Invented Product and Company Names

There are basically two types of invented names for products or corporations:

  1. Names built upon Greek and Latin roots. Examples: Acquient, Agilent, Alliant, Aquent

    The upside:
    • These names breeze through the trademark process because they are unique, eliminating the potential for trademark conflict.
    • For companies looking for a hassle-free way to secure a domain name without a modifier, this is a fairly painless route to go.
    • They are free of negative connotations.
    • Because these names are built upon Greek and Latin morphemes, they are felt to be serious sounding.
    • For the above reasons, these are the easiest names to push through the approval process at gigantic global corporations.
    The downside:
    • Because these types of names are built on Greek and Latin morphemes, you need the advertising budget of a gigantic global corporation to imbue them with meaning and get people to remember them.
    • While they don't carry any direct negative messages, such names do cast a cold, sanitized persona.
    • These are names with no potential marketing energy -- they are image-free and emotionally void.

  2. Poetically constructed names that are based on rhythm and the experience of saying them. Examples: Snapple, Oreo, Google, Kleenex.

    The upside:
    • They breeze through the trademark process.
    • Easy domain name acquisition.
    • By design, the target audience likes saying these names, which helps propel and saturate them throughout the target audience.
    • Highly memorable.
    • Emotionally engaging.
    • They are rich with potential marketing energy.
    The downside:
    • Tougher for a marketing department to get corporate approval for. When making a case for a name based on things like "fun to say, memorable, viral, and emotionally engaging," you need to present a solid, quantifiable case. We can show you how.
Experiential Names