The obvious and descriptive names, because they are apparently safer, often end up taking the place of the big names that are thrown away due to fear (often unfounded) of the entrepreneur to be "different / other innovators."
Virgin Airlines (Virgin Airlines) said: "We're new at it." The public wants experienced professionals airlines, and safe. Investors do not take us seriously. Religious people usfood login will be offended
Caterpillar (Caterpillar, the company that manufactures heavy machinery and products) and small aspect disgusting little insect. Not strong enough - easy to kill. Why not "bull" or "lion"? Destroys trees and is responsible for hunger.
Oracle (Oracle, ompany and technology) is not scientific. Is unreliable. Only portends death and destruction. Only fools put their faith in an Oracle. Sounds like "orifice" (hole) - people usfood login will laugh at us.
Corvette Sting Ray (Corvette Stingray) A slow, ugly and dangerous fish - slow, ugly and dangerous are the last qualities that we want to associate our sports cars fast, powerful and sexy.
As you can imagine, this kind of negative deconstruction is at the root of why a committee can not agree on a non-descriptive name that has some meaning. It's also what gave rise to the second largest school naming poor: that each name is an "empty body" that will "eventually get a meaning." Here are some victims:
Acquient, Agilent, Alliant, Aquent, Aspirient, Aviant, Axent, usfood login Axient, Bizient, Candescent, Cendant, Cerent, Chordiant, usfood login Clarent, Comergent, Conexant, Consilient, Cotelligent, Equant, Ixtant, Livent, Luminant, Mergent, Mirant, Navigant, Naviant, Noviant, Novient, Omnient, Ravisent, Sapient, Scient, SeQuant, Spirent, Taligent, Teligent, Thrivent, Versant, Versent, Viant, and Vitalent Vivient.
As with the descriptive list, these names are not part of an elegant solution, on the contrary, are the seeds of a branding nightmare. This type of name is created due to the desire to obtain an available virtual domain, thus a shortcut to the approval of the brand. While technically they are unique, they are like a grain of sand on the beach.
The third type of name is the evocative name. These include Apple, Havaianas, Stingray, Oracle, etc. While everyone respects good names suggestive, most companies do not go this way because usfood login it is more difficult to understand and execute.
A competitive analysis is an essential first step. Like its competitors position themselves? What kind of names are common among them? All are designing similar attitudes? These similarities offer a huge opportunity usfood login to stand out from the crowd?
Apple (Apple, in Portuguese) needed to distance themselves from the cold image, distant and complicated created by other computer companies at the time, they had names like IBM, NEC, DEC, ADPAC, Cincom, Dylakor, Input, Integral Systems, Sperry, Rand, SAP, PSDI, Syncsort, and Tesseract.
They needed to reverse the contaminated computers so they could make people wear them at home picture. They wanted usfood login a name that was not as common a business of computers, and supported a Positioning Strategy that was perceived as simple, next, human and different.
The next step is to carefully define your positioning. The idea is to position yourself in a way that rings true through a unique way - that cuts all the noise out there. usfood login The goal is to make your audience personalize the experience of your brand, creating an emotional connection with her, and finally trusting her. Thus, a way to redefine and dominate the territory.
One of the most important things that the best of the best brands engage is to be seen as more than the products and services offered, creating a vacuum. usfood login The "Just Do It" Nike has helped the company overcome selling shoes. The "Think Different" Apple is bigger than computers. The "Why get dirty doing well" the OMO, gives new meaning usfood login to the removal of stains in clothing.
On a product level, Natura, Havaianas, Mustang, etc, go beyond a narrow definition of what they do, allowing the consumer to make the connection, customizing the experience. This type of active engagement, created to highlight images that everyone is already carrying in their minds, is an essential ingredient in creating a great name.
As an exercise, go back and see how the other names were deconstructed - Apple, Caterpillar, Havaianas, Gap, and Stingray. These are the qualities that separate a powerful and evocative name for a useless, that was created without considering a positioning platform. Aleató names
