Where Do Names Come From?


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. Read more of this post

%d bloggers like this: