The Power Of Brighter Naming


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Stuck in the mire of finding a new name for brand or product> Here are some helpful tip as well as the psychology behind why e like certain names above others.

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The Power Of Brighter Naming

  1. 1. The Power of Brighter Naming Shedding light on the naming process - February 2010
  2. 2. How do you choose the right one?
  3. 3. A name is for life.
  4. 4. Names play a key role in how we identify each other and the things around us. They help us to select from a vast array of choices. They set up expectations of what a brand delivers. They stay the same when everything else changes. Names can be valuable assets.
  5. 5. The good… 1930 1956
  6. 6. The good…
  7. 7. The good…
  8. 8. The OK
  9. 9. The unfortunate…
  10. 10. The ugly…
  11. 11. Why do we like some names, and not others?
  12. 12. People think the world is rational…
  13. 13. …but actually, we are fuelled by emotions “Reason is not as ‘pure’ as most of us “Emotion, intuition, long-term memories think it is or wish it to be; emotion and and unconscious motivations make feelings aren’t intruders into the bastion up as much as 80 percent of our of reason. We feel before we think. decision-making processes. In fact we feel in order to think.” That leaves just 20 percent for logic to battle over.” Descartes' Error, Antonio Damasi Kevin Roberts, Saatchi & Saatchi
  14. 14. “Language is the mind”
  15. 15. A good name hits us in the part of the brains that controls memory and emotional reactions
  16. 16. Properties *Subject : <Brand storytelling> *Name : <question> Paul Ekman - Primary Emotions Template Outer Directed Joy Surprise Anger Flight Fight (Backwards) (Forwards) Disgust Fear Sadness Inner Directed
  17. 17. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness
  18. 18. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness oooo wonder awe
  19. 19. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness oooo wonder awe High-pitched eeeeee excitement ayyyyy urgency
  20. 20. “Good words are ones in which their sound and meaning are congruent”
  21. 21. Phonetic Symbolism The mere sound of a word, apart from its definition, conveys meaning and evokes specific emotions
  22. 22. 80% of people thought Mal was size of larger table Mal Mil
  23. 23. Back v Front Vowels Big Small Heavy Light Soft Hard Slow Fast Round Angular Dull Bright Mal Mil
  24. 24. ‘Big’ sounding name for global communications Big Heavy Soft Slow Round Dull Mal
  25. 25. Is a small word good for Internet searching? Small Light Hard Fast Angular Bright Mil
  26. 26. What’s the better name for an ice-cream? ? Frish Frosh
  27. 27. What’s the better name for an ice-cream? Frosh Frish Big Small Heavy Light Soft Hard Slow Fast Round Angular Dull Bright Ice cream Smooth, Rich, Creamy
  28. 28. Frosh
  29. 29. Can your name be a disadvantage in an election?
  30. 30. In 42 elections, the candidate with the highest ‘Comfort Index’ won vote in 35 of them 83%
  31. 31. Naming Strategies
  32. 32. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions
  33. 33. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions Higher recall of an advertised benefit (picture quality)
  34. 34. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions Higher recall of an non-advertised benefit (sound quality)
  35. 35. Implications… • Choosing a name that is concrete and evokes key product benefit facilitates the initial positioning • But, this can limit the brand’s longer-term development • Therefore non-suggestive might be better for new products if they might evolve over time
  36. 36. Literal and descriptive - speaks to the products... books. Binds the company to books Compared to…
  37. 37. Open and inviting...flowing, easy, abundant
  38. 38. Yellow Sky Blue Kermit Green Millennium Orange
  39. 39. More positive emotional feelings towards a given product Kermit Green Millennium Orange
  40. 40. A puzzle that needs to be solved… Ah-hah! Kermit Green
  41. 41. As light as… Air
  42. 42. Require some lateral thinking…intrigue A new dawn? Millennium Orange
  43. 43. Require some lateral thinking…intrigue A new dawn? Party? Millennium Orange
  44. 44. Require some lateral thinking…intrigue A new dawn? Ending? Party? Millennium Orange
  45. 45. What will my friends think?
  46. 46. How to start the Naming Process?
  47. 47. Our naming process Discovery Creation Optimisation Checking Selection Agree Nominate Build, Search Review name the naming naming refine and for topline recommendations challenge springboards shortlist trademark & lead names domain conflict Pick Fully immerse [Optional front-runners into research/ brainstorm(s)] Support with Check insights/ ʻNamemakerʼ linguistic Further search competitor Generate (if appropriate) acceptability trademark info long lists (and URL) [Optional registrations - Establish research] [using criteria and 3rd party] objectives for Fine-tuning new name or Develop name change branding
  48. 48. The naming start point: the brief All important - but not long or over-detailed • 1. Decide on what’s needed on practical and tonal/emotional levels – Who is the target for the new brand? – What is its remit in terms of product, or service, or company offer? – How likely is it to spread internationally? – What makes it different and distinctive from its competitors? – Is it a stand-alone brand or will it work as a sub-brand or creative descriptor under, or endorsed by, a parent brand? – Does it need a .com or etc domain name? • 2. And from an emotional point of view • Does the style of the new brand need to be quirky or serious, scientific or everyday, macho or more feminine etc • What words would you use to describe the personality of the desired brand e.g. Light- hearted, maverick, bold, clever, intuitive, fast-moving
  49. 49. The pitfalls: linguistics • So what can go wrong? – Forgetting to screen for linguistics on a brand with plans to expand – Names that look or sound great in a national language may mean some unfortunate things in others!
  50. 50. The pitfalls: domain names • So what can go wrong? – With no punctuation or spaces between words, domain names can open up a can of worms! Plumbers of Exmouth
  51. 51. The pitfalls: legal registrability • Even the most exciting, impactful and appropriate name can fall at the hurdle of trademark registration • That’s why it is important to balance the creativity with the rational - continually filtering throughout the naming process to ensure that the chosen routes have a chance • Unfortunately the more global the brand, the more thorough and expensive the checking process is likely to be - and the longer it will take • NetTest - a name created in 1992 - for example took 12 years to complete registrations in 22 countries worldwide
  52. 52. How do you know when you’ve got a good one?
  53. 53. 3 - 5 times before a word is registered in your mind…
  54. 54. …but too often will and it will lose its meaning
  55. 55. Combination of thinking and feeling
  56. 56. A good brand name should be… • Easy to pronounce • Transfer internationally • Memorable, Distinctive, Evocative • Legal and available And also… • Be in line with phonetic associations • Evoke positive associations – Unexpected descriptive – Ambiguous
  57. 57. …but also “Imagination is more important than knowledge”
  58. 58. You start with a blank canvas It’s up to you to create the associations
  59. 59. “…the one common denominator that separates the mediocre from the memorable, is the degree to which the name engages the mind of the consumer. Most new business owners opt for company names that inform and describe, leaving nothing to the imagination. They often fail to realize that the context surrounding the name (the ad, the store sign, the product, the brochure copy, etc.) will define what they do, so the name can be free to describe how they do it. In other words, no customer will hear or see the name in a mental vacuum..” Philip Davis, Tungsten Branding
  60. 60. It’s what you do with it that counts
  61. 61. It’s what you do with it that counts
  62. 62. It’s what you do with it that counts
  63. 63. It’s what you do with it that counts
  64. 64. Thank you!
  65. 65. Contact Bianca Cawthorne Butterfly London +44 (0) 7866 806 367 (UK)