An important first step when naming a business, product or service is to figure out just what it is that your new name should be doing for you. The most common decision is that a name should explain to the world what business you are in or what your product does. Intuition dictates that this will save you the time and money of explaining it, which actually turns out not to be true. Why not?
The notion of describing your business in the name assumes that the name will exist at some point without contextual support, which, when you think about it, is impossible. The name will appear on a website, a store front, in a news article or press release, on a business card, on the product itself, in advertisements, or, at its most naked, in a conversation.
There is simply no imaginable circumstance in which a name will have to explain itself. This is fortunate, because having a descriptive name is actually a counterproductive marketing move which requires an enormous amount of effort to overcome. A descriptive naming strategy overlooks the fact that the whole point of marketing is to separate yourself from the pack. It actually works against you, causing you to fade into the background, indistinguishable from the bulk of your competitors.
The following is a list of companies in the naming and branding arena. While each of their names describes what they do, you can clearly see the heavy marketing price they pay for such a shortcut:
DNA Brand Mechanics
The Branding Iron
|Creating New Names
The Name Works
The Naming Company
|Ivarson Brand Vision
||Strategic Name Development
|The Brand Consultancy
|The Better Branding Company
||Not Just Any Branding
There are three pieces of advice that will serve you well in avoiding a similar dilemma:
- Names don’t exist in a vacuum: There are competitors–the idea is to distinguish yourself. Business is a competitive sport.
- Names don’t exist in a vacuum: The notion of describing your business in the name assumes that the name will exist at some point without contextual support. This is never true for any business or product.
- Names don’t exist in a vacuum: When judged without the context of a clear positioning platform and an intimate understanding of how names work and what they can do, the best solutions are either never considered or quickly dismissed.
For example, any one of the following intuitive concerns could have been enough to keep these powerful names from ever seeing the light of day:
- Says “we’re new at this”
- Public wants airlines to be experienced, safe and professional
- Investors won’t take us seriously
- Religious people will be offended
- Tiny, creepy-crawly bug
- Not macho enough – easy to squash
- Why not “bull” or “workhorse”?
- Destroys trees, crops, responsible for famine
- Derogatory cultural slur
- You’ll be picketed by people from small, hot countries
- Yahoo!! It’s Mountain Dew!
- Yoohoo! It’s a chocolate drink in a can!
- Nobody will take stock quotes and world news seriously from a bunch of “Yahoos”
- Only foretold death and destruction
- Only fools put their faith in an Oracle
- Sounds like “orifice”–people will make fun of us
- Means something is missing
- The Generation Gap is a bad thing – we want to sell clothes to all generations
- In need of repair
- A slow, ugly, and dangerous fish–slow, ugly and dangerous are the last qualities we want to associate with our fast, powerful, sexy sports car
- The “bottom feeding fish” part isn’t helping either
Fannie Mae / Freddie Mac
- I don’t want hillbilly residents of Dogpatch handling my finances.
- They don’t sound serious, and this is about a very serious matter.
As you can well imagine, this kind of negative deconstruction is at the root of why a committee can’t agree on a non-descriptive name that has any meaning. It’s also what gave birth to the second major school of bad naming: the “unique empty vessel” that “can become whatever you want.” Here are some of the victims:
Acquient, Agilent, Alliant, Aquent, Aspirient, Aviant, Axent, Axient, Bizient, Candescent, Cendant, Cerent, Chordiant, Clarent, Comergent, Conexant, Consilient, Cotelligent, Equant, Ixtant, Livent, Luminant, Mergent, Mirant, Navigant, Naviant, Noviant, Novient, Omnient, Ravisent, Sapient, Scient, Sequant, Spirent, Taligent, Teligent, Thrivent, Versant, Versent, Viant, Vitalent and Vivient.
As with the descriptive list, these names are not part of an elegant solution, they are the seeds of a branding nightmare. This type of name is arrived at because of the lust for a domain name, consensus building and as a shortcut to trademark approval. At some point in the process marketing left the room, and nobody seemed to notice. And while they may technically be unique, it’s at the level of a snow flake in a snow bank.
The third type of name is the evocative name. These include the aforementioned Apple, Stingray, Oracle, Virgin, Yahoo etc. While everyone respects evocative naming when done well, most corporations don’t go down this road because it’s the toughest to understand and execute.
On a very fundamental level, here are the basic ingredients of the best evocative names:
A competitive analysis is an essential first step. How are your competitors positioning themselves? What types of names are common among them? Are they all projecting a similar attitude? Do their similarities offer you a huge opportunity to stand out from the crowd?
Apple needed to distance itself from the cold, unapproachable, complicated imagery created by the other computer companies at the time who had names like IBM, NEC, DEC, ADPAC, Cincom, Dylakor, Input, Integral Systems, Sperry Rand, SAP, PSDI, Syncsort, and Tesseract.
They needed to reverse the entrenched view of computers in order to get people to use them at home. They were looking for a name that was not like a traditional computer company, and supported a Positioning Strategy that was to be perceived as simple, warm, human, approachable and different.
The next step is to carefully define your positioning. The idea is to position yourself in a way that rings true in a fresh way–that cuts through all of the noise out there. The goal is to have your audience personalize the experience of your brand, to make an emotional connection with it, and ultimately to take you in. To redefine and own the territory.
One of most important things that the best of the best brands accomplish is to be thought of as greater than the goods and services offered, to create an aspiration. Nike’s “Just Do It’ helps them rise above selling sneakers. Apple’s “Think Different” is bigger than computers. Fannie Mae’s “We’re in the American Dream Business” elevates them from mere mortgage brokers.
On a product level, Velveeta, Slinky, Mustang, Snapple, etc., are tapping into something outside of the narrow definition of what it is they do, and are allowing the consumer to make the connection, to personalize the experience. This type of active engagement created by playing off of images that everyone is already carrying around in their heads is an essential ingredient in creating a great name.
From there, a name should contain as many of the following qualities as possible. The more of them that are present, the more powerful the name:
- A name that people will talk about.
- A name that works its way through the world on its own.
- A name that’s a story in itself, whether it’s at the local bar, on the job, or on CNBC.
- What does the name suggest?
- Does it make you feel good?
- Does it make you smile?
- Does it lock into your brain?
- Does it make you want to know more?
- How does the name physically look and sound?
- How does it roll off the tongue?
- How much internal electricity does it have?
- How does it sound the millionth time?
- Will people remember it?
- Does the name have attitude?
- Does it exude qualities like confidence, mystery, presence, warmth, and a sense of humor?
- Is it provocative, engaging?
- Is it a tough act to follow?
- Is the name a constant source of inspiration for advertising and marketing?
- Does it have “legs”?
- Does it work on a lot of different levels?
The key is to step outside the box that the industry – any industry – has drawn for itself, and to do it in a fresh way that hits home with the audience. To accomplish this, it is necessary to think about names in this fashion:
- Positioning: different, confident, exciting, alive human, provocative, fun. The innovative name forces people to create a separate box in their head to put it in.
- Qualities: Self-propelling, Connects Emotionally, Personality, Deep Well.
- Positioning: different, confident, superhuman, evocative, powerful, forward thinking.
- Qualities: Self-propelling, Connects Emotionally, Personality, Deep Well.
As an exercise, go back and see how the other names deconstructed above–Apple, Caterpillar, Banana Republic, Yahoo!, Palm Pilot, The Gap, Stingray, and Fannie Mae / Freddie Mac–stand up when held to these high standards. These are the qualities that separate a potent, evocative name from a useless one that is built without a considered positioning platform, such as BlueMartini or FatBrain. Random names like these disallow audience engagement, because there are no pathways between the image and the product–there is no connection to be made.
Want more? Download our Naming Guide PDF.
[ More posts about naming a company | More posts about company naming ]
With the help of a Technicolor / CinemaScope treatment, CG looks to have climbed out of the Uncanny Valley:
Audrey Hepburn x Galaxy Chocolate Commercial from ShockBlast on Vimeo.
Posted: March 6th, 2014 |
Tax Preparation with a Live Preparer Online. Live Wire
Posted: March 1st, 2014 |
“Typo” does everything you want a name to do. It cuts through all the clutter, it’s viral, is instantly and eternally memorable, demonstrates the notion that this is a ground breaking offering, exudes confidence, is relevant, etc.
And it makes the cash register ring.
Why is this type of name so rare and why hasn’t it been given to a keyboard before? Fear. Irrational fear based on a lack of understanding of how consumers process names. The objection is obvious – “We want to convey that we make typing a better experience, typo is the opposite. It will convey there is something wrong with our product”.
Really? As a consumer does this name make you doubt the quality of the product? No. That possibility is a wholly imagined one and exists only within a naming committee – yet fear of the baseless is the basis for most naming decisions.
