That crazy “naming” business……

One of my clients recently said to me that doing a product name is just very hard…..

But how hard could it be…..we consider the product, the attributes it delivers, the target market, competitive names and off we go….

Except for matters of taste, personal preference, competitive conflicts, trademark congestion, it really would be pretty straightforward….

Here’s a few current examples and how you can run amok:

  1. Qwikster: So much has been written, but I have to say as well – how could the mailed product from Netflix have the Qwikster name?  Ok, enough said.
  2. NuVal: King Soopers’ new scoring of specific foods’ nutritional value.  But why is it “Nu”?  Has an food’s nutritional value changed as a result of the scoring?  The “Nu” hangs me up…..it even gives me some genetically engineered feel which is probably not desired.
  3. Dreamliner: Boeing’s new 787.  What a marvelous name in a category where conventional names have the numbering pattern.  But then delivery is nearly 3 years late.  A headache of epic proportions for marketers.
  4. Metro State: The community college here in Denver wants a new name and wants Denver in that name but keeps bumping up against the University of Denver who is not taking kindly to encroaching in their space.   Stop right now and work on a different name idea.  Their current ideas are:  Denver Metropolitan State University.  Denver State Metropolitan University. Metropolitan Denver State University.  This is going nowhere.   They all sound the same to the naive listener and they are all TOO LONG.  Start over!
  5. Crystal Bridges Museum of American Art: Would love to visit this new museum in Bentonville, Arkansas.  But hate the name.  Feels like a mall or a senior retirement community.  Hmm.

What names are bugging you?  Let me know.

Leave a Reply