What's with all the acronyms? KFS, FRM, TSI?

[MorePower4me 0]

I was looking at Easton's S19 gloves and 1/2 the description is coded in acronyms!

They have FlexFlare, Flex Thumb, FRM, SHOX, and TSI.

Then when you click the 'more' option to find out about this amazing technology, it tells you the words.

FRM = Free Range of Motion

SHOX = optimizes puck feel and control for enhanced stick handling and passing

TSI = Triple Segmented Index finger allows for improved contact and control

If you're going to trademark and list your 'amazing' advances in gloves, tell me enough about it to warrant a 'wow' or just call it by its name. FRM = everything. Every product made in the last 20 years has 'free range of motion' - Sorry Easton. And if yours is that much better, tell me why/how, don't just give it a trademarked acronym.

Same with SHOX. Just listing the name and telling me that it optimizes 'handling and passing' is BS. How? Why?

The stick section was the same way, possibly even worse.

Reebok and Bauer weren't nearly as bad. So does Easton just assume we aren't too bright? Do they just appeal to younger guys who don't look too hard?

If you dig WAY into the technology/difference section they put the marketing lingo into 'normal' speak, but if you describe 'Bio-Dri' (one example) as "moisture wicking material", then why not just list it in the description as "moisture wicking material". It's not anymore impressive/effective listing it as 'BioDri', you've just wasted my time.

Do we really need to dig through page upon page to find your marketing speak key?

I like Easton stuff, and was seriously looking at the gloves, but not anymore. You have to respect me slightly more as a consumer to get my $$$. Especially when your competitors do.

Sorry, done with my rant now.

[Too Old 1]

WTF? BFD! :lol:

[GimpIndustries 1]

WTF? BFD! :lol:

haha

I do agree to an extent though, give us a little more than an acronym and what it stands for.

[MorePower4me 0]

Yeah, BFD, and it probably only bothers me because I'm a techy analysis geek, but if they take the time to come up with the acronym in the first place instead of just saying what it is, there must be some reason!

:P :D

[JR Boucicaut 3804]

I have a picture that is downright hilarious. I need to find it.

[Drewhunz 3]

The old Easton banner?

[JR Boucicaut 3804]

Yes. I have no idea where that pic is.

It had every acronym. LOL

[kenneth 5]

don't look in the auto industry

[MorePower4me 0]

don't look in the auto industry

Now I never thought those were too bad, but maybe I'm not looking in the right places?

TDI - Turbo Diesel. Makes sense and is descriptive

ABS - Makes sense

VTEC - Techy, but accurately describes the process

I think the problem comes when a manufacturer tries to make their feature (composed of the same pieces everyone elses is) unique, for no reason.

[Scotty 8]

I think the problem comes when a manufacturer tries to make their feature (composed of the same pieces everyone elses is) unique, for no reason.

This is the correct answer. It's all pure marketing because everyone wants their product to sound more important.

[duch 0]

I don't understand why acronyms would bother someone. It's just a shorter way of describing the features of your product. If you want to know what it means there is usually a detailed description in a paragraph next to the acronym. We all understand it's a marketing technique and I really don't agree it's an insult in any way to our intelligence. All the hockey equipment manufacturers use it ,but Easton just uses it more than RBK or Bauer. As already stated, acronyms are widely used to market all sorts of various products. Heck, their even used where I work. Their just the latest gimmick to shorten the means to describe something.

[dsjunior1388 81]

I don't understand why acronyms would bother someone. It's just a shorter way of describing the features of your product. If you want to know what it means there is usually a detailed description in a paragraph next to the acronym. We all understand it's a marketing technique and I really don't agree it's an insult in any way to our intelligence. All the hockey equipment manufacturers use it ,but Easton just uses it more than RBK or Bauer. As already stated, acronyms are widely used to market all sorts of various products. Heck, their even used where I work. Their just the latest gimmick to shorten the means to describe something.

Yea, but the alphabet soup get annoying. Trying to remember which curve you want from Bauer is ridiculous, so many P's and 9s and all different. They have like 20 curves, and only 5 or so of them have player names.

[jrhky36 1]

in hte military we would just use acronyms and be able to speak complete sentences. it it insane the amount of acronyms the military uses.

