Naming a Product or Company? 5 Questions You Should Ask Yourself

As any good naming specialist will tell you, successful product naming or company naming doesn't begin with the creative process. It begins with the development of a successful naming strategy. And that involves asking questions, and lots of them. Here...
By |December 20th, 2013|Brand Naming, Naming Tips|Comments Off on Naming a Product or Company? 5 Questions You Should Ask Yourself

Naming Tip #10: If you’re going to conduct naming research, make sure you do it right.

Many naming specialists cringe when they hear the words “consumer research.” This negative reaction isn’t because the idea of research is inherently bad. Instead, it’s because naming firms have seen the good, the bad, and the ugly when it comes...
By |August 25th, 2008|Naming Tips|Comments Off on Naming Tip #10: If you’re going to conduct naming research, make sure you do it right.

Naming Tip #9: Avoid negative international associations

Linguistic and cultural appropriateness are important factors when launching a global brand. We all know about the Chevy Nova. Naming a car with a word which means “doesn’t go” in Spanish is probably not the best idea (although we’ll dispel...
By |August 18th, 2008|Naming Tips|Comments Off on Naming Tip #9: Avoid negative international associations

Naming Tip #8: Always keep a handful of strong name candidates under consideration

Everyone loves an epiphany. Unfortunately, expecting an epiphany from a naming process is usually a bad idea. It’s common to want to fall in love with a single name candidate that communicates all of your desired messages, that is legally...
By |August 11th, 2008|Naming Tips|Comments Off on Naming Tip #8: Always keep a handful of strong name candidates under consideration

Naming Tip #7: Don’t be afraid to be edgy

Don’t be afraid to be BOLD. Distinguish yourself from your competitors; don’t imitate them. You think everyone felt comfortable with the name Virgin? Of course not. But it stood out and had a great story to tell. A name’s edginess...
By |August 4th, 2008|Naming Tips|Comments Off on Naming Tip #7: Don’t be afraid to be edgy

Naming Tip #6: Don’t get hung up on dot-com availability

Everyone thinks they need the exact dot-com URL for their company name. Some are right, but many are mistaken. Online consumer brands may well justify this prime internet real estate, because there’s no question that the average consumer will first...
By |July 28th, 2008|Naming Tips|2 Comments

Naming Tip #5: Know your target audiences

You’ll always have multiple audiences for your product or company name. At the very least you have your customers and your internal staff (from CEO to Admin Assistant). And at the very most, you may have a diverse and multi-tiered...
By |July 21st, 2008|Naming Tips|Comments Off on Naming Tip #5: Know your target audiences

Naming Tip #4: Include all important decision makers in the process

You should involve all key stakeholders from the very start of your naming project. Ask yourself, “Who has veto power?” Then include them on the naming project team. Even if it’s the CEO, do your best to include her/him in...
By |July 14th, 2008|Naming Tips|Comments Off on Naming Tip #4: Include all important decision makers in the process

Naming Tip #3: Choose the right naming firm

Some people assume that all naming firms are basically the same. And, that evaluating any two naming firms is as simple as comparing one fresh apple to another. While similarities may exist, naming firms are not all created equal. And...
By |July 7th, 2008|Naming Tips|1 Comment

Naming Tip #2: Allow ample time for creating your new brand name

You didn’t create your product or company overnight; so don’t expect to name it overnight either. Naming is a process that works best when ample time is spent exploring the vast creative possibilities. Plan ahead and allocate up to six...
By |June 30th, 2008|Brand Naming, Naming Tips, Product Naming|Comments Off on Naming Tip #2: Allow ample time for creating your new brand name