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Actual for You - Organic Naming -- Creating Company and Products Names with Deep Roots
If you work in a medical billing company then you will get a good laugh out of this. What you are about to read is a true story of an incident at a medical billing company. The names of the people in the company and the company itself, as well as its location have been changed so as to protect the innocent and the guilty. For those of you who don't work in a medical billing company, you may not be
It’s been interesting to watch the (sometimes forced) assimilation of Generation Y into the Boomer-dominated workforce of the early 21st century. Surely no two generations working together have been so disparate…at least that’s what we’re led to believe, and to an extent it’s true. There are vast differences in the two generations’ values and beliefs.But I would suggest the computer is one e
When a technology company needed a name for their new PDA a few years ago, they could have used Pocket Link (the code name for the device while it was in development). Instead they went with a much more appetizing name… The Blackberry.
When United Parcel Service wanted to instill a deeper sense of their brand identity, they simply turned to their earthy corporate color . . . "What can Brown do for you?" Verizon named their newest phone Chocolate. And the world’s leading manufacturer of construction and mining equipment shares its name with a friendly, wiggly little worm . . . Caterpillar.
What do these highly memorable names have in common? They are all richly grounded in human experience. As such they are much more anchored in our brains. They trigger the areas of sight, sound, taste and touch. These types of names then provide a much bigger palette to paint a mental picture of our products and services. They allow us to borrow on the attributes inherit in the words themselves. That’s why Apple is much more approachable, consumable and human than Compaq. And that’s why we process Amazon on a whole different level than Books-A-Million.
So what keeps companies from using these great words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms, such as “No one else in our industry is doing that!” and “No one will understand our product if we don’t explain it in the name.” On a more practical level the fear takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e. Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very attributes that a great name can instantly provide. How to Start a Nursing Agency Business
Put Your Investments on the Right track!Starting a business is not as complicated as it seems. In fact, all you really need to get started is a positive attitude, and the desire to be self employed! The supply of something that's in demand, and money. For now let's focus on the second component of having a business, what's in demand?There is a continual need for nurses in this country a
When United Parcel Service wanted to instill a deeper sense of their brand identity, they simply turned to their earthy corporate color . . . "What can Brown do for you?" Verizon named their newest phone Chocolate. And the world’s leading manufacturer of construction and mining equipment shares its name with a friendly, wiggly little worm . . . Caterpillar.
What do these highly memorable names have in common? They are all richly grounded in human experience. As such they are much more anchored in our brains. They trigger the areas of sight, sound, taste and touch. These types of names then provide a much bigger palette to paint a mental picture of our products and services. They allow us to borrow on the attributes inherit in the words themselves. That’s why Apple is much more approachable, consumable and human than Compaq. And that’s why we process Amazon on a whole different level than Books-A-Million.
So what keeps companies from using these great words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms, such as “No one else in our industry is doing that!” and “No one will understand our product if we don’t explain it in the name.” On a more practical level the fear takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e. Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very attributes that a great name can instantly provide.<
In the mid-Fifteenth Century, when Johann Guttenburg brought moveable type printing to the western world I doubt he envisioned the industry he would create. Today, printing is a significant line item on every business budget. Invoices, contracts, business cards, letterhead, and brochures are all part of the day-to-day operations of every business.Often when the bill comes, it feels like you ar
What do these highly memorable names have in common? They are all richly grounded in human experience. As such they are much more anchored in our brains. They trigger the areas of sight, sound, taste and touch. These types of names then provide a much bigger palette to paint a mental picture of our products and services. They allow us to borrow on the attributes inherit in the words themselves. That’s why Apple is much more approachable, consumable and human than Compaq. And that’s why we process Amazon on a whole different level than Books-A-Million.
So what keeps companies from using these great words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms, such as “No one else in our industry is doing that!” and “No one will understand our product if we don’t explain it in the name.” On a more practical level the fear takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e. Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very attributes that a great name can instantly provide.<
Part 3 of Having a Successful BusinessI’m glad you asked! In this section, our discussion will show you one of the fastest growing industries and how you capitalize NOW!Do you remember the question asked in the first section of this series: How big of a slice of the pie are you willing to cut for yourself?Before you can answer the question above, here is a monetary value to consi
So what keeps companies from using these great words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms, such as “No one else in our industry is doing that!” and “No one will understand our product if we don’t explain it in the name.” On a more practical level the fear takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e. Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very attributes that a great name can instantly provide.<
If your choice affects other people, there is a third question you should ask, “Does it work for others?” Through the years people have often made comments such as “My office is a mess, but I can find anything in it!” That may be – but what happens if they can’t come to work? I tell my clients, “If you are working for someone else, that information does not belong to you, it belongs to the client,
The fear also takes the form of limited thinking… that all the great names are taken and gone. But creativity knows no such limits. There are always new ways to create, invent and evoke. It may take time. It may take effort. But the rewards are worth it. In the end you will have a name and a brand that truly mean something. It will be a name rich in texture and ripe with meaning. Above all, it will be human.
Is this the best and only way to name a business or product? Of course not. But it’s one naming strategy that deserves more priority and consideration in the light of so many artificial names. Do your customers crave meaning and experience in their lives? Do they want to connect at a deeper level? Then meet that need by creating names, tag lines and experiences that are great – great because they are genuine, grounded and organic. That way you’ll not only grow, you’ll thrive and prosper.
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