The key is understanding that Typo gets its positive power from the same qualities that intuitively are seen as negative nullifiers. You need to ensure the right filters are in place when evaluating names.
Typo’s iPhone keyboard / case
Posted: February 9th, 2014 |
We could not agree more. Excellent article.
Many entrepreneurs when they’re deciding what to name their new business, put a lot of weight on what domain name they can acquire. But their isn’t unanimous agreement in the startup community about the importance of the right web address. Check out this tweet from serial entrepreneur and investor Chris Dixon:
Names are underrated, but domains names are (increasingly) overrated. Square, Dropbox, Box.net all started with temp domains.
The tweet was highlighted in a post offering advice on naming your startup on the Buffer Blog recently. In it, founder Joel Gascoigne agrees with Dixon and suggests you “take a look at all these successful startups which either had a temporary domain name, or which still have a different domain name to their name,” before offering this list:
Square was squareup.com
DropBox was getdropbox.com
Facebook was thefacebook.com
Instagram was instagr.am
Twitter was twttr.com
Foursquare was playfoursquare.com
Basecamp is basecamphq.com
Pocket is getpocket.com
Bitly was/is bit.ly
Delicious was del.icio.us
Freckle is letsfreckle.com
His conclusion: “Pick a great name, then add something to get a domain name. It really doesn’t matter all that much.”
Do you agree?
Yes, yes we do.
Posted: February 4th, 2014 |
Great name, positioning, branding & advertising. They are on a mission!
Posted: February 4th, 2014 |
Tesla is a fantastic name for revolutionary electric car company, but not a name that could navigate a typical corporate naming process and survive.
The death of a thousand cuts would include:
- We can’t acquire Tesla.com, we’d have to use Teslamotors.com, a non-starter. Electrificity.com is available. Let’s go with “Electrificity” instead. We can get the domain.
- Nicola Tesla’s inventions were all in AC, not the DC battery power the cars use. Edison was the man when it came to DC. Tesla advocated the opposite
- Most people don’t know who Tesla was
- “Tesla” was a big selling ’80s hair band
Most Teslas are sold online, and though they were unable to secure Tesla.com, they knew the common wisdom that going with Teslamotors.com would hurt sales was and is nonsense.
Tesla knew it was a great name even though Mr. Tesla’s work was with AC electricity, not the DC electricity the car runs on, which was the domain of Edison. They knew Tesla is a much sexier word attached to a sexier, more mysterious personality. The name Edison is just boring all around. So no one cares about the glaring discrepancy – they just associate the name with electricity.
For Tesla, going with the domain Teslamotors.com and using the name Tesla was a better move than changing the name to Electrificity or some such because they could get the Electrificity.com.
And let’s face it, the name Tesla is memorable, has a great look, sound, meaning, mystery and sexiness to it. Do you walk away from that over domain availability? (Hint: “What would Elon Musk do?”)
But it IS a case by case decision. Many businesses require a matching domain, but they have taken that to mean ANY matching domain w/o regard to the marketing, branding and advertising hole they are digging. In most cases these random domains hurt sales.
We are all for a matching domain name, but it must be a powerful one.
Posted: January 31st, 2014 |
Posted: January 21st, 2014 |
You know it, you love it, it’s TED:
TED works as a name because it’s memorable, it demonstrates something new is happening and makes potentially difficult subject matter warm, inviting and simple. It’s also very confident and comfortable with itself – always an attractive quality.
The trouble with TED is it’s a name that companies will tell you they love, want something like it for their similar venture, but would likely get killed in a corporate committee .
“TED doesn’t convey “Best and Brightest”"
“TED” skews too masculine; its a man’s name. The name needs to be gender neutral to appeal to both sexes”
“The thought leaders we need to attract may not want to be associated with something so trivial sounding”
“The acronym “Technology, Entertainment & Design” is too limiting”
Would TED make it through your corporate naming process? If it is a process designed for real world efficacy & power, yes it would.
Posted: December 11th, 2013 |
The name a Naming Firm gives itself provides clear insight into to the kinds of names they believe in – and how good at naming they really are.
If a Naming Firm cannot manage to give itself a distinctive, memorable name that sets it apart from a slew of competitors, that can evolve into a strong brand and come to represent more than just the goods and services being offered, how can they possibly convince others that what they fail to do for their own Naming Firm they can somehow magically do for clients?
Here is a competitive analysis of the names of Naming Firms
Posted: November 16th, 2013 |
“Coin” is simply one card to replace all the credit cards, bank cards, et al in your wallet. It’s linked to your smartphone via Bluetooth so you can manage all the particulars including security.
