To puT iT Simply: The FirST joboF markeTing iS To diSTinguiSh your-SelF From The compeTiTion. ThaTmeanS doing SomeThing diFFerenT.don’T pick a name ThaT makeS youone oF The TreeS in The ForeST andThen Spend The reST oF your markeT-ing budgeT Trying To STand ouT.
FUNcTioNAL NAMES: The lowestcommon denominator of names,usually either named after a person,purely descriptive of what thecompany or product does, or a pre- orsuffixed reference to functionality.(infoseek, LookSmart)
iNvENTED NAMES: “invented” as ina made-up name (Acquient, Agilent,Alliant, Google, oreo) or a non-Englishname that is not widely known.
EXPERiENTiAL NAMES: A directconnection to something real, a partof direct human experience. Usuallyliteral in nature, but presented with atouch of imagination.(Netscape, Palm Pilot)
EvocATivE NAMES: These names aredesigned to evoke the positioning ofa company or product rather than thegoods and services or the experienceof those goods and services. Removedfrom direct experience, but relevant –evoking memories, stories, and manylevels of association. (virgin, Apple,cracker jack)