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, Nike), too many names of this ilk in one’s brand name portfolio tend to dilute brand building efforts. This type of name works well to establish a new product family’s tone and the brand’s “ambiance.” However, when a family brand  adds additional products and line extension names, it is more effective to stay simple and use literal or descriptive names. At this point, it becomes more about communicating what the additional products are and their key benefits to better establish the family brand, than it is to risk creating potential confusion by launching more brand-like names within the family.

6) There is no such thing as a perfect name.

William Shakespeare has an excellent quote that reads, “Striving to better, oft we mar what’s well.” If we can get past the old English, it’s the “perfect” reference to modern naming. At NameStormers, there is a policy to work with a customer until that customer is happy and it has served us well, resulting in over 80% of our business in recent years coming from repeat customers. Sometimes, it’s well worth the extra effort to really flesh out all the possible creative and viable name options, but not necessarily to find that one name that everyone loves. Striving to find that one unobtainable “perfect” name often ends up diverting the creative effort towards name candidates that no one hates but that no one is really passionate about either. Far better to end up with a name a few are passionate about initially, and that has the potential to excite others when the right window dressing is wrapped around it (a logo, copy and/or advertising), than push a mediocre name that will more than likely produce lackluster customer response.

7) Names with the greatest potential often have the most glaring weaknesses.

This really ties back to the memorability point from last week. Names that are risky often tend to be memorable. Take Google, Starbucks or even the Coppertone QuickCover name. Perhaps, from the Quick Cover name alone, you don’t immediately understand that Coppertone is releasing a new type of sunscreen spray that goes on faster and with less mess than their standard lotion. Many of Coppertone’s consumers tend to be families, and some of the company’s messaging targets mothers of young children. What if a mom was to look at the name “QuickCover” and think, “I don’t want something that is quick, I want something that is strong, protective, and powerful.” Or, “This lotion is going on my 1-year-old who has sensitive skin. Is the spray going to irritate his skin or not afford adequate screening, even though it is fast and convenient?” In reality, “QuickCover,” without the proper context,  could alienate some consumers; however, the name does telegraph a key benefit many might find compelling and memorable. Coppertone also mediated the risk associated with the name through their packaging – including the “Lotion Spray” trailer and the SPF 50 label right after the “QuickCover” name. It reassured those mothers who may have been more reluctant to try it while still conveying the new point of differentiation: that this line extension allows you to “quickly cover” your child. While names that seem too focused on a specific benefit or single emotion might raise concerns during the selection process, they often stand to have the greatest pay-off. With the aid of the right “window dressing” and context, names with a glaring weakness  often become less risky while still being sticky and memorable.

More to come during the next pondering from the Naru.

Click here to read Part I of this installment (this is Part II).

Whether or not Chevy’s car name “No Va” was really what led to its abysmal sales in both Mexico and Spain, it’s easy to argue that a name, literally translated, that means “no go” is a no-no for a car. Now Audi is dishing us up “excrement?”

Doing due diligence before running with a name in international markets seems like a no-brainer to me. Maybe it’s the fact that I do international trademark screenings on a regular basis that makes this point particularly salient, but it just seems too obvious that names with negative translations should be properly vetted before appearing on an international stage.

That being said, what about unbranded names, or names that try to be too novel or ironic? Take the latest release of Urban Outfitters jeans, for example. They’re literally called “Unbranded” denim. The irony behind this approach is that a lack of a brand name by default defines the brand. The lack of a logo, label, embroidery, or celebrity endorsement speaks to the rise of this brand’s target market: the modern-day beatnik, or more popularly known “hipster.” So, by allegedly targeting no one, this brand actually targets its largest consumer base – those people who shun conformity and yet unknowingly embrace it, hipsters.

So, too explicit of a name can be negative and a name that is not explicit enough can be confusing. What’s the Goldilocks (or “just right”) mentality to brand naming?

A post in the New York Times written by University of Texas Economics Professor Dan Hamermesh answers this. He comments that despite the determinants of demand that every student learns in ECON 101 (price sensitivity, personal income, and general preferences) he factors in an additional determinant he calls “the cuteness of the product’s name.” This is a man who purchased a Soy Vay® hoisin garlic glaze and a six-pack of Arrogant Bastard® ale based on the appeal of the products’ names alone.

Granted, not everyone can go out and buy a $150,000 car (price tag of Audi’s e-tron) just based on the appeal of its name. That being said, a good name can go a long way towards winning the hearts (and wallets) of a target market. Why alienate your consumers with your brand name when you can leverage it to win them over? This seems like a fairly simple mistake to avoid that some modern-day companies insist on repeating.

(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 positive emotions to the purchase of well-known brand names while linking negative emotions to those brands that are lesser-known. Apparently, well-known brands are easier to process and activate a part of the brain associated with rewards. Conversely, lesser-known brands demand more from parts of the brain associated with memory and elicit stronger negative emotions. Maybe this means our brains view less clear, more convoluted names and messages negatively?