[Law Goalie 147]

While the point of an acronym per se is to compress meaning, in marketing terms, the point is to induce the target to unpack the meaning. This relies on the very simple principle that no-one wants to admit they 'don't get' something. Throw an acronym at someone and they'll usually try to figure out what it means - or at the very least, they understand that it has a significance they don't yet fathom. All of that constitutes an implicit involvement and investment in the product/idea.

To put it another way, a name is just a name; an acronym is always more than just a name.

[dsjunior1388 81]

in hte military we would just use acronyms and be able to speak complete sentences. it it insane the amount of acronyms the military uses.

Lol my dad used to refer to the military systems as "complex simplifications"

[Chadd 916]

I don't understand why acronyms would bother someone. It's just a shorter way of describing the features of your product. If you want to know what it means there is usually a detailed description in a paragraph next to the acronym. We all understand it's a marketing technique and I really don't agree it's an insult in any way to our intelligence. All the hockey equipment manufacturers use it ,but Easton just uses it more than RBK or Bauer. As already stated, acronyms are widely used to market all sorts of various products. Heck, their even used where I work. Their just the latest gimmick to shorten the means to describe something.

Yea, but the alphabet soup get annoying. Trying to remember which curve you want from Bauer is ridiculous, so many P's and 9s and all different. They have like 20 curves, and only 5 or so of them have player names.

The pattern numbers don't change like the names do. Especially when they use the same name of different curves from one year to the next. On the Bauerid website, they all had names.

[MLSman 22]

in hte military we would just use acronyms and be able to speak complete sentences. it it insane the amount of acronyms the military uses.

Ain't that the truth.

I just finished going over a 224 page brief from the A4 GLSC at WPAFB...and the entire brief was acronyms. The scary part is when you know every one of them...or when you speak in acronyms and everyone looks at you as if you had two heads

[cptjeff 0]

While the point of an acronym per se is to compress meaning, in marketing terms, the point is to induce the target to unpack the meaning. This relies on the very simple principle that no-one wants to admit they 'don't get' something. Throw an acronym at someone and they'll usually try to figure out what it means - or at the very least, they understand that it has a significance they don't yet fathom. All of that constitutes an implicit involvement and investment in the product/idea.

To put it another way, a name is just a name; an acronym is always more than just a name.

To go further with the unpack thing, it draws interest. People see the acronym and say "What's that mean?" and they wind up reading the whole list of features, and sent from the engineering department ands spiced up by the marketing guys. Even the ones that aren't so revolutionary.

For and example with skates- you see the coil logo, and you wind up going onto easton's website, digging around and learning about how the shape of their composite boot loads up energy from the forward flexing of your foot and puts it into your stride, complete with handy diagrams and pictures. Even if it's only a minor improvement over what other companies do, you're going to come out of it thinking that easton has revolutionized hockey skate design and that the skates are cutting edge. You'll learn how the parabolic steel bends as you turn to increase contact with the ice somehow and gives you a better turning radius. Even if it only ever worked well in the computer models, you'll be predisposed to like the different feel it creates when you try out the skates, becuase it's 'new and improved.'

It's a clever way to draw people to the features that most people don't think about. Who honestly looks at the feature list on an elbow pad? If there's something you don't know the meaning of prominently on it or the equipment somehow, you might.

[jrhky36 1]

in hte military we would just use acronyms and be able to speak complete sentences. it it insane the amount of acronyms the military uses.

Ain't that the truth.

I just finished going over a 224 page brief from the A4 GLSC at WPAFB...and the entire brief was acronyms. The scary part is when you know every one of them...or when you speak in acronyms and everyone looks at you as if you had two heads

work at wright pat?

[Anonymous028 0]

don't look in the auto industry

Now I never thought those were too bad, but maybe I'm not looking in the right places?

TDI - Turbo Diesel. Makes sense and is descriptive

ABS - Makes sense

VTEC - Techy, but accurately describes the process

I think the problem comes when a manufacturer tries to make their feature (composed of the same pieces everyone elses is) unique, for no reason.

VVT-I- Variable valve timing-Intelligent

PDI- Port direct injection

CC- Carbon ceramic

The list goes on.....

But I do agree with your point, the easton acronyms are outta control...