Naming and Branding Agency

Posts from: June 2011

Color us impressed

Today’s New York Times article on naming is unusual in that it actually contains useful tips & rules for naming anything:

  • Look for a name that paints a picture
  • Make an emotional connection
  • Go for stopping power. If a name can get people to pause and think for a moment – that’s as good as it gets.
  • Ignore “negative” connotations

We Call It Brown, They Call It “Weekend in the Country

In pursuit of emotional connections, some paint companies have swept aside even basic rules, including the one that said to avoid negative connotations.

Martha Stewart offers Darkening Sky and Tempest. Benjamin Moore has Stormy Sky. Pantone has Turbulence and Tornado.

“These names might be disturbing to some,” said Lee Eiseman, executive director of Pantone. “But these are things that exist in nature.”

And then there is Dead Salmon, a taupe-like color from Farrow & Ball, the English paint company. Sarah Cole, the company’s marketing director, explained that the word “dead” in Britain means matte. Has the company considered dropping the “dead” for its American audience? No, Ms. Cole said. “It’s fun, and people pick up on it.” (The company also offers Arsenic.)

Read the full article here.

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Named by Igor – DirecTV announces “Audience”, a new premium network

Via Reuters:

New Name, New Look, New Logo on Tap For DIRECTV’s Original Programming Network

Beginning June 1, DIRECTV’s The 101 Network will transform itself into the Audience Network and become the new home for DIRECTV’s exclusive programming, which includes some of the smartest, most daring entertainment on television. The Audience Network will be accessible in 19.4 million homes on channel number 239.

The newly-branded network will focus on maintaining DIRECTV’s growing commitment to providing subscribers with premium network programming that can’t be seen anywhere else…

…“We’ve spent the last six years building this network into something very special,” said Derek Chang, executive vice president of Content Strategy and Development at DIRECTV.

“DIRECTV is the only television operator who provides customers with a premium quality entertainment network for free and the new name perfectly captures who we are doing this for, specifically our demographic, the DIRECTV audience.

When we performed our competitive analysis, it became clear that all of the movie / original programing network names had names that were product-centric and they all contained common terms associated with performance and film: Showtime, Home Box Office, Cinemax, Starz, Bravo, Arts & Entertainment, etc. No one was naming and positioning themselves for the consumer – it was all one-note chest thumping – the names are all interchangeable. There was an opportunity to have a name that was different, a name that was about the audience rather than about the product.

Incredibly, though the word “Audience” appears in virtually every movie review and every article about a television network, it had never been used as a name in the TV / Film production industry or in the entertainment business. It had been hiding in plain sight, overlooked. “Audience”, the essential element of all entertainment.

More on the Audience Network at the DirecTV website.

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