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The Power of Brighter Naming


Shedding light on the naming process - February 2010
How do you choose the right one?
The Power Of Brighter Naming
The Power Of Brighter Naming
The Power Of Brighter Naming
The Power Of Brighter Naming
A name is for life.
Names play a key role in how we identify each other and the things
around us.
They help us to select from a vast array of choices.
They set up expectations of what a brand delivers.
They stay the same when everything else changes.
Names can be valuable assets.
The good…




   1930     1956
The good…
The good…
The OK
The unfortunate…
The ugly…
Why do we like some names,
     and not others?
People think the world is rational…
…but actually, we are fuelled by emotions




   “Reason is not as ‘pure’ as most of us      “Emotion, intuition, long-term memories
 think it is or wish it to be; emotion and    and unconscious motivations make
 feelings aren’t intruders into the bastion       up as much as 80 percent of our
    of reason. We feel before we think.             decision-making processes.

    In fact we feel in order to think.”       That leaves just 20 percent for logic
                                                        to battle over.”
       Descartes' Error, Antonio Damasi
                                                   Kevin Roberts, Saatchi & Saatchi
“Language is the mind”
A good name hits us in the part of the brains that
controls memory and emotional reactions
Properties
*Subject     : <Brand storytelling>
*Name        : <question>

  Paul Ekman - Primary Emotions
Template




                                                 Outer Directed




                                                      Joy



                                      Surprise                    Anger

                Flight                                                       Fight
             (Backwards)                                                  (Forwards)

                                       Disgust                    Fear



                                                    Sadness




                                                 Inner Directed
Emotions of Vowel Sounds


    Low-pitched    ahhhhhh   somberness
                             gentleness
The Power Of Brighter Naming
The Power Of Brighter Naming
Emotions of Vowel Sounds


    Low-pitched    ahhhhhh   somberness
                             gentleness

                   oooo      wonder
                             awe
The Power Of Brighter Naming
The Power Of Brighter Naming
Emotions of Vowel Sounds


    Low-pitched    ahhhhhh   somberness
                             gentleness

                   oooo      wonder
                             awe

    High-pitched   eeeeee    excitement
                   ayyyyy    urgency
The Power Of Brighter Naming
The Power Of Brighter Naming
“Good words are ones
 in which their sound
   and meaning are
     congruent”
Phonetic Symbolism

The mere sound of a word, apart from
 its definition, conveys meaning and
       evokes specific emotions
80% of people thought Mal was size of larger
table




          Mal                         Mil
Back v Front Vowels



       Big             Small
     Heavy             Light
      Soft             Hard
      Slow              Fast
     Round            Angular
      Dull             Bright


    Mal               Mil
‘Big’ sounding name for global communications



       Big
     Heavy
      Soft
      Slow
     Round
      Dull


     Mal
Is a small word good for Internet searching?



        Small
        Light
        Hard
         Fast
       Angular
        Bright


       Mil
What’s the better name for an ice-cream?




                      ?
     Frish                        Frosh
What’s the better name for an ice-cream?

   Frosh                               Frish
       Big                                  Small
     Heavy                                  Light
      Soft                                  Hard
      Slow                                   Fast
     Round                                 Angular
      Dull                                  Bright


                  Ice cream
             Smooth, Rich, Creamy
Frosh
The Power Of Brighter Naming
Can your name be a
   disadvantage in
       an election?
In 42 elections, the candidate with
   the highest ‘Comfort Index’ won
                                vote
                      in 35 of them




83%
Naming Strategies
Descriptive vs Evocative Names




 PicturePerfect televisions   Emporium televisions
Descriptive vs Evocative Names




 PicturePerfect televisions   Emporium televisions
      Higher recall of an
      advertised benefit
       (picture quality)
Descriptive vs Evocative Names




 PicturePerfect televisions   Emporium televisions
                                   Higher recall of an
                                 non-advertised benefit
                                    (sound quality)
Implications…


  •   Choosing a name that is concrete and evokes key product benefit facilitates
      the initial positioning
  •   But, this can limit the brand’s longer-term development



  •   Therefore non-suggestive might be better for new products if they might
      evolve over time
Literal and
descriptive - speaks
 to the products...
  books. Binds the
 company to books



  Compared to…
Open and
inviting...flowing,
 easy, abundant
Yellow          Sky Blue




Kermit Green   Millennium Orange
More positive emotional feelings
         towards a given product




Kermit Green               Millennium Orange
A puzzle that needs to be solved…


                                    Ah-hah!