The name is iconic, definitive, memorable, viral, a deep well for marketing & advertising, lends itself to endless wordplay in the press / Twittersphere, etc.
Most remarkably it is a name that came to be even though the company could not acquire Coin.com. They did it anyway.
Coin realized that the name was too important to have it be decided by dotcom availability – they reside at onlycoin.com, which won’t hurt them one bit.
Had they bought into the ridiculous herd mentality that it’s better to have a lesser name as long as it matches the dotcom address we would instead be reviewing a marketing, branding & advertising albatross like Coinly or Coinify or Coinacopia or LoinCoin. Or worse.
Posted: November 15th, 2013 |
It’s because the companies that chose these names understood all the things the right name could do for them, and decided they wanted it all:
1. Clear separation from your competitors
2. Demonstrate to the world that you are different
3. Reinforce a unique positioning platform
4. Create a positive and lasting engagement with your audience
5. Be unforgettable
6. Propel the brand through the world on its own, becoming a no-cost, self-sustaining PR vehicle
7. Provide a deep well of marketing and advertising images
8. Rise above the goods and services you provide
9. Completely dominate your category
Many new service and food businesses today are looking for the most shocking, funny, sexy, or downright rude name they can think of, in order to stand out from the crowd. Drug references are also big these days, as with the marijuana-themed sub-shop CHeBA Hut (“Toasted” subs) and smoothie chain Maui Wowie (the latter has nearly 600 units).
One of my favorite examples is budding 7-unit franchise chain We Do Lines, which is in the business of painting parking-lot stripes. Co-founder and president Chris Coursi told me the three founders grasped immediately that their name would have to be memorable or they’d be just another face in the crowd, competing with big, established contractor firms.
The Ridgefield, Conn.-based trio experimented with a few names before deciding that one was the most memorable. Going edgy turned out to be a key factor in their business’s success. “It ended up being our best form of advertising,” he says.
Going for the giggles
For chains with a younger audience, the giggle factor increasingly comes into play. At barbecue chain OinkADoodleMoo, co-founder Mark Peebles says he blurted out the nonsense phrase once on a car trip with his then 3-year-old son, while they were having a funny-animal-noise contest.
It got a laugh. A pro griller who was competing on the professional barbecue circuit, Peebles immediately thought it would be a good name for a barbecue restaurant.
Families flocked when the first restaurant opened in 2006. Now, the Dayton, Ohio-based restaurant chain has four units open and two more under construction.
For more sassy brands, click here to see my favorite 10 Crazy Brand Names at Growing Chains.
Posted: November 11th, 2013 |
Playing against expectaions is highly effective when done well
Posted: November 1st, 2013 |
Seriously. Seeking funding.
Posted: October 21st, 2013 |
Posted: October 1st, 2013 |
Posted: October 1st, 2013 |
From upstart American car company Equus, it’s the “Bass” . Yep, Bass.
Another unforgivable branding blunder is the choice of the horse logo on the grill. This $250k muscle car is competing on price with Ferrari and with Mustang for muscle (and looks) – each of which already have an iconic horse logo. Equus’ choice is a lame horse indeed.
Posted: September 26th, 2013 |
Posted: September 26th, 2013 |
Nice and nerdy name – well done. It’s kind of a acronym for: “carbon nanotube digital integrated circuit.” Close enough – acronym origins are mostly forgotten anyway (PDF stands for…Anyone?)
Carbon nanotubes (CNTs) are hollow cylinders composed of a single sheet of carbon atoms.
They have exceptional properties which make them ideal as a semiconductor material for building transistors, the on-off switches at the heart of electronics.
For starters, CNTs are so thin – thousands could fit side-by-side in a human hair – that it takes very little energy to switch them off.
“Think of it as stepping on a garden hose. The thinner the pipe, the easier it is to shut off the flow,” said HS Philip Wong, co-author on the study.
Read The Full Article
Posted: September 26th, 2013 |
Posted: September 22nd, 2013 |
.. a little humor never hurts:
Posted: September 21st, 2013 |
The measure to do so has passed the State Assembly 68-0, with a Senate vote imminent.
Horrible idea. Never name anything after a living person, as their story is not yet written.
According to the, SF Chronicle, there is a big loophole in California’s naming guidelines:
A person being honored with a naming must be deceased, “except in the instance of elected officials, in which case they must be out of office.”
The Paterno Library at Penn State should be all the warning anyone needs.
