In his book, The Name of the Beast (The Perilous Process of Naming Brands, Products, and Companies) British writer and branding expert Neil Taylor sums up his final chapter with the 22 Secret Rules of Naming.
To date, I’ve been lucky enough to work on over 125 naming projects (quick shout of out of thanks to my clients and agencies.) In working on these projects, I’d agree with Mr. Taylor that some phases in the naming process tend to go much more smoothly than one would anticipate, while others can get quite perilous and keep you up at night. One such phase is what I’m now calling the Neutral Beast (to borrow from Mr. Taylor).
I won’t completely spoil the book and reveal all of Mr. Taylor’s commandments, but I wanted to share one gem of wisdom that I feel is extremely helpful in conquering the Neutral Beast. And it’s this: Review your final name list in some kind of marketing context.
Sounds simple enough, but I often see a list of very expensive names shuffled around a client office as text-only names imbedded in an email or scribbled on that hazy whiteboard in the secondary lunchroom with a nearly invisible, yet amazingly stinky marker. (You know who you are.)
To date, I’ve been lucky enough to work on over 125 naming projects (quick shout of out of thanks to my clients and agencies.) In working on these projects, I’d agree with Mr. Taylor that some phases in the naming process tend to go much more smoothly than one would anticipate, while others can get quite perilous and keep you up at night. One such phase is what I’m now calling the Neutral Beast (to borrow from Mr. Taylor).
I won’t completely spoil the book and reveal all of Mr. Taylor’s commandments, but I wanted to share one gem of wisdom that I feel is extremely helpful in conquering the Neutral Beast. And it’s this: Review your final name list in some kind of marketing context.
Sounds simple enough, but I often see a list of very expensive names shuffled around a client office as text-only names imbedded in an email or scribbled on that hazy whiteboard in the secondary lunchroom with a nearly invisible, yet amazingly stinky marker. (You know who you are.)
As namers, we understand the time, money, and effort that went into this list. We think names should be handled with a bit more love and tenderness. One of these names, after all, just may change the face of your brand forever.
Sure, initially, I’ve presented (or passed along) a cumbersome, brainstorm as an unplugged, text-only list (let’s say 50 or more names). But once the list is manageable, say 20 or less, it’s time to judge them more harshly, yet respectfully, in broad daylight.
Take a look at your new potential names as logos (or at least with some color and type treatment applied), on a business card, in a trade ad headline, in website banner, in a press release, etc. Everyone on the marketing team (including your consultant should have a good idea of where your brand name will live now and if possible, in the future.)
Sure, initially, I’ve presented (or passed along) a cumbersome, brainstorm as an unplugged, text-only list (let’s say 50 or more names). But once the list is manageable, say 20 or less, it’s time to judge them more harshly, yet respectfully, in broad daylight.
Take a look at your new potential names as logos (or at least with some color and type treatment applied), on a business card, in a trade ad headline, in website banner, in a press release, etc. Everyone on the marketing team (including your consultant should have a good idea of where your brand name will live now and if possible, in the future.)
Quick Tip: Remember names are often spoken as much as they are written. So have your receptionist or someone in the office answer the phone with the names—how do they sound? Is anyone struggling with the pronunciation?
One of my favorite product names of all time is the loquacious, 31 (!) character with spaces name: I Can’t Believe it’s Not Butter. Kudos to that namer and brand manager. But, I wouldn’t want to consistently deal with this type of name in practical marketing applications.
Yes, this visual and auditory step may add time and some money. Particurlarly, if you don’t have a graphics person on hand, but many offices do (or at least have an affordable relative, friend, or student resource). But I truly believe you’ll make a better, more profitable name and branding decsion. Plus, you get the added thrill of seeing your brand’s personality begin to gel and blossom, and that’s a wonderful thing.
One of my favorite product names of all time is the loquacious, 31 (!) character with spaces name: I Can’t Believe it’s Not Butter. Kudos to that namer and brand manager. But, I wouldn’t want to consistently deal with this type of name in practical marketing applications.
Yes, this visual and auditory step may add time and some money. Particurlarly, if you don’t have a graphics person on hand, but many offices do (or at least have an affordable relative, friend, or student resource). But I truly believe you’ll make a better, more profitable name and branding decsion. Plus, you get the added thrill of seeing your brand’s personality begin to gel and blossom, and that’s a wonderful thing.
Need help with your Name Beast? Drop me a line, I'd love to chat with you. Beth.
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