When a name is used in business it must be unique, powerful, proprietary, related to the business, excitable able to arouse curiosity and pleasing to the mind. Therefore, it is not wise to have a twisted spelling, hard to pronounce, or some wild name ideas that the subconscious mind simply refuses to accept. 'RockCloud', 'PurpleRhino', or 'ONGA-BOINKA' (meaning 'Great Things' in a dialect of the some Romantic language.) Do you really care? No, the mind simply shuts down and the name screams in panic while drowning.
A good name should simply pop up at the time of a purchase decision otherwise it is absolutely useless if it wanders through, out of the mental fog, a day after the purchase. This is how big sales are missed. Ouch. When a name is unique with a star quality alpha-structure the would brain recognizes it as such, 'Sony', 'Panasonic', 'Telus', 'Celestica', and it files it away very nicely, while recognizing it's unique position among the other daily confusing mumbo jumbo. When a name is purely generic, like 'Quantum', 'Allied', 'United' or 'General', then the garbage kicks in verbal branding and it can quickly become a verbal diarrhea. 'United Systems', 'United Payroll', 'United Services' or 'General Insurance', 'General Distribution' or 'General Production' and so on. A common day usage term, such as a dictionary word, has the least recall. The busy brain doesn't have the incentive to remember all this. The same applies to numbers; minds hate numbers, slashes, dashes, dingbats and symbols etc. Studies have shown again and again that only very unique, one of a kind, clear yet very powerful names, survive and become legends. A name must relate to its core activity. The rest simply fades away. Guaranteed.
No comments:
Post a Comment