Posted: September 11th, 2013 |
Via ValleyWag Click pic to engorge:
“Bitly, Borkly, Barnly, Molestly, Strinkingly, Happily, Crappily, Maply, Morply, Dottly, Dootly, Godly, Angrily. It’s bad enough when every new startup is just based on the one that came before it. Now they all sound the same, too.
The Wall Street Journal says there are 161 startups that end in “ly,” “lee, or “li.” They’re all trying to get the same money, from the same people, and probably doing a lot of the same things. It is a sea of suffixes, sadly apt in the age of digital me-too-ism.
Looking at this Pinterest collection (Pinterestly.com is taken) will make you nauseous, a massive Milky Way of non-inspiration.
The Atlantic Wire quotes one startup “name consultant” who says all that needs to be said, really: “They’re planning on getting bought in a year, their name essentially doesn’t matter.” That worked for Summly, didn’t it?”
Startup Names Hurting Startups
Posted: September 10th, 2013 |
A rare, refreshingly insightful article about naming, via Jalopnik:
This week, Infiniti found themselves the subject of much ridicule after their decision to rename all of their cars with a “Q-” or “QX-” prefix followed by two numbers.
It’s not like “G37″ or “JX35″ had a ton of personality, but now fans of Nissan’s luxury brand will need to make do with even vaguer, more nonsensical names like “Q60″ and “QX70.”
All of this got me thinking about car names. What makes a car’s name good or bad? Does a name have anything to do with a car’s success in the marketplace? Do names even really matter?
I believe that car names are important, and that good ones can at least help establish some appeal for the vehicle — while bad ones can backfire and make buyers ignore a car that might be great on its own.
Often, naming a car is a dance between the automaker, marketers, designers, advertising people, focus groups and other people tasked with these kinds of things, as well as going after whatever name hasn’t been used yet or just plain making something new up. Sometimes it works out, sometimes it doesn’t.
It could be argued that for the luxury car companies, the name of the model itself is less important than the badge. People like being able to say “I have a BMW” or “I have a Lexus,” but you don’t get the same effect when you say “I own a Chevrolet.” Usually, you need to follow that by specifying whether it’s a Cruze, a Malibu or a Silverado, but a BMW is a BMW. It carries a cachet that doesn’t require elaboration with the actual model. If we follow this logic, perhaps Infiniti’s rebranding won’t be such a big deal.
Names for sporty cars are the easiest ones to get right. You need a name that invokes speed, excitement, performance, and viscousness. If it sounds like it can kill you, it’s a good sports car name. Viper, Challenger, Cobra, Firebird, stuff with “GT” in it — all good names for that kind of car.
Nissan’s Yutaka “Mr. K” Katayama is a genius for many reasons, and one of them is that he ordered that the original generation of Datsun Z be called “240Z” instead of “Fairlady Z.” He knew Americans — specifically, American men — would never buy a sports car with a name like that. I am convinced that this is why the Miata unfairly gets as much shit as does for being a “girly car.”
Read full article here
Posted: September 4th, 2013 |
From Entrepreneur Magazine:
What do I want a name to accomplish for my company?
A name can help separate you from competitors and reinforce your company’s image, says Steve Manning, founder of Sausalito, Calif.-based Igor, a naming agency. He suggests clearly defining your brand positioning before choosing a name, as Apple did to differentiate itself from corporate sounding names like IBM and NEC. “They were looking for a name that supported a brand positioning strategy that was to be perceived as simple, warm, human, approachable and different,” Manning says…
…Does the name sound good and is it easy to pronounce?
Manning says the sound of the name is important in conveying a feeling of energy and excitement. You also must be sure potential customers can easily pronounce your company’s name. “It is a hard fact that people are able to spell, pronounce and remember names that they are familiar with,” he says, pointing to Apple, Stingray, Oracle and Virgin as strong names. But he doesn’t like such company names as Chordiant, Livent and Naviant. “These names are impossible to spell or remember without a huge advertising budget, and the look, rhythm and sound of them cast a cold, impersonal persona,” he says…
…Is the name visually appealing?
You also want to consider how the name looks in a logo, ad or a billboard, Manning says. He points to Gogo, the inflight Internet service provider, as a good name for design purposes. “It’s the balance of the letters, all rounded and friendly, versus a word with hard, angular letters like Ks and Ts and Rs,” Manning says. Other visually appealing names include Volvo because it has no low-hanging letters and Xerox for the symmetry of beginning and ending with the same letter.
