Allow for due diligence.
Naming takes time. It just does. And most of the time will be spent in due diligence. At Unleaded, we’ve named hundreds of companies, products and services over the years. Typically for every hour spent brainstorming it takes three hours of due diligence to search the USPTO registrations, competitors, other companies, etc. for the names you came up with in that first hour.
Always, always run it by legal.
As a marketer, your job is to come up with an on-strategy name, ideally even a short list of name options; ones you love that you can pass off to your legal team for them to do a proper risk assessment. Granted, legal doesn’t care about the marketability of a name—so keep that in mind. But trust us when we say you need to let them do their job with every name you take to market.
Consider global interpretations.
In business school, they always trot out the hoary old chestnut of the Chevy Nova and how “no va” means “doesn’t go” in Spanish. But there are far more egregious examples, such as French auto brand Peugeot (tagline: “motion & emotion). The Peugeot name translates to Biao zhi in Southern China, which sounds like the word for prostitute.
Take aesthetics into account.
While you want the strategy and buyers to direct the naming, aesthetics do matter. How does it look? How does it sound? Is it natural? Awkward? Every brand stakeholder is going to live with this name for a very long time. So it has to sound like a name people can live with saying every day for years.
Assign tight decision control.
Great names aren’t born from committees. There’s nothing wrong with testing a potential name to a group of buying audiences to get feedback. But when it comes to internal opinions, keep the group tight and sell it strategically. Otherwise, nothing will get done.
QUICK FACTS
11% More Investment
In a study on behalf of the Society of Personal and Social Psychology, Inc., researchers tracked 700 stocks between 1990 and 2004. They actually found that stocks with more simple names earned 11 percent more than their counterparts.
70% = 200%
According to a recent article in the MarTech Advisor, 70 percent of customers who feel emotionally connected to a brand spend twice as much on purchases—and over 80 percent of this group will also recommend their preferred brands.
Sleep Nudging
Parents have long since attempted to educate sleeping babies to give them a cognitive advantage early on. But as it turns out, humans are actually susceptible to influence during certain phases of sleep. This dream was brought to you by Carl’s Jr.
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