LightCarbon on The Nero Show: Rebranding Idea

[carbonMad]

I'll take LightCarbon over any of the option in the poll.

[Dan S.]

I am proudly flexin’ Lightcarbon on my wheels.    I actually think the LC logo is one of the best looking ones around.

[Abreu.T]

I think the criticism around the name “LightCarbon” is a bit misplaced.

It’s not a bad name — it’s descriptive. Same as many brands that are now fully accepted. If we judged purely on names, companies like Giant or Specialized wouldn’t sound particularly premium either, yet nobody questions them because their reputation is established.

Brand perception comes with exposure and proven products, not just wording.

A simple analogy: when you’re trying to become someone, you wear a suit so people take you seriously. But when you’re already Bill Gates, you can show up in pajamas and nobody cares.

It’s the same with brands. Once the product, performance, and credibility are there, the name stops mattering. LightCarbon is simply earlier in that acceptance curve.

[crazyravr]

IMHO there is nothing wrong with the name.
Specialized, Cannondale, Giant? what do any of these mean and is this any better than lets say Sava, LightCarbon, Tavelo, Superteam etc? Its just a name.

[Bender87]

Just throwing "Cube" into the thread 

[POTOOOOOOOO]

It’s nothing to do with the name, it’s brand identity/Marketing.
Most Chinese brands just aren’t desirable (yet) and those that are, have usually been around for many years earning and building their reputation.

I personally wouldn’t own a Pinarello as I think they’re shit, but most cyclists start frothing and aspire to own one.
Same for BMW, I think they make horrendous cars, but people aspire to own one for whatever reason.

I guess what I’m trying to say here, is does the branding/ marketing connect with you. If it does, great.
If it doesn’t, so what? Don’t buy it.

[HarryFunmaker]

I agree with Jesse that I'm not ordering from companies that don't have prices listed on their website and make you send an e-mail to enquire. Setting up an online store is a better move if they care about their sales to average western customers. Maybe they are doing fine as is and/or don't care that much about individual customers, which is fair enough.

[patliean1]

I recognize I'm in a position to basically treat bikes as disposable objects. Maybe I'd feel differently if I were spending my own money for each build. Although all my Western branded bikes were bought by myself.

People treat branding as a symbol of status. Or a sense of belonging to a certain community. Or even just purposely counter culture. The public feedback I received when I had my Tarmac SL8 occasionally felt weird. As if I was somehow now validated for riding a premium bike from a brand that half the city of Chicago rides. It was off putting. And I'd even argue that for (some) people it was a vanity, cognitive dissonance, or just plain old insecurity. But I'm not a psychologist...

I've always been someone who preferred being different. Music, fashion, cars etc. Ever since I was a kid. So the branding and naming of bikes never bother me. If the bike performs well and the quality control is there, that's all I've really cared about.

[Abreu.T]

I agree with Jesse that I'm not ordering from companies that don't have prices listed on their website and make you send an e-mail to enquire. Setting up an online store is a better move if they care about their sales to average western customers. Maybe they are doing fine as is and/or don't care that much about individual customers, which is fair enough.

Well, they do have prices listed on some items (not all of them — and I agree they should add price tags to everything).

But I don’t think setting up a full online store would necessarily be better — that would likely increase prices (extra labor, platform costs, etc.).

The email approach works well, especially since most orders involve some level of customization anyway.

Just my opinion.

[Da11as]

purposely counter culture.

This. Go for:
HeavyCarbon
S-Porks
Fuktor
Glant
Blanci
Minerallo
Spott

[Pedaldancer]

I'll take LightCarbon over any of the option in the poll.

I agree 100%


 LTC abbreviations are always difficult.. you may easily mess it up if there's a bad meaning also for that specific one.

 RAW .. well better the carbon was in the oven!

 FIBER  association to dirt and dust
PUNCH  .... and on the top tube "fist" ?? Don't get the connection why punching is good thing for cycling.

ALPE  so counter idea to rocky mountains.  But why should a Chinese company call themselves with European mountains?

[bikesurfer]

I felt this way about Winspace when I purchased my first set of wheels from them in 2019. Now that i have been saying it for 6 years and their media presence has grown, the name has become normalized and therefore, less odd sounding - to me

[Takiyaki]

They need help.

They seem to be doing fine to me.

Branding/marketing is just added cost for no benefit to the consumer. Plenty of other heavily marketed brands to choose from and pay more for.

[neXt]

I don't think LightCarbon is a good name, but not a bad one either.

As already mentioned "Cube" ist a good example. No one think about how stupid this name is, so how is LightCarbon different?
I agree most chinese brand names try to hard to have a meaning, to be too descriptive. Personally I prefer more abstract names, but I guess that doesn't work without marketing.

I have ordered my frame with  Lightcarbon logo and decal, because I think that's better than nothing or inventing my "own brand", that's too fake for me..

[HanzJWermhat]

Why not name it after some mountain, wind or something from China? call it Kansang, or Kangri. find a name that is "westerny" but similar enough

Or yeah go the Cube route, call it something so abstract that its just a cool name.

I have a Lightcarbon, I opted for no decals, but it does feel very bare bones without something