When it comes to naming, simple is usually better.
We believe this is true regardless of your budget.
You are always battling for attention and today, in almost any venue, there seems to be more clutter and noise than ever before.
Take the upheaval currently going on in the healthcare space with the Affordable Care Act. Big dollars are being spent by many. Hospitals are promoting their services to patients. Insurers are signing up hospitals and recruiting physicians. And big government is going after everyone.
So how do you cut through the advertising cacophony to grab and hold the attention of patients, doctors or anyone else in this space? Read the rest
In Jim Collins’ book, Good to Great, an entire chapter is devoted to describing the importance of getting the right people on the bus (working for the company), the wrong people off the bus, and the right people in the right seats. One of Jim’s governing principles is, even in the direst of circumstances, to think of the people first and the direction second.
This concept plays a vital role in the naming process, as well. There comes a time in the creative process where people have a number of favorite names, but sort-of wonder “What next?” when it comes to choosing a name. We tend to recommend a voting process as the first step in picking the favorites from the pack, but there are a few pitfalls to this process – one of which is having the wrong people on the bus. Read the rest
Many companies underestimate the time required to integrate brands from a merger. The United and Continental airlines deal is a good example. Close to three years after the merger that was announced in May 2010, WSJ, United has only recently finished rebranding its former “Continental” airplanes as “United”, and is still working to completely combine separate airline miles rewards programs. Is there a way to handle corporate reorganization, rebranding, and renaming in a more streamlined way? Read the rest
Like any triathlete with moderate knowledge of the sport, I take note when I see the IronMan logo on something or supporting a product. Not too long ago, I happened upon a page on the IronMan website supporting a new supplement by Amway. What struck me about the page was not the write-up but the name – “Nutrilite.” From a number of triathlon circles I’m in, it sounded like a name that would resonate with a typical triathlete – it insinuated light and nutritious, but still looked and sounded healthfully legitimate. The IronMan webpage even pushed Nutrilite as the “fourth leg” to any good triathlon training plan. So it seemed a good academic exercise to examine what makes the Nutrilite name such a good fit. Read the rest
If you are in research, government, or some scientific or medical industry, acronyms likely dominate many product and company names. In our previous post, we talked about how “acronaming” can actually be useful and beneficial. However, there are a number of pitfalls that can quickly steer you from the safe and productive path of acronaming, to the wild, weird, and destructive path of acronym wasteland. To avoid becoming an acronym casualty, put these best-practices in your guidebook. Read the rest
Acronyms have a notoriously bad rap when it comes to naming and after spending some time working in Washington, D.C., I understand why. Whether it’s think tanks like AEI (American Enterprise Institute) or BI (Brookings Institution) or “acronymed” legislation like PROTECT-IP Act (Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property) or ATTIRE (American Textile Technology Innovation and Research for Exportation), speaking in permanent CAPS LOCK was exhausting, confusing, and on more than a few occasions, downright silly. So, are acronyms permanently excommunicated from naming society, or do they ever have a time and place? Read the rest
It’s the year 2012, you have a limited marketing budget so you need your new name to be inherently engaging, catchy and memorable – doing the bulk of the heavy lifting for you. While this may be achievable, you also need the corresponding dot-com. And now the situation morphs from the modern-era of doable into new age impossibility: the dot-com reign of terror.
Securing the rights to a dot-com can be costly and time-consuming. If you know from the outset that procuring a dot-com is important, we recommend the following strategy. Read the rest
Hats off to Walmart who in an uncanny, or should we say uncanine twist, recently introduced a new ultrapremium dog food at a much lower price than comparable brands found in boutique pet stores or many veterinarian offices.
We also like the more contemporary and with-it name, Pure Balance, than its predecessor, Ol’ Roy.
Ol’ Roy just had too much of that “country bumpkin / good ol’ boy” feel while Pure Balance comes across snappier and seems to convey an almost healthy aura. It strikes the right “balance” between a descriptive, easy to understand name and a more aspirational, upscale brand-like name. Read the rest
Recently, a client wanted a name that “told a story.” A name that evoked certain historical references and ethos. This is not an uncommon request – oftentimes the expectations for the load a single name can carry are high … BUT … how much of a story can a name tell on its own?
The right branding, tagline and logo are all about adding context to a name to help build a story and couch a name in a memorable way for customers.
If you are not willing to or (more likely these days) don’t have the budget or time for telling the story, do you really think the name can do it on its own? Not likely. We don’t think names like a Starbucks or a Nike or even an Apple would have thrived without the investment each of them made initially and each continues to make every single day to build the right context and tell the right story. Read the rest