Can a clever product name translate to market share? And, can an unpopular name sink it? Five laws of brand naming:
1. NAMES MATTER: They create a distinct sense of identity and personality and allow an emotional connection with the product/service.
2. DON’T LEAD WITH A NUMBER: Numbers are cold and impersonal, and placing them first in a name adds an emotional barrier between the consumer and the product.
3. FOCUS ON THE 3Fs: Names that tell something about the product/service’s form, function or features are more appealing.
4. LEVERAGE LIFESTYLE: Pick names that make people feel cutting-edge, stylish or sexy.
5. MATCH THE NAME TO THE MARKET: If your customers aren’t into “edgy,” round off the corners.
About Wendi McGowan