1.
Don't be overly obvious. Sterling is a lovely
word, especially in the United Kingdom where it defines the
basic British monetary unit and has come to mean "of the
highest quality." But it is so obvious a choice that more
than 700 U.K. companies have the word "Sterling" in their
name.
2. Do
consider the context. For instance, consider the
context for product and company names ending with the
letters "-is." Remember the sarcastic comment by Donald
Trump about the name Allegis? He said it sounded like "a
world-class disease." That's because there are a host of
diseases and ailments with that ending -- arthritis,
gingivitis, encephalitis, syphilis. It doesn't seem that
was a consideration when Rhone-Poulenc and Hoechst merged
creating a life sciences giant. The result: Aventis.
3. Do
remember that less is usually more. Bib-Label
Lithiated Lemon-Lime Soda was a curious and cumbersome
name. Seven-Up was better. Dr. Richardson's Croup and
Pneumonia CureSalve was going nowhere until it become Vicks
VapoRub.
4. But, do
go for quantity. Nine of any ten names generated (by any
method or means) fail to get through an availability screening.
This is not a new problem. When the Coca-Cola company introduced
its first diet drink way back in 1963, an IBM Model 1401 computer
was programmed to disgorge every four-letter combination containing
a vowel. Out came 250,000 combinations, and 600 names were examined
as possibilities. But only 24, a mere four percent, had no conflict
with existing trademarks. (One of them, Tabb, was shortened to
Tab.)
5.
Don't shortchange the equity in your name. Names
can carry tons of stored-up value. Wells Fargo Bank once
merged with a larger bank named American Trust Bank
Company. But shrewd heads prevailed, and the "smaller" name
(with its proud heritage and considerable equity)
prevailed.
6. Do look
within. Sometimes good naming is more common sense than
courage. Anheuser-Busch decided to spin off the large commercial
baking company (Campbell Taggart Inc.) it had acquired in 1982.
Seeking a more expressive name, new management selected one of
their regional bread brands, redesigned it, and elevated it to the
corporate name: Earthgrains Company.
7. Don't
take every name literally. Your customers don't. If they
did, they would assume that a car from Rent A Wreck really is a
wreck. Or that a Realtor from Century 21 couldn't sell a house back
in the 20th Century. The management of the American Hospital
Association fell into that trap as they toyed with proposals to
change their name. Why? To be more inclusive of its membership,
which no longer revolves around free-standing hospitals and now
embraces integrated delivery systems, among others. But "hospital"
turns out to be a word that resonates richly. When the association
finally bothered to poll the 300 people who serve on their regional
policy boards, they got an earful: 45% said the old name was just
fine, thank you. Another 45% said let's just add a disclaimer to
more fully describe the evolving membership.
8. Don't
assume that the name makes the market. Lean Cuisine is a
dandy name for a line of frozen entrees. But it only works because
consumers were ready for low-calorie, gourmet, upscale dining.
9. Do
embrace emotion. Reason alone does not a great name make.
Instead of being totally left-brain, you should let some intuition
guide your intention. Sears could have named its car battery
"Reliable." (Practical, logical and very ho-hum). Now consider the
actual choice, the evocative and emotionally-charged DieHard.
Supreme Court Justice Felix Frankfurter acknowledged this
right-brain aspect of names when he wrote, "The protection of
trademarks is the law's recognition of the psychological function
of symbols. If it is true that we live by symbols, it is no less
true that we purchase goods by them."
10. Don't
forget the sound. These days, many names are said aloud
more often than they are written or read. The mind translates words
into sounds. So make sure your name is pleasant to
pronounce.