search.com or Google: Why we suck at naming products and companies (PCA13)
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![“[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.”](https://image.slidesharecdn.com/6fajfxidqxokwldphivc-signature-3b365085b75e147f92ef61866fac7800bd590f7a41f3c0fb4849d91254918720-poli-140803182547-phpapp02/75/searchcom-or-google-why-we-suck-at-naming-products-and-companies-pca13-12-2048.jpg?cb=1668837581)
search.com or Google: Why we suck at naming products and companies (PCA13)
•4 likes•2,801 views
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Winner of "Best Session" at ProductCamp Austin 13 (August 2, 2014). For full presentation with speaker notes, please see the Google slides published here: http://bit.ly/1mlWFEk Once there, hover over the bottom left of the page, click the sprocket, and select 'Open speaker notes'. Did you know that scientists have studied what makes a great brand name? The findings may surprise you. Our intuitions about brand names are the opposite of what the science tells us. The session answered: 1. What goals should you strive to achieve when choosing a name for your product or company? 2. What does the science say about what types of names best accomplish these goals? 3. How should you choose a name? Prepare to challenge your intuitions.
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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
- 3. “Sounds like a porn site.”
- 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.