 |
How to Make Great Brand Names
Author: armando williams  | Posted: 04-02-2007 | Comments: 0 | Views: 44 | Rating: (58)  (?) 
start making money online
online money making oppurtunity
profit monster
When creating a truly great company name, the number one consideration should be the level of "engagement."
"Engagement?" you ask incredulously.
Yes... engagement.
While there are all sorts of naming strategies... metaphors, acronyms, coined/ invented, key attributes, positive connotations, etc., the one common denominator that separates the mediocre from the memorable, is the degree to which the name engages the mind of the consumer. Most new business owners opt for company names that inform and describe, leaving nothing to the imagination. They often fail to realize that the context surrounding the name (the ad, the store sign, the proposal, the brochure copy, etc.) will define what they do, so the name can be free to describe how they do it. In other words, no customer will hear or see the name in a mental vacuum. Yet this is the way we often judge names when "brainstorming". And it's why focus groups are such notoriously bad judges of good names. It's not the people that are flawed, it's the process itself. Most of the feedback takes the form of free associations, all in an effort to determine if a name is "good" or "bad." It goes something like this...
Interviewer: "What do you think of the name Monster?" Respondent: "Ew! They're scary and dangerous!"
Interviewer: "What about Amazon?" Respondent: "Jungle... drowning... snakes... piranhas..."
Interviewer: "Apple?" Respondent: "A bad apple spoils the whole bunch."
Interviewer: "Caterpillar?" Respondent: "Squishy, soft, and squirmy."
Interviewer to new business owner: "I think we can safely assume these would be bad brand names..."
So if it's not a matter of free associations, then what determines a good name? Again, it's that all important element known as "engagement." Engagement is what causes you to lean forward, ask twice, invite more information and pursue the conversation. A good name should invite a discussion, start a conversation and "engage" the other person's interest and attention. That's why Amazon, even though it says nothing about what it does, works better than Books-A-Million. Amazon is open and inviting and Books-A-Million is literal and descriptive. Amazon speaks to the process...flowing, easy, abundant. Books-A-Million speaks to the products... books. And while Amazon leaves room for the company to grow in any number of directions, Books-A-Million leaves the company in a bind. I once heard an ad for a company called Just Brakes. Since they had outgrown this narrow niche, they adopted a new tag line... "We're more than just brakes."
Let's take another example. Linens & Things is needlessly redundant since most people, after seeing a newspaper ad, or walking by the store window, will know the company sells linens and things. It would be better to use the name to capture some key strategic position or advantage, or to evoke a feeling or emotion. Is Linen & Things the best, the fastest, the biggest, the most service oriented, the trendiest? We simply don't know. They have described but they haven't evoked. They've explained but they haven't engaged.
The objection I routinely hear is "But with names like these, no one will know what I do!" And that's when I explain that trust is needed... trust in the power of context to fill in the blanks. That way the name is freed to paint a picture, engage the senses and position the brand to reflect not what you do, but how you do it.
So will any weird word work?
No.
Weird for weird sake will just leave the customer scratching his or her head in bewilderment of moving on in indifference. Bold, engaging names will create the desire to know more, and that's where you need to be ready to tell the story. The name then becomes a segue to a larger story. It starts with the name and tagline and then continues to the :15 second elevator speech and beyond.
One of our clients we named was TKO Surgical. When asked if that's a boxing reference, our client gives an emphatic "yes," explaining that they have a mission to both defend and fight for their clients' needs. They'll champion their cause and remain in their corner until the last bell sounds. Their tag line? "Technically Superior."
So whether a name is based on a metaphor, a key attribute, an acronym, or a positive connotation, the overarching goal is to create a name that engages. Perhaps that's why Albert Einstein asserted that "Imagination is more important than knowledge." If given the choice of engaging vs. informing, opt for a name that begs for more. It may seem weird, but the results can be wonderful.
Rate this Article:
Current: 0 / 5 stars - 0 vote(s).
Article Source: http://www.articlesbase.com/home-business-articles/how-to-make-great-brand-names-100487.html
About the Author:Armando Williams is the biggest example of a lazy, filthy rich, loving man and he is offering you of succes here: http://www.monsterofprofit.tk
|
Submitting articles has become one of the most popular means of generating quality backlinks and targeted traffic to your website. Join us today - It's Free! |
|
Related Articles
How to Start your Very Own Money Making Website
By: Matt Helphrey | 11/01/2008 | Internet
The internet is booming! Find out what you need to know to get your own web site up and running so you can pull profits immediately!