According to the study, the type of response depended entirely on how strong (or familiar) the brand was, regardless of what product or service was being tested.

We have seen this same trend in our own name testing research but don’t believe it is because lesser-known brands elicit stronger negative emotions. Rather, we think it is because lesser-known brands require us to “think harder.” That is, some of the most pedestrian, generic brand names that have been out in the marketplace for a while tend to test better than some of the most brilliant new names. We believe this is because of the natural associations any name acquires with exposure over time. Once consumers associate a logo, an advertisement, a package graphic, a story, etc. with a name, even a pretty crummy name, it tends grow on them and they tend to like it more. On the other hand, new names are naked. They have very little wrapped around them, very few associations, so the brain has to work harder to establish those connections.

Are more clever but obscure, new names destined for the scrap heap before they get a chance?  We believe many are because clever isn’t what is what is important. Rather, instant emotional engagement is the key. If a new name connects emotionally quickly, it often has high memorability scores. High memorability is what drives awareness and familiarity which can ultimately drive purchase decisions.

Bottom line: when developing new names, focus on those that connect with the right and not the left side of the brain.  Be less concerned with how descriptive or literal a new name is (e.g. an InfoSeek or Very Creamy style of name that connects with the left side of the brain) and more concerned with the emotional reaction it elicits on the right side of the brain (e.g. a Google or Double Churn style of name that might evoke a chuckle, a positive feeling, a desire for more, etc.). This is what we’ve been focused on since 1985 and what our research shows serves many of our clients quite well.

For more information about how we develop engaging, memorable names, go to www.namestormers.com or give us a call at 512-267-1814.

For more information on the Radiological Society of North America study cited above, go to: Shoppers’ Brains Under Brand-Name Control

Society celebrates, envies, and covets creative people. So many individuals wish they were more creative – but then shy away from risky ideas. How can we both desire to be more creative and then run from the creative process?

In the case of naming, sometimes creativity can cause you to fall flat on your face. Many creative ideas are extremely polarizing. For example, take 2 minutes to try naming a new kitchen ladle. Admittedly, names like “Super Scooper” or “Easy Lift” are either too cheesy or too vague, boring, or unrelated. But what about names like “PickMeUp,” “Souper Scooper,” or “Heavy Lifter?” They may not all work, but they’re definitely more creative and interesting than the humdrum alternatives.

Creativity requires a perspective of comfort towards the unknown. People who need the security of knowing that they have the correct answers or exactly how long their work will take may have a natural aversion to creativity.

Unknowns and vague approaches define the creative process. A unique spin, a suggestive name, those 80’s hip huggers – all are controversial. However, “different” is how sensations are born. Did Yo Yo Ma know that he was going to be a cello sensation when he picked up the instrument at age 4? Did many foresee the success of Facebook – who knew so many people would take a crazed interest in the minute-by-minute status of each other’s lives? (I thought it was ridiculous when I first started college!)

I saw a cooler in the grocery store yesterday and for the first time noticed the name – PlayMate. That’s a risky name! But it’s also memorable and fun. Taking a walk on the wild side may be fear-inspiring, but if we remember that we celebrate and desire creativity, we’ll realize that the walk is worth it.

Check out this video from TED where best-selling author Elizabeth Gilbert talks about creativity and managing the associated fear (her latest book is Eat, Pray, Love).

MBIA Asset Management manages about $45 billion. They provide fixed-income asset management along with a broad range of services to help state and local governments, academic institutions, pensions, endowments & insurance companies meet their investment objectives.

They changed their name recently to something much more differentiating and memorable. While not a “safe” name, their new moniker has a great story behind it and is certainly going to turn a few heads. Listen to their President explain a little bit about their firm and their new name in this short video found on  their home page.

American National Bank was prosperous and growing. As it expanded by building new branches in adjacent communities, it started bumping into banks with confusingly similar names. It contacted us to develop a new name brand name that was:

• More distinctive and protectable than its current name
• Short and punchy and that would “pop” off of signage as prospective customers drove by its various branches
• Related to its core differentiators of a bank that provided decades of knowledge, expertise and prudent advice to customers
• Supported its heritage and Texas roots

The ultimate name selected was Sage for the following reasons:

• As a single syllable, 4-letter name it could be printed in a large enough typeface to grab one’s eye and be easy to read in any venue
• It was unlike the name of other banks or retail establishments in the communities American National served or was expanding into
• A “sage” is a recognized authority in a field or a wise and trusted counselor, so this new name directly supported the bank’s fundamental differentiators and brand proposition
• A sage bush is also native shrub to Texas and extremely drought resistant.  As some of the largest banks in the country were failing or merging with other banks under FDIC’s scrutiny, this name related well to American National’s ability to stand firm and weather even the toughest of times

While Sage wasn’t an obvious choice initially (it reminded some of the spice used in cooking which seemed inappropriate for the bank’s new corporate moniker) it proved to be an easy to spell, pronounce and remember brand name.  Learn more about Sage Capital Bank’s history and success while many of their competitors are having a tough time in today’s economy.

