Where Do Names Come From?

Inquisit

Logical, psychological, mysterious, full of surprises — names can make or break your branding strategy.

Your name is magical. It’s a powerful part of your brand. But its power is only half logical. The other half is mysterious — a matter of resonance — a spark that ignites, or fails to ignite, in the human psyche and memory.

The Athlete’s Foot was a legend in the annals of high-growth retailing. Pilobolus is a successful dance troupe. Each was named after a fungus. Is that reasonable?

Nike is mythological. Exxon doesn’t mean anything, but it sounds scientific, and the double-x sticks in your memory. Yahoo is a crude, offensive, brutish person…or a cry of enthusiasm. Take your pick.

Logical, psychological, mysterious, full of surprises — names can make or break your branding strategy. And giving a company, a product, a service a great name — or making an invigorating change in names — can refresh and energize the whole organization and its market.

But how do you find the right name? And how do you get over the mountain of more than two million trademarks already registered? They’re all taken. You can’t have any of them. And they’re all competing with you for attention.

Two million trademarks! Think of it. Few users of English have more than three or four thousand words in their whole speaking vocabulary. And, nobody can name more than a few dozen brands or remember more than a few hundred. Where have the other 1.99 million gone?

Will yours be one of the memorable names? Will it resonate? Will they know you? Will they like you? Will you be welcome in their world?

Brand Drives Everything!

About Jeffrey Flick
President & CEO @ BD&E

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