The company's most common name, this is the case - the creation of a new company, the precise and vivid, but it's entirely forgettable. And it is easy to see how it happens. Unlike real-world application is usually done in a vacuum of name - no relation, no copy accompanying logo, website or brochure. A group of decision makers sit in a meeting room and throw names around in the air. separately, and not the supporting cast, no background, no props, the names look good and oftenridiculous. E 'at this stage, the mind wants to make sense of the name and without context, without the support elements, the default is free associations of the past. This is what kills many a big brand.
Imagine a committee looking for a brand new computer for a company. Someone suggested the word "apple."
"Apple?" the group reacts in shock and disbelief.
"This reminds me of my mother saying:" One rotten apple spoils the whole bunch, "a committeeWritten protests.
"It looks like something fruity for me," says another. "We can not be perceived as a company fruity!"
"And what about worms to enter the apple," agreed a third member. "And the way they rot, and how the sticky juice, and how ..."
"Good!" SUGGESTEE the excuse, I read in an almost fetal position, which has vowed never to dare to have a different idea.
And so the group arrives at an absolute consensus that the name needs to communicate what the company does. So thenext set of suggestions appear in the sign ...
"Computer manufacturers United"
General Computer Systems
"Quality Computer Corporation
"Superior Computer Manufacturers'
Global computer in the world "
The closer the Committee is the "thing" to describe the company, the more they mix and blend right into the rest of their industry. They sound more like a description of the business as a brand, and so they hide their identitiestrying to create. They do not realize that the name of the new company will be in an environment that define it, so that the name is free to evoke feelings and emotions help. An apple is fresh, accessible, healthy and invigorating. And so a company can on the Internet, to borrow it in a completely different position to the way they approach their business forward.
So if company names are more memorable creative and effective as a descriptive name, why is that so many companies areExplore this basic error? For the most part it is because we are conditioned from childhood to adapt, how to follow others, and the leader. As we do not like to admit it, would most of us tend to follow a fixed path, like a new flame. One of the first questions I ask is if the potential customers who want their company name as a blend or stand out. Most say they want to stand out without rest, but turns off when presented, is a red flag.
"I am notsure, "he could say." These names are unique, but they are so different from anything in our industry. "
And so it goes. The names until someone in a mixture of airline Virgin name, instead of southwest. Or a Monster online job site instead of CareerBuilder. Or a massive online store instead of Amazon Books-A-Million.
Descriptive names are not only less effective, are difficult to visualize. I can think of a monster, but I have difficulty, show aCareer Builder. When it comes to shoes, the beach, I can imagine a pair of Crocs, but a pair of Keens. This vivid mental images to offer another way to anchor the brand more memorable in the minds of customers.
Creative names are also less restrictive. If you have a purely descriptive name, which is when your core business products or services has happened to change? How much advertising is needed for Burlington Coat Factory to convince them to sell to customers morecoats alone?
Will be very memorable name, the only way? No. Some small businesses do not have the luxury of a marketing budget and the use of literal names from the short-term needs. And there are other vital naming strategies that work well. But to build for those who want a brand that distinguishes them from competitors, and more space to keep in mind the customer, then a striking, memorable name is the way to go. Seth Godin makes a convincing argument for a company's name in his memorableNew York Times list of bestsellers, Purple Cow: transform your business by being remarkable.
Whether a company name for a river, a fruit, a dessert, a reptile, or a strange color of the cattle, it is likely that at minimum, to make a name. And if you identify potential customers and your company, the rest is up to you. If you do your job well, you have a company that not only memorable, but that is unforgettable.
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