      Kermit Green
As light as…

    Air
Require some lateral thinking…intrigue


                                 A new dawn?




   Millennium Orange
Require some lateral thinking…intrigue


                                 A new dawn?
                                    Party?




   Millennium Orange
Require some lateral thinking…intrigue


                                 A new dawn?
                                   Ending?
                                    Party?




   Millennium Orange
What will my
friends think?
How to start the Naming Process?
Our naming process


  Discovery         Creation        Optimisation        Checking          Selection

     Agree          Nominate           Build,             Search         Review name
  the naming          naming         refine and          for topline    recommendations
   challenge      springboards        shortlist        trademark &
                                    lead names        domain conflict          Pick
Fully immerse       [Optional                                            front-runners
into research/    brainstorm(s)]     Support with         Check
   insights/                        ʻNamemakerʼ         linguistic      Further search
  competitor         Generate      (if appropriate)    acceptability      trademark
      info          long lists                                            (and URL)
                                                        [Optional       registrations -
   Establish                                            research]           [using
  criteria and                                                             3rd party]
 objectives for                                        Fine-tuning
 new name or                                                               Develop
 name change                                                               branding
The naming start point: the brief


  All important - but not long or over-detailed
  • 1. Decide on what’s needed on practical and tonal/emotional levels
       –   Who is the target for the new brand?
       –   What is its remit in terms of product, or service, or company offer?
       –   How likely is it to spread internationally?
       –   What makes it different and distinctive from its competitors?
       –   Is it a stand-alone brand or will it work as a sub-brand or creative descriptor under, or endorsed
           by, a parent brand?
       –   Does it need a .com or .co.uk etc domain name?
  •   2. And from an emotional point of view
  •   Does the style of the new brand need to be quirky or serious, scientific or everyday,
      macho or more feminine etc
  •   What words would you use to describe the personality of the desired brand e.g. Light-
      hearted, maverick, bold, clever, intuitive, fast-moving
The pitfalls: linguistics


   •   So what can go wrong?
       – Forgetting to screen for linguistics
         on a brand with plans to expand
       – Names that look or sound great in a
         national language may mean some
         unfortunate things in others!
The pitfalls: domain names


  •   So what can go wrong?
      – With no punctuation or spaces
        between words, domain names        www.scatissue.com
        can open up a can of worms!



                                         www.childrenswear.co.uk




                                          www.choosespain.com


                                         Plumbers of Exmouth
                                        www.plumbersexmouth.com
The pitfalls: legal registrability


   •   Even the most exciting, impactful and appropriate name can fall at the hurdle
       of trademark registration
   •   That’s why it is important to balance the creativity with the rational -
       continually filtering throughout the naming process to ensure that the chosen
       routes have a chance
   •   Unfortunately the more global the brand, the more thorough and expensive
       the checking process is likely to be - and the longer it will take
   •   NetTest - a name created in 1992 - for example took 12 years to complete
       registrations in 22 countries worldwide
How do you know when you’ve
      got a good one?
3 - 5 times before a word is registered
in your mind…
…but too often will and it will lose its meaning
Combination of thinking and feeling
A good brand name should be…


  •   Easy to pronounce
  •   Transfer internationally
  •   Memorable, Distinctive, Evocative
  •   Legal and available


  And also…
  •   Be in line with phonetic associations
  •   Evoke positive associations
       – Unexpected descriptive
       – Ambiguous
…but also




“Imagination is more
   important than
     knowledge”
You start with a blank canvas


It’s up to you to create
the associations
“…the one common denominator that separates the mediocre
from the memorable, is the degree to which the name engages the
mind of the consumer.

