "Charge," and the one designed for high-intensity athletes, "Blaze." All the names have a similar vibe while managing to convey something about the specific device.

As a cautionary tale, imagine a world in which Steve Jobs was allowed to use his preferred name for the iMac, “MacMan.” (Luckily, an ad agency creative director talked him out of it.) Given how the “i” in iMac influenced Apple’s future naming conventions, would there later have been a PodMan and PhoneMan? Choosing the iMac led to a larger branding scheme—the iPod, the iPhone, the iPad—that's instantly recognizable. “The PhoneMan” just wouldn’t have the same ring.

12. COMPANIES OFTEN WAIT UNTIL THE LAST MINUTE.

There’s a perception that naming should come from within a company—that if you build a product, you automatically know the best thing to call it. But that’s often not the case. Companies usually don’t employ professional namers on staff and don’t have any set guidelines on how to come up with new names. And it’s often not until the last minute that they realize they need outside help to decide on a great moniker. “It can be so emotional,” Beckhardt explains. “Companies come to you pulling their hair out, [saying] ‘We just can’t decide; we haven’t found it yet.’”

13. IT ONLY TAKES A FEW WEEKS.

Naming something usually doesn’t involve a lightning bolt of inspiration, but neither do companies slave over names for months. According to Beckhardt, the process takes anywhere from four to six weeks, though they can expedite the process if they really need to.

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15 Things You Might Not Know About Ben & Jerry's
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You know which flavor of Ben & Jerry's ice cream is your favorite, and whether you prefer to eat it from a bowl or straight out of the pint. But there’s probably a lot you don’t know about the company that turned Cherry Garcia and Chunky Monkey into household names. Here are 15 things you might not know about Ben & Jerry’s.

1. THE COMPANY WAS LAUNCHED WITH A $5 CORRESPONDENCE COURSE.

Considering the popularity of Ben & Jerry’s products worldwide, it’s hard to believe that co-founders Ben Cohen and Jerry Greenfield started the business by spending a mere $5 on a correspondence course in ice cream-making from Penn State. From there, they pooled $8000—and borrowed another $4000—to open their first ice cream shop, in a renovated gas station in Burlington, Vermont.

2. CO-FOUNDER BEN COHEN HAS NO SENSE OF SMELL.

Ben Cohen and Jerry Greenfield
Jamie McCarthy/Getty Images for Ben & Jerry's

Cohen—the "Ben" in Ben & Jerry’s—suffers from anosmia, meaning that he has almost no sense of smell. It’s for that very reason that Ben & Jerry’s flavors are so rich. If he couldn’t taste a recipe, he’d just add more flavoring.

3. EMPLOYEES GET A PINT ALLOTMENT.

Working at Ben & Jerry’s corporate headquarters in South Burlington, Vermont has its perks—like a take-home allowance of three pints of ice cream per day! Fortunately, the office also has a fully equipped gym. They also have a yoga instructor and an occasional massage therapist. (No wonder they also need a nap room.)

4. MOST FLAVORS START WITH THE SAME BASE.

Jamie McCarthy/Getty Images for Ben & Jerry's

The base for most of Ben & Jerry's flavors is the same: a mix of milk, cream, liquid sugar, egg yolks, and water. But there are a couple of variations that have different fat and sugar levels. Choosing which to start with depends on what’s going to be added in. If a recipe calls for something high fat, like peanut butter, it starts with a lower fat base. "If you’re at too high a fat level, once you freeze it, you’re going to end up with concrete; it’s not going to come out of the machine," former Flavor Guru Kirsten Schimoler told Mental Floss. "If they’re adding something sweet, like caramel, they use one with lower sugar."

5. IT CAN TAKE MORE THAN A YEAR TO DEVELOP A NEW FLAVOR.

While it might seem like new flavors of Ben & Jerry’s are popping up in the freezer of your local grocery store all the time, each new flavor goes through a rigorous process before being launched to the public. According to one of the company’s Flavor Gurus, the average development cycle of a new pint is about 12 to 14 months.

6. SCHWEDDY BALLS, ON THE OTHER HAND, WAS DEVELOPED IN RECORD TIME.

While, in general, it can take a year or more for a new Ben & Jerry's flavor to go from concept to grocery store freezers, Schweddy Balls—a flavor inspired by Alec Baldwin's classic Saturday Night Live holiday skit—made it to market in a record four months when it was released for the 2011 holiday season. Unfortunately, the flavor—vanilla ice cream with a bit of rum and fudge-covered rum and malt balls—has since been retired.