Online Marketing for Local Business
By: armando williams | 04/02/2007 | Home Business
start making money online
online money making oppurtunity
profit monster
The internet allows you to reach consumers all over the world, but a business owner should not discount the business that comes from your own backyard. Local business is very important to those who own stores as well as those that provide services. It is important that your internet marketing strategy properly addresses your local business as well.
The Profitable Market
By: armando williams | 04/02/2007 | Home Business
start making money online
online money making oppurtunity
profit monster
The common mistake committed by most newbies when starting up his Internet business is create a product without determining a hungry market and thinking he can make sales with it.
2007 Marketing Techniques
By: armando williams | 04/02/2007 | Home Business
start making money online
online money making oppurtunity
profit monster
If you are at all familiar with the online marketing world, you know that there are many people who sell the so-called "secrets" to e-marketing techniques. Every day you are harassed with new seo books, seminar invitations and software alleging to hold the "secrets" of blogging, or the "secrets" of Google Adsense or the "secrets" Search Engine Optimization.
Online or Offline Marketing?
By: armando williams | 04/02/2007 | Home Business
The internet has revolutionized the world just like how the industrial age changed the way people work and co-exist. The world has become a much smaller place where anyone from anywhere around the world that has access to the internet can communicate with each other, anytime.
Reason for Online Marketing Failure
By: armando williams | 04/02/2007 | Home Business
start making money online
online money making oppurtunity
profit monster
Reason 1: Beginner internet marketers sometimes set unrealistic goals for themselves. Set goals for yourself that you can easily attain. By setting and achieve...
How to Set Up your Own Fm Radio Station: Licensing and Start Up Issues
By: Mary Mark | 29/03/2007 | Music
There are several ways to set up your own radio station. It depends on how serious you are about it. The single most important thing you should know before you get started is why would you need to start your own radio station?
Day Trading & Investing Advice ... How to pick explosive stocks
while reducing risk
By: Profitablestockmarket.com | 09/09/2005 | Advice
Those fast moving stocks and riding them for profits. In
a way it is, but there is more to it.
The problem is, that if you don't know what stocks to look for
and how to
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Retirement money
By: Katrina | 12-07-2008
I worked for Gas Consumers Service Co. in Boston from 1968 until 1983 amd I cant get any answers on my retirement money
Signed bird christmas oraments by Dunn
By: Goldie | 12-07-2008
want to find the value of signed christmas oraments that i have a set of four. sweet birds in pale colors approxamently 3"x3"
Does State Bank of India accept the Currency of ...
By: Dutta | 12-07-2008
Does State Bank of India accept the Currency of Pound Sterling of the Royal Bank of Scotland, UK
Coupon clipper needs clipper to clip coupons!
By: Priscilla | 12-07-2008
does anyone know where I can find those little cutters that are used to clip articles, coupons, etc out of newpapers and magazines that clip through one page and leave the rest of the page intact. I had one years ago but I lost it. Help.
Can you tell me any thing about paul elby hall
By: iamthenewjudge23 | 11-07-2008
can you tell me any thing about paul elby hall
Confused
By: Rlynn | 11-07-2008
I've been with my boyfriend for 2 years now and like all relationships we have had our problems, i just recently found out he's going to be leaving me for 6 months to go on tour, he said he wants to continue the relationship while hes away im just scared he may find he doesnt have room in his life for me. What should i do let him go or stick it out?
Q&A Powered by: 
Latest Home Business Articles
Legitimate Work at Home Job: Earn Money without Going Bankrupt!
By: Jeff Casmer | 19/07/2008
One of the best ways to solidify yourself as a legitimate work at home job is to offer your prospects a guarantee. You establish credibility as well as ease their mind when it comes to following through on their purchase. But most people are reluctant to offer guarantees and I dont blame them.
5linx Work From Home Business Opportunity
By: Wardell Brooks | 18/07/2008
Get ready to learn about an exciting opportunity that could change your life. We’re not talking about another job. We’re talking about the opportunity to control your own time and financial future, and live the life you deserve – the 5LINX Business Opportunity!
Are You Serious About Growing And Retaining Your Direct Sales Team?