Most new business owners opt for company names that inform
and describe, leaving nothing to the imagination.

They often fail to realize that the context surrounding the name
(the ad, the store sign, the product, the brochure copy, etc.) will
define what they do, so the name can be free to describe how
they do it. In other words, no customer will hear or see the name
in a mental vacuum..”

Philip Davis, Tungsten Branding
It’s what you do with it that counts
It’s what you do with it that counts
It’s what you do with it that counts
It’s what you do with it that counts
Thank you!
Contact




Bianca Cawthorne
Butterfly London
+44 (0) 7866 806 367 (UK)
bianca@butterflylondon.com

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The Power Of Brighter Naming

  • 1. The Power of Brighter Naming Shedding light on the naming process - February 2010
  • 2. How do you choose the right one?
  • 7. A name is for life.
  • 8. Names play a key role in how we identify each other and the things around us. They help us to select from a vast array of choices. They set up expectations of what a brand delivers. They stay the same when everything else changes. Names can be valuable assets.
  • 9. The good… 1930 1956
  • 15. Why do we like some names, and not others?
  • 16. People think the world is rational…
  • 17. …but actually, we are fuelled by emotions “Reason is not as ‘pure’ as most of us “Emotion, intuition, long-term memories think it is or wish it to be; emotion and and unconscious motivations make feelings aren’t intruders into the bastion up as much as 80 percent of our of reason. We feel before we think. decision-making processes. In fact we feel in order to think.” That leaves just 20 percent for logic to battle over.” Descartes' Error, Antonio Damasi Kevin Roberts, Saatchi & Saatchi
  • 19. A good name hits us in the part of the brains that controls memory and emotional reactions
  • 20. Properties *Subject : <Brand storytelling> *Name : <question> Paul Ekman - Primary Emotions Template Outer Directed Joy Surprise Anger Flight Fight (Backwards) (Forwards) Disgust Fear Sadness Inner Directed
  • 21. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness
  • 24. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness oooo wonder awe
  • 27. Emotions of Vowel Sounds Low-pitched ahhhhhh somberness gentleness oooo wonder awe High-pitched eeeeee excitement ayyyyy urgency
  • 30. “Good words are ones in which their sound and meaning are congruent”
  • 31. Phonetic Symbolism The mere sound of a word, apart from its definition, conveys meaning and evokes specific emotions
  • 32. 80% of people thought Mal was size of larger table Mal Mil
  • 33. Back v Front Vowels Big Small Heavy Light Soft Hard Slow Fast Round Angular Dull Bright Mal Mil
  • 34. ‘Big’ sounding name for global communications Big Heavy Soft Slow Round Dull Mal
  • 35. Is a small word good for Internet searching? Small Light Hard Fast Angular Bright Mil
  • 36. What’s the better name for an ice-cream? ? Frish Frosh
  • 37. What’s the better name for an ice-cream? Frosh Frish Big Small Heavy Light Soft Hard Slow Fast Round Angular Dull Bright Ice cream Smooth, Rich, Creamy
  • 38. Frosh
  • 40. Can your name be a disadvantage in an election?
  • 41. In 42 elections, the candidate with the highest ‘Comfort Index’ won vote in 35 of them 83%
  • 43. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions
  • 44. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions Higher recall of an advertised benefit (picture quality)
  • 45. Descriptive vs Evocative Names PicturePerfect televisions Emporium televisions Higher recall of an non-advertised benefit (sound quality)
  • 46. Implications… • Choosing a name that is concrete and evokes key product benefit facilitates the initial positioning • But, this can limit the brand’s longer-term development • Therefore non-suggestive might be better for new products if they might evolve over time
  • 47. Literal and descriptive - speaks to the products... books. Binds the company to books Compared to…
  • 49. Yellow Sky Blue Kermit Green Millennium Orange
  • 50. More positive emotional feelings towards a given product Kermit Green Millennium Orange
  • 51. A puzzle that needs to be solved… Ah-hah! Kermit Green
