CatchThis Blog / descriptive names

Leena Mehta

August 26, 2014

In 2011, Honeywell, the world’s largest thermostat manufacturer, was blindsided by the Nest Learning Thermostat created by a couple of Apple alums.  Although Honeywell had multiple programmable thermostats in its portfolio, none had Nest’s learning capability.  It was a truly innovative product, with a fitting name. Honeywell responded the way any respectable corporation would…with a […]

Mark Skoultchi

March 13, 2013

The devil doesn’t wear Prada, she wears a Girl Scout uniform. Or at least she does from February through March, when she haunts the doorways of your local grocery store. She arrives just in time for your New Year resolutions to start to fray, and you’re poised on the slippery slope of slackerdom. You pass […]

Laurel Sutton

May 23, 2012

This blog originally appeared as an article by Elizabeth Sile at the American Express OPEN Forum website. Shakespeare once asked, “What’s in a name?” Though he was writing about roses in Romeo and Juliet, it’s a question that should be in the heads of anyone brainstorming business name ideas. A name is your business’ first impression […]

Mark Skoultchi

April 29, 2009

I read recently that PRWeek was changing its publication schedule to monthly (see NYT article). And so here we have yet another example of the perils of using overly descriptive brand names. Don’t get me wrong. Descriptive brand names can work, when executed well. International Business Machines, Sports Illustrated, General Electric — These are all […]

Maria Cypher

October 28, 2005

Descriptive names definitely have their place, but you always have to be careful about tripping over everyday language…. Last week, I traveled with two of my young kids to DC. My cousin met us at the baggage claim, prepaid for parking at an automated machine, and off we all trundled to her Audi. So far […]

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