Naming and Branding Agency

Funny Placemats at Italian Restaurant Bring Humor/Edge/Differentiation to their Brand

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Groooovy ’60s British TV Ad for Menswear. Yeah Baby!

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The Award for “Best Name of a Fictional Place on a TV Show” goes to…

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New Equus Bass Muscle Car Is A Beauty – With An Ugly Name & Exactly the Wrong Logo

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.

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Absolutely Brilliant, Definitive, Simple Mobile Phone Startup Named “Phonebloks”

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Carbon nanotube computer debuts. Named “Cedric”.

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?)

Via BBC:

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

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Generic Cat Food Spokescat Not Thrilled With His Gig

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When you are known for ONE thing…

.. a little humor never hurts:

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S.F. Bay Bridge may be named after Willie Brown

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.

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Silicon Valley’s Stupid Name Problem, Visualized

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 ( 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

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How To Make A Great Car Name — Or Completely Screw It Up

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

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10 Questions to Ask Before Naming Your Business

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

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You Know Things are Bad When Canada Mocks You

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Food Substitute “Soylent”, Named for Cannibalistic “Soylent Green”, raises 1 million

Via TechCrunch:

Fascinated by inefficiencies in the industrial food system, Rhinehart designed and then started living off a meal replacement he cheekily named Soylent — after the dystopian movie Soylent Green where Charlton Heston discovers that society has been living off rations made of humans [rations called "Soylent Green"].

This Soylent, thankfully, is not made of humans.

However this Soylent most definitely is:

They were only trying to raise 100k. More on how and why names with negative associations work

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Read more:

Rice Krispies in U.S. Are Now Imported From Mexico

Kellogg, an iconic brand of America’s Heartland, has made one of the biggest branding blunders in recent memory:

Hasta la vista, Battle Creek

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Stop Using CamelCase! It Carries the Stench of Failure!

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.

Full Article

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A Startup Client Of Ours Launches

ApplePie Capital

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Why Startups Are Sporting Increasingly Quirky [Horrible] Names

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…

Full Article

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Naming Agencies : The Name Of A Naming Agency Speaks Volumes

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

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Social Media Makes Giant Leap Forward With Brilliantly Named “Geofeedia”

There’s more to social discovery than keywords and hashtags.

Search by location first to find data that’s missed by traditional keyword and hashtag monitoring tools. Uncover the hidden 70% of social media content that is missed by keyword-based discovery tools. Complement traditional keyword based social listening tools with a highly contextual dataset that was inaccessible…until now.”


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Landorian Logic

With the unrelenting consistency of a Borscht Belt comic, naming and branding parody site Landor continues to go for laughs with a well worn schtick:

We developed the name Centravis to communicate the brand’s positioning as “the best of both worlds” and a balance between East and West

They’ll be here all week. Try the eel!

Blandor Says Blandor the Imponderable: That’s nothing. I remember when Fannie Brice, Paul Whiteman, George Jessel, Sophie Tucker and I first got into the name trade. We were all playing a two week gig in the Sour Cream Sierras when Sophie turns to Fannie and says:

” The new name, Enactus, was initially inspired by the idea of compounding “Entrepreneurial Action,” but it was created to transcend those roots and encompass the strong emotion that the brand evokes. The name encapsulates the intricate balance between youthful energy and a sophisticated stature that defines the organization. Enactus works as a call to action—it is an invitation to students to put their skills and education into action, and it is an inspiration for the socially responsible leaders of today to help cultivate the socially responsible leaders of tomorrow.”

Everybody plotzed!

More of Blandor’s rants here.

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“PlaneSpotting” would have been the perfect name


Daily iPad App: FlightRadar24 lets you spot planes using your iPhone

FlightRadar24 Pro is a universal app so it runs on the iPhone and the iPad. It’s convenient on the iPhone, but I prefer the slightly larger screen of the iPad mini, which is perfect for a visual, mapping app like FlightRadar24. When it launches, FlightRadar grabs your location and shows you the planes that are near you. The app is regional so you can see planes even when there are none directly overhead. It’s also a real-time view so the planes move along their flight path while you have the app open. When you tap on a plane, a pop-up window shows information about the plane model, the flight and the plane’s current speed and altitude

Full Article

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The Combo Of Trigger AND Plug Make This A Great Toy

And a stellar bit of viral marketing. This vintage Batman squirt gun is from 1966, during the run of the Adam West TV show. We don’t know what they were thinking. But we’re sure you have a few ideas…

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Double Dutch

When you are in Holland you are always in The Netherlands, but when you are in The Netherlands you are only in Holland about half of the time. Most people use the two names interchangeably – but not you, not anymore. Besides, using the names incorrectly is considered an insult to the locals, depending on the circumstance, as is clearly explained here:

Calling the Netherlands “Holland” is like calling Great Britain “England”. Holland is the old name of the western provinces North-Holland, South-Holland and the small province of Utrecht. About half of the Dutch population lives in this region, where you can find the “four big cities” Amsterdam, Rotterdam, The Hague and Utrecht.

