What makes a name good, bad, or meh? As naming experts, we’re highly attuned to the blunders and bullseyes all around us, and naturally we have some strong opinions.

Ugg? Ugh: The Name That Fails Almost Every Test

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It is short and easy to pronounce. Oh, and it stands out in the crowd. Beyond that, this name is about as bad as it gets. In my career as a naming consultant, I've done a lot of company naming...
By |November 20th, 2008|Brand Naming, Name Reviews|Comments Off on Ugg? Ugh: The Name That Fails Almost Every Test

On Retail Naming: Can We Please Get The Dresses Out Of The Barn?

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If ever there was a company that could use some help from naming specialists with brand name creation—Dress Barn is it. Don’t get me wrong: I’ve nothing against a store name that telegraphs to its customers that they can expect...
By |November 20th, 2008|Brand Naming, Branding, Fun Stuff, Name Reviews, Product Naming|1 Comment

There must be more to say than “Ditto”

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The recently launched Safeway store brand CSD is marked by a distinctly generic name for its Sprite look-a-like: Ditto. Apparently the design firm responsible for this new brand name (we think we know who created this name, but will keep...
By |July 15th, 2008|Brand Naming, Name Reviews, Product Naming|1 Comment

Boozing it up

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I saw a recent ad in the New York Times announcing the name change of the management consulting group of Booz Allen Hamilton to just Booz & Company. At first I thought it was a joke – maybe something management...
By |June 12th, 2008|Brand Naming, In-the-News, Name Reviews|1 Comment

LG is spreading Rumors

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I saw an ad on TV the other day for LG's newest phone Rumor. I immediately understood and appreciated the message contained in the name: A texting phone with a Qwerty keyboard – great for spreading rumors! Certainly LG doesn't...
By |March 25th, 2008|Brand Naming, Branding, Name Reviews, Product Naming|Comments Off on LG is spreading Rumors

Global Naming Party

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Ford recently announced that it is relaunching the Fiesta as a worldwide brand (see article). I love this naming strategy, but it doesn't always work. Ford's justification is two-fold: the name already has some existing equity (albeit, not all positive)...
By |March 17th, 2008|Brand Naming, Branding, In-the-News, Language Use, Name Reviews, Product Naming|Comments Off on Global Naming Party

Zap!

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I came across a great brand today while reading engadget. The company is ZAP and they build electric cars. I think their name is brilliant. Zap conveys the electric aspect of their cars wonderfully. The logo then reemphasizes this message...
By |February 7th, 2008|Brand Naming, Fun Stuff, Name Reviews, Product Naming|1 Comment