search.com or Google: Why we suck at naming products and companies (PCA13)

Roger Cauvin
Roger CauvinSmart Product Decisions at Dadnab
Products and Companies
Members Private Sale
#wesuck
#PCATX13
Roger L. Cauvin
Director of Products
Why We Suck at Naming
search.com or Google: Why we suck at naming products and companies (PCA13)
“Sounds like
a porn site.”
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
“The kiss of death for
an Internet brand is a
common name.”
“[A] brand name is a peg
that people use to hang
all the attributes of your
business.”
“The LESS it has to do
with your category, the
better.”
search.com or Google: Why we suck at naming products and companies (PCA13)
Incongruity
Elaboration
Affinity2
Recall1
Word of
Mouth3
1Heckler, S. E. and Childers, J. L., “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is
Incongruency?” Journal of Consumer Research, 18, 3, 475-492, 1992.
2Miller, Elizabeth G. and Kahn, Barbara E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice.
Journal of Consumer Research. June 2005.
3Mattsson, Jan and Söderlund, Magnus. Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC :
Australian New Zealand Marketing Association, 2011.
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
search.com or Google: Why we suck at naming products and companies (PCA13)
@rcauvin
blog.cauvin.org
roger@cauvin.org
search.com or Google: Why we suck at naming products and companies (PCA13)
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search.com or Google: Why we suck at naming products and companies (PCA13)

  • 1. Products and Companies Members Private Sale #wesuck #PCATX13 Roger L. Cauvin Director of Products Why We Suck at Naming
  • 11. “The kiss of death for an Internet brand is a common name.”
  • 12. “[A] brand name is a peg that people use to hang all the attributes of your business.” “The LESS it has to do with your category, the better.”
  • 14. Incongruity Elaboration Affinity2 Recall1 Word of Mouth3 1Heckler, S. E. and Childers, J. L., “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?” Journal of Consumer Research, 18, 3, 475-492, 1992. 2Miller, Elizabeth G. and Kahn, Barbara E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research. June 2005. 3Mattsson, Jan and Söderlund, Magnus. Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC : Australian New Zealand Marketing Association, 2011.