In summary, Holland is a “Nether Region“, not a country. It’s an area within the country of The Netherlands. Next time we’ll let you know where all things Dutch fit into the naming architecture, including, but certainly not limited to:

dutch-elm, dutch-elm beetle, dutch-kentucky syndrome, dutch-process cocoa powder, dutch-processed cocoa, dutch-type, dutch 200, dutch and flemish literature, dutch antique marble, dutch arch, dutch art, dutch auction, dutch auction preferred stock, dutch barn, dutch belted, dutch binding, dutch bob, dutch bond, dutch borneo, dutch boy, dutch cap, dutch capital, dutch case-knife bean, dutch case knife bean, dutch chair, dutch cheese, dutch chile, dutch clinker, dutch clover, dutch cocoa powder, dutch colonial, dutch colonial style, dutch colonization of the americas, dutch comfort, dutch concert, dutch corner, dutch courage, dutch cupboard, dutch curacao, dutch cut, dutch disease, dutch doll, dutch door, dutch door bolt, dutch east india company, dutch east indies, dutch elm, dutch elm beetle, dutch elm disease, dutch elm fungus, dutch euro coins, dutch famine of 1944, dutch flat, dutch florin, dutch foil, dutch football league, dutch football league teams, dutch genever gin, dutch gilt papers, dutch gleek, dutch gold, dutch golden age, dutch government in exile, dutch guiana, dutch harbor, dutch harbor–unalaska, dutch hip hop, dutch hip roof, dutch hoe, dutch iris, dutch island, dutch john, dutch kentucky syndrome, dutch language, dutch lap, dutch leaf, dutch leonard, dutch limburg, dutch liquid, dutch literature, dutch lunch, dutch marble, dutch master, dutch metal, dutch mineral, dutch monarchy, dutch monetary unit, dutch music, dutch myrtle, dutch national flag, dutch nazi party, dutch new guinea, dutch nightingales, dutch oil, dutch oven, dutch oven furnace, dutch paper, dutch parliament, dutch people, dutch pink, dutch politics, dutch process cocoa, dutch process cocoa powder, dutch processed cocoa, dutch pudding, dutch railways, dutch reformed, dutch reformed church, dutch republic, dutch revolt, dutch roll, dutch royal marines, dutch rush, dutch school, dutch schultz, dutch settle, dutch sewing, dutch shepherd dog, dutch terms using, dutch tile, dutch tilt, dutch treat, dutch type, dutch uncle, dutch war, dutch war of independence, dutch wars, dutch west india company, dutch west indies, dutch wife, early dutch renaissance, east India company dutch, fancy dutch marble, first anglo-dutch war, first anglo dutch war, fourth anglo-dutch war, fourth anglo dutch war, german or dutch brass, go dutch, going dutch, high dutch, hope dutch, in dutch, isle of hope-dutch island, isle of hope dutch island, kitchen dutch, klm royal dutch airlines, low dutch, middle dutch, my old dutch, old dutch, old dutch marble, pennsylvania dutch, pennsylvania dutch language, royal dutch shell, second anglo dutch war, south african dutch, the dutch monarchy, third anglo dutch war, united dutch provinces, upsee dutch…etc.

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The Ultimate Computer Workstation

Via ars technica:

Science fiction is filled with cherished seats of power, workstations that put the universe a finger-touch or a mere thought away. Darth Vader had his meditation pod, the Engineers of Prometheus had their womb-like control stations, and Captain Kirk has the Captain’s Chair. But no real-life workstation has quite measured up to these fictional seats of power in the way that Martin Carpentier’s Emperor workstations have.

The latest “modern working environment” from Carpentier’s Quebec City-based MWE Lab is the Emperor 1510 LX. With a retractable monitor stand that can support up to five monitors (three 27-inch and two 19-inch), a reclining seat with thigh rest, a Bose sound system, and Italian leather upholstery, the Emperor 1510 LX looks more like a futuristic vehicle than a workstation. And it’s priced like a vehicle, too—it can soon be yours for the low, low price of $21,500.

Of course it won’t truly be “The Supreme Seat of Supremacy” until certain essential plumbing is available

Full article

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Ironically, USA Today misspells “Humuhumunukunukuapua’a” in Spelling Bee article

We are certain you already caught this:

“People think that a word like humuhumunukunukuapuaa, the state fish of Hawaii, is hard to spell,” Bailly said. “It’s not hard to spell. It’s got a particular pattern. It’s unique. That makes it particularly easy.

“I think recede is a good example of a word that’s hard to spell. Because you’ve got the -ede or the -eed, you’ve got the C or the S. It’s a common word, but people can’t spell it.”

Full article here

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Brand Identity Evolution – From Kinky to “Smile & Wave”

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Branding versus Advertising

We are often asked what the difference between branding and advertising is, as our work of positioning and naming companies and products is an essential component of branding.

Branding is demonstrating, advertising is explaining. What you fail to demonstrate you are forced to explain. In business, as in all aspects of life, it is more powerful and effective to demonstrate rather than to explain.

Advertising is shouting, branding is a whisper. When you whisper, people lean forward.

Here is a perfect example, while technically in the form of an ad, this is branding. No explanation, just demonstration

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Pop Tarts Deceptive Packaging

The Pop Tart on the package is smaller than the real thing, yet shows at least three times the actual filling! (yup, the most important thing you will read all day)

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Adventures in Raising Startup Capital

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