The business of nicknames

When they help brands and employees. And when they hurt.

The Can of Ham cannot find a buyer. It may be hard to see the Gherkin because the Walkie-Talkie and the Cheesegrater get in the way.

London's skyline is made of glass, steel and nicknames. Sometimes these names start out as criticism: the city's tallest building got its name when it was described as a "shard of glass through the heart of historic London" by a heritage group. But in time, they denote familiarity and, often, affection.

On Dec 13, the City of London approved plans for a new skyscraper that will be as tall as the Shard; the chances are high that it will eventually wind up with a sobriquet based on its shape.

There are good reasons why buildings acquire monikers. The Bottle Opener resonates more than the World Financial Centre Shanghai; the Lipstick Building is easier to remember than 885 Third Avenue. Consumers give brands nicknames, too. BMW owners in Britain drive "beamers"; in America, they might be at the wheel of a "bimmer". If you're a high-roller, you might wear a Rollie on your wrist. You probably would not shop at Tarjay, an ironically Gallic pronunciation of Target, a mass-market retailer.

Athletes' nicknames can become brand-like. LeBron James, a basketball star, successfully opposed an attempt by a cruise liner to trademark "King James".