7. YOU CAN PAY TRIBUTE TO YOUR FAVORITE DEARLY DEPARTED FLAVORS AT BEN & JERRY’S FLAVOR GRAVEYARD.

Ben & Jerry's Homemade, Inc.

Speaking of discontinued flavors: True devotees of the beloved B&J brand can pay a visit to the company’s Flavor Graveyard at their factory in Waterbury, Vermont. Yes, it’s an actual graveyard where dozens of now-discontinued flavors, which they refer to as the "dearly depinted," have their very own headstones with clever epitaphs. Sugar Plum’s, for example, states that: "It swirled in our heads, it danced in our dreams, it proved not to be though, the best of ice creams."

8. THE FLAVOR GRAVEYARD HAS A COUPLE OF ZOMBIES.

Just because a flavor is dead and buried in the Flavor Graveyard doesn't mean it can’t come back to life. After a decade of strong sales, Ben & Jerry’s reluctantly had to retire White Russian in 1996, but not because it wasn't popular. The cost of the Kahlua-like flavoring that was used in its production became too prohibitive. But the customers spoke and White Russian was eventually resurrected, but only in Scoop Shops (sorry grocery store customers).

9. SOMETIMES THE NAME DICTATES THE FLAVOR.

Ben & Jerry's Homemade, Inc.

It doesn't happen often, but on a few occasions, the company has come up with a new flavor name before developing the flavor itself. This is what happened with Liz Lemon Greek Frozen Yogurt, based on Tina Fey's 30 Rock character. "They knew they wanted to do a Liz Lemon flavor but didn't know what they wanted it to be," Schimoler said. "We looked at so many different lemon flavors."

10. EACH YEAR, THE FLAVOR GURUS MAKE A PILGRIMAGE TO A FORWARD-THINKING FOOD CITY.

In order to stay ahead of the flavor curve, they’ll spend 12 hours a day tasting offerings from food venues of all types, hitting as many as 10 spots a day. The inspiration for the aforementioned Liz Lemon Greek Frozen Yogurt? A blueberry-lavender cocktail in San Francisco.

11. CUSTOMERS PLAY A VITAL ROLE IN DECIDING NEW FLAVORS.

Ben & Jerry's Homemade, Inc.

Each year, the company receives about 13,000 suggestions for new flavors from beloved pint-devourers the world over. The team reviews each and every submission for consideration and to look for recurring themes or flavor suggestions, which can be invaluable in developing new crave-worthy pints. Some of the company's most iconic flavors were born from customer feedback, including Cherry Garcia, which was suggested by two Deadheads from Portland, Maine. The flavor spent more than a decade at the top of the list of favorite flavors.

12. NOT EVERY FLAVOR CAN BE FOUND IN YOUR LOCAL GROCERY STORE.

Not every flavor of Ben & Jerry’s ice cream comes in a pint or is available at your local grocery store. The company regularly creates flavors exclusively for a single retailer or specific to one geographic location (Canada, for example, has If I Had 1,000,000 Flavours, a multiflavored ice cream that the company created in collaboration with Barenaked Ladies). The Scoop Shops carry exclusive flavors, too—like Maccha Made in Heaven (Maccha green tea ice cream with caramelized pecans), which is popular in Tokyo.

13. THERE'S ONE INGREDIENT THAT WILL NEVER MAKE IT INTO A PINT. 

Though bacon is among among one of the most requested items that customers have for the Ben & Jerry's team, it won’t be making its way into a pint near you. The reason? Ben & Jerry's plants are kosher.

14. KALE ICE CREAM WON'T BE HAPPENING EITHER.

The company has a long list of regular vendors for things like chocolate and caramel, but there's an even longer list of snack peddlers hoping to sell their ingredients in a pint of ice cream, including one very persistent proponent of kale chips. Though the R&D team did attempt to implement the healthful ingredient into a batch of ice cream, the flavor gurus don't imagine that it would be a hot seller, noting that, "No one wants to sit down with a pint of Kale Ben & Jerry's."

15. BEN & JERRY'S ALSO COMES IN BEER FORM.

New Belgium Brewing

For ice cream lovers who prefer to guzzle the sweet stuff, Ben & Jerry's has regularly collaborated with Colorado's New Belgium Brewing to create beers that replicate the ice cream’s delicious flavors. The partnership kicked off in 2015 with a Salted Caramel Brownie Brown Ale, and last fall they came up with a Chocolate Chip Cookie Dough Ale.

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