By: Jackie Prehn | 18/07/2008
If you are serious about growing and retaining your direct sales team, then you need to be incorporating a monthly team newsletter in your team communications. Here's some tips on what to include in your publications to have an effective team newsletter.
So You Have A Desire To Have A Home Based Business
By: Chris Simpson | 18/07/2008
Do you have a desire to have a home based business? If you answered "yes", then there are some things that you will need to know and understand as far as what it takes to start a home based business. By not equipping yourself with the knowledge of the steps that are necessary to starting and successfully operating your home based business, you will quickly learn that that it is impossible...
Part Time Work From Home Business - Is It Possible?
By: Koz Huseyin | 18/07/2008
Is it really possible to work from home in your own business? So many people believe that it needs to be a full time affair, but there are also those who are part time and working from home. Is it possible to create a part time work from home business, and be able to succeed? Join me as we take a look at part time work from home business.
Starting A Home Business - Do You Know Your Marketing
By: Koz Huseyin | 18/07/2008
When we do home business planning, though it can take time and effort, it still has a sense of ease. Often we can go through the starting of the home business all ok, but then soon find we are in new territory. Here is where many home businesses fail; I hope this article can stop that happening to you.
3 MLM Marketing Expenses That Could Bust Your Budget
By: Keya Williams | 18/07/2008
If you have taken the step to create a MLM Marketing budget – Congratulations! You are one step ahead of the average network marketer. However in addition to the typical expenses for leads and advertising, there are 3 important expenses that most new marketers forget about. And forgetting these three can completely bust your budget.
Creating Income With Cash Gifting For A Better Tomorrow
By: Michael J Kohn | 18/07/2008
This article deals with the old and the new. We have gone from a generation of savers, to a generation of investors. Which one will have the finances to retire in comfort and which one may not?
More from armando williams
Make Extra Money Online 9
By: armando williams | 05/02/2007 | Home Business
If you?re an affiliate marketer and you don?t yet own a copy of Affiliate Project X, you need to go and get a copy today. Even if you?re a successful marketer, you?ll be competing against Affiliate Project X owners who?ll be eating away at your margins and commissions. This is a classic case of ?if you can?t beat them, join them?.
Make Extra Money Online 8
By: armando williams | 05/02/2007 | Home Business
It?s been 8 weeks since Affiliate Project X was launched on an unsuspecting world of affiliate marketers. That?s more than enough time to assess if the product is any good or not.
Make Extra Money Online 7
By: armando williams | 05/02/2007 | Home Business
I'm always on the lookout for new marketing techniques to use and I knew, based on the quality of information in his Adwords Miracle ebook, that Chris would deliver on his promise of information so I bought the ebook at the discounted launch price. Once downloaded, I opened it to glance over its contents before I got some shut-eye. Instead of waiting to read it the next day, I was drawn into it and read it from cover to cover and was blown away quite frankly. At 3AM, I was wide awake, my mind racing with ideas spawned by Affilate Project X.
Make Extra Money Online 6
By: armando williams | 05/02/2007 | Home Business
Affiliate Project X is not an all inclusive Internet marketing how-to, it’s not even an all inclusive affiliate marketing how-to. As with his first product, the author Chris has written Affiliate Project X for a very targeted audience. This book was written for affiliates who have been playing the game and losing (much as Chris himself was just a few months back).
Make Extra Money Online 5
By: armando williams | 05/02/2007 | Home Business
There are many books and articles about affiliate marketing, but I've never come across one quite like Affiliate "Project X". It presents step-by-step methods that complete newbies can use to become super affiliates within the span of a few weeks, if they're willing to work at it. Even seasoned pros can learn a few things from this book and significantly increase the money they make from affiliate selling.
Make Extra Money Online 4
By: armando williams | 05/02/2007 | Home Business
Affiliate Project X is the work of a guy called Chris who lives in the UK, and was launched sometime towards the end of last year.
Make Extra Money Online 3
By: armando williams | 05/02/2007 | Home Business
This is a review of a brand new ebook that has just been released on affiliate marketing. Written by the same guy of Adwords Miracle fame
Make Extra Money Online 2
By: armando williams | 05/02/2007 | Home Business
Have you heard of Profit Monster? It is a new and proven system that has made normal people very wealthy by teaching them how to harness the power of the internet. Profit Monster comes com
|
|
Business 
