Tag Archives for " brand naming "

5 How to conjure up a new business name.

Eons ago, advertising pioneer Claude Hopkins said “a good name should almost be an advertisement in its own right.”

He wrote the original bible on the subject, called “Scientific Advertising.” And now, some 90 years later, recent studies in behavioral economics and psychology show that many of his theories were dead on.

There’s a proven correlation between a memorable name and market value of the company.

Fortune 500 companies have figured that out. They pay naming firms huge sums to concoct new words that eventually become successful brands. Those firms employ teams of poets, neologists, writers, comedians, behavioral psychologists and linguists to come up with names like “Acura for Honda’s luxury car division. “Pentium” for an Intel Processor. Viagra for, well, you know what.

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3 Naming your baby vs. naming your business

I’ve done a good number of naming projects over the years, and I know that naming babies is much easier than naming products or companies.

First of all, with baby names there are only two people who have a say in the decision. It’s a simple democratic process where the wife always has veto power over anything the husband comes up with.

With company names, you have to get the consensus of many people. Sometimes there are even committees involved, which usually lead to winning names like Poolife for a swimming pool cleaning company.

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