  • 53. Require some lateral thinking…intrigue A new dawn? Millennium Orange
  • 54. Require some lateral thinking…intrigue A new dawn? Party? Millennium Orange
  • 55. Require some lateral thinking…intrigue A new dawn? Ending? Party? Millennium Orange
  • 57. How to start the Naming Process?
  • 58. Our naming process Discovery Creation Optimisation Checking Selection Agree Nominate Build, Search Review name the naming naming refine and for topline recommendations challenge springboards shortlist trademark & lead names domain conflict Pick Fully immerse [Optional front-runners into research/ brainstorm(s)] Support with Check insights/ ʻNamemakerʼ linguistic Further search competitor Generate (if appropriate) acceptability trademark info long lists (and URL) [Optional registrations - Establish research] [using criteria and 3rd party] objectives for Fine-tuning new name or Develop name change branding
  • 59. The naming start point: the brief All important - but not long or over-detailed • 1. Decide on what’s needed on practical and tonal/emotional levels – Who is the target for the new brand? – What is its remit in terms of product, or service, or company offer? – How likely is it to spread internationally? – What makes it different and distinctive from its competitors? – Is it a stand-alone brand or will it work as a sub-brand or creative descriptor under, or endorsed by, a parent brand? – Does it need a .com or .co.uk etc domain name? • 2. And from an emotional point of view • Does the style of the new brand need to be quirky or serious, scientific or everyday, macho or more feminine etc • What words would you use to describe the personality of the desired brand e.g. Light- hearted, maverick, bold, clever, intuitive, fast-moving
  • 60. The pitfalls: linguistics • So what can go wrong? – Forgetting to screen for linguistics on a brand with plans to expand – Names that look or sound great in a national language may mean some unfortunate things in others!
  • 61. The pitfalls: domain names • So what can go wrong? – With no punctuation or spaces between words, domain names www.scatissue.com can open up a can of worms! www.childrenswear.co.uk www.choosespain.com Plumbers of Exmouth www.plumbersexmouth.com
  • 62. The pitfalls: legal registrability • Even the most exciting, impactful and appropriate name can fall at the hurdle of trademark registration • That’s why it is important to balance the creativity with the rational - continually filtering throughout the naming process to ensure that the chosen routes have a chance • Unfortunately the more global the brand, the more thorough and expensive the checking process is likely to be - and the longer it will take • NetTest - a name created in 1992 - for example took 12 years to complete registrations in 22 countries worldwide
  • 63. How do you know when you’ve got a good one?
  • 64. 3 - 5 times before a word is registered in your mind…
  • 65. …but too often will and it will lose its meaning
  • 66. Combination of thinking and feeling
  • 67. A good brand name should be… • Easy to pronounce • Transfer internationally • Memorable, Distinctive, Evocative • Legal and available And also… • Be in line with phonetic associations • Evoke positive associations – Unexpected descriptive – Ambiguous
  • 68. …but also “Imagination is more important than knowledge”
  • 69. You start with a blank canvas It’s up to you to create the associations
  • 70. “…the one common denominator that separates the mediocre from the memorable, is the degree to which the name engages the mind of the consumer. Most new business owners opt for company names that inform and describe, leaving nothing to the imagination. They often fail to realize that the context surrounding the name (the ad, the store sign, the product, the brochure copy, etc.) will define what they do, so the name can be free to describe how they do it. In other words, no customer will hear or see the name in a mental vacuum..” Philip Davis, Tungsten Branding
  • 71. It’s what you do with it that counts
  • 72. It’s what you do with it that counts
  • 73. It’s what you do with it that counts
  • 74. It’s what you do with it that counts
  • 76. Contact Bianca Cawthorne Butterfly London +44 (0) 7866 806 367 (UK) bianca@butterflylondon.com