Apple Tablet PC

As the January 27th announcement of Apple’s new tablet PC fast approaches, many have speculated on its name.  While the inside favorite seems to be the iSlate, others are offering up alternatives like the iTablet, the iPad, etc.  Regardless of what is announced on the 27th, here are some of our thoughts regarding the iSlate name, both the good and the bad:

THE GOOD:

• It does continue to leverage Apple’s branding around the “i-” names (iPhone, iPod, iMac…)
• It relates well to the physical appearance of the PC while also distinguishing it from the many other tablet PCs on the market
• Slate is a “cooler” word than Tablet or Pad … especially if the actual product is thin and slate-like in appearance
• It is controversial which, in this case, is a very good thing.  Just the amount of discussion and blogging on the name has raised the awareness and interest in the product launch tremendously
• It is easy to say, spell and remember

THE BAD

• It may not be registrable as a trademark.  While Apple was able to register iPhone in spite of Cisco’s and Teltronics’ pre-existing trademark rights in the name, the same may not be true of iSlate.  There is already a company, Slate Computing, using ISLATE for computers and a whole lot more, with pending trademark registrations in the U.S. and Canada.  There is also an application for the iPhone called iSlate, and Fujitsu reportedly has some IP protection around SLATE.
• It may not be as distinctive or differentiating as needed for building a strong brand.  ESLATE is already used for for a computer voting system.  INFOSLATE in a registered trademark for a mobile computer. NETSLATE is a pending trademark for a tablet PC and the list goes on and on.
• It has some off-color and inappropriate slang meanings.
• The domain name may be expensive. A quick check on Network Solutions shows that just about every top level domain starting with iSlate is already registered.  Good luck buying the dot-com, dot-net, dot-org, etc. rights in the name for a less than six figures.

However, Apple has consistently proven itself to be very savvy when it comes to brand building. We certainly wouldn’t bet against their ability to build strong brand identity around their new tablet PC, regardless of what it is called.

Here are the biggest mistakes we’ve seen some companies make when evaluating new names. :

1. They focus on the past (what the name reminds them of) rather than on the future (what they can turn the name into).
2. They worry too much about possible negative associations with the name.  Almost every name has possible baggage that few of us ever even think of.  For example, have you every thought about what profane word is embedded inside of the Shell Oil brand name?  Or what about the last two letters of IBM?  Certainly, these letters have an off-color meaning for many new parents. But very few customers ever think about names this way because they always see the name in some context.  And it’s this context that helps the name sing. Unfortunately, this context is almost always missing when first evaluating new name ideas.
3. They gravitate towards familiar, safe sounding product names.  Typically this means names more like what is already out there versus something that truly differentiates and is distinctive and attention-grabbing.
4. They want names that are more descriptive of a product benefit or the positioning than something that connects with a deep, compelling emotion or fundamental human motivator.
5. They don’t want something too way-out.  Even though it may grab their customers attention instantly, they are not comfortable risking ridicule from colleagues or their boss for a name that may seem silly or edgy or just weird.

Courage is a virtue and something to be exercised, with prudence, in selecting a new name.  Just imagine the courage it took to launch a name like Apple for a computer, Starbucks for a coffee, Nike for a shoe, Diehard for a battery or Google for a search engine. In selling new name ideas to our clients, we have remind them and ourselves that risky names are usually better than safe names, distinctive names are usually better than familiar names, and controversy is usually better than status quo when it comes to selecting that new brand name. Good luck in selling your next brilliant name idea!

I had lunch with three venture capitalists last week.  We had developed a name for one of their companies that they were very concerned about. While the original name, Infinity Channel, was sort of boring, the new name was not. And while the Infinity Channel name didn’t really engage anyone emotionally, the new name certainly did. That is, the new name engaged almost everyone, almost instantly. But while it was a positive engagement for some, it was a negative one for others.

Despite their misgivings, the VCs allowed their CEO and new company to run with the new name.  Since then, they have been delighted with the results.  They discovered that the key to a great name is memorability and that one quick way to be remembered is to be controversial.

It is often far better for a name to be remembered for the wrong reasons, than not remembered at all.

If you’re curious, click here for the link to the new name and the new company’s web site.

Rules are meant to be broken.  While we hope this isn’t usually the case, it sometimes does apply when naming a new company or product.

For example, a startup hired us to name their new health care company.  While your initial reaction might be B O R I N G, there was a twist. They needed a new company name that immediately positioned them in the healthcare space BUT also differentiated them from everyone else.  The ultimate name they chose was … Health Yes!  A name that combined two grossly overused words together.  But the resulting word combination worked, speaking to empowerment and to taking charge of your health. Watch a video of what the CEO thought about the naming process or a video explaining a little bit about what makes Health Yes! stand out in today’s cluttered healthcare field.