Full Article Here
Posted: September 2nd, 2013 |
Posted: September 1st, 2013 |
Kellogg, an iconic brand of America’s Heartland, has made one of the biggest branding blunders in recent memory:
Hasta la vista, Battle Creek
Posted: August 22nd, 2013 |
CamelCase triggers an immediate visceral association with “Failed-last-wave-fly-by-night-Web-2.0 startups” in VCs and the public.
You’d hope it was common wisdom by now, but it’s not. Via Pando Daily:
Apparently every single startup got together in secret and made a New Year’s Resolution last year. The press was never told. I have never seen it written about or heard about this dealt with explicitly. But as the year rolled on I noticed something: No well-heeled startup was using CamelCase anymore…
…CamelCase is fast becoming about as cool as the flip phone.
Posted: August 15th, 2013 |
From Today’s Wall Street Journal
The New York cousins who started a digital sing-along storybook business have settled on the name Mibblio.
The Australian founder of a startup connecting big companies to big-data scientists has dubbed his service Kaggle.
The former toy executive behind a two-year-old mobile screen-sharing platform is going with the name Shodogg.
And the Missourian who founded a website giving customers access to local merchants and service providers? He thinks it should be called Zaarly.
Quirky names for startups first surfaced about 20 years ago in Silicon Valley, with the birth of search engines such as Yahoo… …and Google
By the early 2000s, the trend had spread to startups outside the Valley, including the Vancouver-based photo-sharing site Flickr and New York-based blogging platform Tumblr, to name just two.
The current crop of startups boasts even wackier spellings. The reason, they say, is that practically every new business—be it a popsicle maker or a furniture retailer—needs its own website. With about 252 million domain names currently registered across the Internet, the short, recognizable dot-com Web addresses, or URLs, have long been taken.
The only practical solution, some entrepreneurs say, is to invent words, like Mibblio, Kaggle, Shodogg and Zaarly, to avoid paying as much as $2 million for a concise, no-nonsense dot-com URL…
…The challenge is to come up with something that conveys meaning, is memorable,?and isn’t just alphabet soup…
…Founders tend to favor short names of five to seven letters, because they worry that potential customers might forget longer ones, according to Steve Manning, founder of Igor, a name-consulting company…
…At Mibblio, the naming process was “the length of a human gestation period,” says the company’s 28-year-old co-founder David Leiberman, “but only more painful,” adds fellow co-founder Sammy Rubin, 35.
The two men made several trips back to the drawing board; early contenders included Babethoven, Yipsqueak and Canarytales, but none was a perfect fit. One they both loved, Squeakbox, was taken.
Finally, Mr. Leiberman thought to blend together “music” and “biblio,” the Latin root of “book,” to form “Miblio.”
“It looked like ‘MY-blee-oh’,” Mr. Rubin says. So he suggested they add a second “b” to aid pronunciation. Plus, the two b’s double as eighth notes in the company’s logo.
To come up with Kaggle, Anthony Goldbloom, 30, an Australian-born data scientist, wrote an algorithm to generate all the pronounceable combinations of letters, three syllables or fewer, whose dot-com addresses weren’t claimed.
“I was too frugal to want to pay for an [existing] domain name,” he says. Of the 700 names spit out by the algorithm, he found two finalists: Sumble and Kaggle. He dashed off an email to family and friends asking for their preferences. The overwhelming response was Kaggle. So he went with that…
…However, since moving his company to the U.S. from Australia, Mr. Goldbloom says he has discovered that Midwesterners tend to pronounce the name KAY-gel, as in “Kegel,” the pelvic-floor-strengthening exercises done by women to prevent or remedy urinary incontinence. In other words: It’s probably not the best name for an online data startup.
“The primary driver for startup naming right now is the misguided mission to find the shortest possible, pronounceable [unclaimed] dotcom address,” says Igor’s Mr. Manning.
Startups are likely underestimating their potential customers, and adding an unnecessary constraint, in clinging to short URLs, he adds…
Posted: July 18th, 2013 |
The name a Naming Agency gives itself provides clear insight into to the kinds of names they believe in – and how good at naming they really are.
If a Naming Agency cannot manage to give itself a distinctive, memorable name that sets it apart from a slew of competitors, that can evolve into a strong brand and come to represent more than just the goods and services being offered, how can they possibly convince others that what they fail to do for their own Naming Agency they can somehow magically do for clients?
Here is a competitive analysis of the names of Naming Agencies
Posted: July 15th, 2013 |