Making The Creative Naming Process Work
By admin on Jul 5, 2009 in basic naming questions, brand naming, creative inspiration, naming strategy, naming tips
Sometimes it just happens … the great name ideas just start spewing forth during your 1st creative brainstorming session and everybody on the team is pumped. And sometimes the creative process doesn’t happen. That is, after days of ideation nothing seems to resonate. Or your best ideas aren’t passing legal’s TM screenings or clearing your dot-com URL checks. Or maybe you’re excited about the names but your client isn’t.
So what do you do? Well, during a recent engagement we had a similar experience. We pitched the first round to the client and didn’t receive the smiles we were expecting. So, we started asking lots of questions. Questions like:
- Which of the names are the best of the bunch, even though you aren’t that excited about them?
- Let’s revisit the original naming goals and objectives and talk about where we missed the boat?
- Describe to us again your target, and how you suspect they will react to some of these names?
- Give us a few more examples of names you think might work with some tweaking? Explain your thinking behind each?
The key to this session is that we REALLY LISTENED. We weren’t trying to justify or defend. We were trying to learn. We took copious notes, studied them and then we considered:
- Changing the mix of techniques we’re using, perhaps placing more emphasis on a linguistic architecture approach and less on free-form word association.
- Revamping the team, dropping some members and adding others.
- Taking everybody out to the ice cream parlor and talking about how much fun we’re going to have during the next creative session, especially after everyone is pumped full of Blue Bell Chocolate Extreme (arguably the best chocolate ice cream in the world).
After some changes and head-scratching the creative juices started flowing, the enthusiasm returned but this time it was more focused and on-track, and we all felt better about what was surfacing. And sure enough, when we went back to the client and presented the new ideas, the accolades and smiles greeted us.
So what was the winning name? Watch this video (click on Part 2) to learn a little bit more about our client, the name they picked and how they describe their offering. Then let us know how well you think the name helps telegraph their key points of differentiation.
You really make it seem really easy with your presentation but I in finding this topic to be actually one thing which I feel I might never understand. It sort of feels too complicated and extremely wide for me. I am looking ahead for your subsequent put up, I’ll attempt to get the cling of it!
tarcze bokserskie | Sep 26, 2011 | Reply
Wow! Everything I needed written in a very brief way. In my opinion it’s the best article I have ever read. Thanks!
Burton Haynes | Sep 26, 2011 | Reply
I was disturbed due to some drawbacks I came across. But for your text since now I understand what to do. With this guidance I think it’s much more simple.
Carroll B. Merriman | Sep 26, 2011 | Reply
Glad we could help. Please let us know if you have any specific questions: info@namestormers.com.
admin | Oct 7, 2011 | Reply
The creative portion of the naming process can be hard to describe and hard to always execute. But even with the creative process, practice helps, and learning how to refocus on main priorities can be key. One of the best ways to focus the creative portion of the naming process, is to focus on 2 or 3 main attributes of the product or service. If you have a springboard to continually come back to, it keeps you focused, while still allowing you to make those creative connections that you might not make if you were trying to abide by too rigid of a structure. Let us know if you have any specific questions, info@namestormers.com, and good luck!
admin | Oct 7, 2011 | Reply