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By admin on Jan 17, 2010 in best names, brand naming, naming guide, naming strategy, naming tips, product names | 2 Comments
I purchased a new computer for my son this Christmas. I love the brand name as it immediately conveys the primary differentiator and in my family’s case, the key deciding factor. It is an example of a great brand name because of its simplicity and directness: TouchSmart. You see, my 20 year-old son is severely [...]
By admin on Jan 9, 2010 in basic naming questions, international naming, name testing, naming linguistic issues, naming tips | 6 Comments
Because different languages are often spoken in the different countries, some of which use non-Roman alphabets, there is no way to create a written representation of a verbal identity that will be pronounced the same way around the world. Even within languages that use the Roman alphabet this is impossible. Vowels and consonants have different [...]
By admin on Jan 3, 2010 in naming guide, naming strategy, naming tips | 0 Comments
The trauma often associated with changing your corporate name can be mitigated or even turned into a PR opportunity with the right strategy. Three of the key steps in successfully implementing a corporate name change are: SET A TIMETABLE – While you may want to transition away from the old name versus “cut and run,” [...]
By admin on Nov 23, 2009 in basic naming questions, name selection checklist, naming guide, naming tips | 0 Comments
When trying to whittle down a long list of name candidates, here are some recommended Do’s and Don’ts: DO: Remember the golden rule of naming: memorability. If you think of branding as a war, there are lots of battles to be fought but there are only a few key ones that you have to win [...]
By admin on Nov 17, 2009 in basic naming questions, company names, merger naming, naming tips | 4 Comments
So, you’ve just merged with another organization and you are trying to decide on a name for the newly created entity. Should you: Create a totally new name to emphasize a new direction and a new, exciting future? If so, what happens to the two “old” company names? Retain the “stronger” of the two company [...]
By admin on Nov 8, 2009 in brand naming, descriptive names, naming strategy, naming tips | 0 Comments
Some of the most effective product branding is simple and direct. This is especially true when you have a limited brand building budget (and who doesn’t these days?). As reported in DMNews, Brinker launched its “Eat & Enjoy Rewards” program to encourage customers to increase their patronage across Brinker’s different restaurant brands: Chili’s, On The [...]
By admin on Oct 11, 2009 in brand naming, controversial names, naming strategy, naming tips, product names | 0 Comments
After almost 25 years of product brand name development and over 1,500 client engagements, we’ve learned that even the best new brand name ideas still have to be sold to the client. Why? Because most clients, through no fault of their own, don’t know how to evaluate a new name. Here are the biggest mistakes [...]
By admin on Oct 5, 2009 in basic naming questions, brand naming, naming guide, naming strategy, naming tips, product names | 0 Comments
Before we can develop a new product name for you, we need to understand your branding strategy, brand positioning and other related issues that impact the name development. Here are some of the key product branding questions we will want to review with you: What do you want the name to do? What is your [...]
By admin on Sep 10, 2009 in international naming, naming strategy, naming tips, translating names | 0 Comments
While translating a brand name may make sense in some cases, most of our clients prefer to use the English spelling wherever possible. This simplifies the brand building challenge, allowing them to put all of their budget behind building a single brand, versus building what might turn out to be a different brand in each country. This [...]
By admin on Aug 30, 2009 in best names, controversial names, naming tips | 0 Comments
Controversial names, while uncomfortable for some, do generate interest and grab many other’s attention. 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 [...]
