Category: brand naming
By admin on Oct 23, 2011 in basic naming questions, best names, brand naming, company names, competitive names, creative inspiration, differentiators, international naming, naming guide, naming strategy, naming tips, product names, trademarks | 0 Comments
It’s always exciting to see a thoughtful article about brand naming in a mainstream, American staple like the New Yorker. The article, “Famous Names: does it matter what a product is called?” written by John Colapinto in the October 3rd, 2011 edition was certainly a fascinating read from beginning to end. Tools like Mind Maps [...]
By admin on Sep 26, 2011 in basic naming questions, best names, brand naming, company names, competitive names, controversial names, descriptive names, differentiators, empty bucket name, master brands, naming pioneer, naming strategy, naming tips, product names | 8 Comments
The Naru (Naming Guru) has emerged from the naming reflecting pool to finish sharing his/her branding perspectives from earlier this month. 5b.) Literal / descriptive names are better than emotional names when developing specific product names underneath a family brand. While emotional, short & snappy brand names should establish strong connections with consumers (e.g., Northface, [...]
By admin on Sep 15, 2011 in basic naming questions, brand naming, differentiators, naming guide, naming strategy, naming tips, product names | 4 Comments
One of the special educational services NameStormers offers is access to the sage naming philosophies of the revered Naru (Naming Guru). (The identity of the Naru is protected so he/she can go about day-to-day life without being chased down the street by marketers and branding strategists demanding one-on-one audiences.) 1) Think like a customer, not [...]
By admin on Sep 7, 2011 in basic naming questions, brand naming, company names, competitive names, differentiators, master brands, naming research, naming strategy, product names, retail storefront names | 4 Comments
“Consumers are buying private label food and drink products in greater numbers, typically because these products represent better value” (Mintel, The Private Label Food and Drink Consumer, Dec. 2010). But, is this causation or correlation? Are consumers knowingly buying private labels in larger quantities because of their perceived value, or is something else driving the [...]
By admin on May 24, 2011 in best names, brand naming, competitive names, descriptive names, differentiators, master brands | 0 Comments
We recently helped develop the CorFire™ name and a corresponding naming architecture for SK C&C. Here is a little background: The CorFire solution suite lets retailers, phone companies and others deliver mobile commerce to their customers, today. The CorFire team has over eight years of real world experience providing systems that seamlessly serve half a [...]
By admin on Jan 9, 2011 in basic naming questions, best names, brand naming, competitive names, differentiators, naming strategy, naming tips | 0 Comments
“Consumers are not buying based on price alone,” led a recent article from Brandweek. Personally, price is always a factor for me, but only decisive when all other things are equal. I agree – “there is a price-value formula consumers use to calculate brand differences” when deciding which brands to buy. Otherwise Chi straighteners ($100) [...]
By admin on Dec 6, 2010 in basic naming questions, brand naming, brand potential index - bpi, naming strategy, naming tips | 0 Comments
Man: “How was I supposed to know that?” Woman: “You should just KNOW!” This refrain repeats in household arguments frequently. I feel qualified in making this observation, as I’m the woman in my household, and have had to bite my lip several times to circumvent this particular script. Typically, I’m not a fan of making [...]
By admin on Nov 18, 2010 in basic naming questions, brand naming, brand potential index - bpi, competitive names, differentiators, empty bucket name, naming strategy | 0 Comments
Why does every brand seek the role of the “popular kid?” Is it because the popular brands attract the most interest and consumers? Like the popular clique in high school, they drive the gossip and news that everyone actually wants to discuss. However, this seems counter to general brand strategy – much less good parenting. [...]
By admin on Sep 13, 2010 in brand naming, controversial names, product names | 2 Comments
Another car brand makes a linguistic faux pas? It seems too extraordinary to be true, and yet Audi has just released its newest electric car called “e-tron.” Inconveniently, étron means “excrement” in French. Whether or not Chevy’s car name “No Va” was really what led to its abysmal sales in both Mexico and Spain, it’s [...]
By admin on Aug 8, 2010 in brand naming, controversial names, creative inspiration, descriptive names, product names | 2 Comments
(A NameStormers’ Viewpoint – August, 2010) Popular commercial brands generate a “positive emotional reaction from the human brain,” according to a study by the Radiological Society of North America. Does that mean consumers are inclined to just purchase those brands that we have all heard of before, for better or for worse? This study links [...]
