–Susan Perera, Attorney

I find it very interesting how personal perception of a brand name can influence us and I sometimes wonder how much thought is given to brand names when they are chosen. Sure, large companies can, and often do, hire naming specialists who study and create names that will appeal to the masses,

—Mark Prus, Marketing Consultant at NameFlashSM

In my NameFlashSM name development business, I sometimes get asked by clients, “Should I change my brand name?” From a purely selfish standpoint my answer should be “YES!” because I get paid to generate names! But the reality is that there are times when you should not

–Susan Perera, Attorney

Every once in awhile I run across a product and find myself wondering… why did they name it this?  I recently ran across the Duck Tape brand shown below.  My first reaction was “duck” is a commonly misused term to identify what should be called “duct” tape, and this brand owner interestingly

—Mark Prus, Principal, NameFlashSM Name Development

There is a local furniture store in Pittsburgh called Colonial Modern Furniture. Its slogan is “It’s Colonial. It’s Modern. And everything in between.”

This demonstrates one of the biggest mistakes people make in picking a name—developing a name that tries to speak to everyone. I’m sorry, but apart

—Dave Taylor, Taylor Brand Group

In this age of fiercely defended intellectual property, it’s tough developing even a single new product name.  Registered trademarks guard their brand territory in every industry and fence out their competitors. Launching a new product name can take months or years of name generating, testing, and legal process.

Done well, a sound naming strategy can help establish your brand as the high ground in the marketplace battlefield, where it will be aspired to, imitated and competed against by lesser brands struggling to reach the top.

Done poorly, product names can have awkward connotations, comprehension issues, or nagging legal problems that will cause confusion among your prospects and customers, and pay for new furniture in your attorney’s beach house.

Yet amid the difficulty of getting even one product name right, Honda Motors has gracefully created a whole family of product brands that couldn’t have been better if not a single circle R stood in their way. Consider their two most popular models, the Civic and the Accord. Link them together with other successful models, the Prelude, or the Pilot. Ahhh, do you feel it? There is a reassuring promise of peace and harmony that comes from not just one of those names, but all four of them. The Insight, the Fit and even the quirky Element are equally well integrated into the Honda family of pleasant, calming automobile trademarks. Each name has meaning we instantly understand, but in addition they work seamlessly together as a family of brands.


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My last post explored the fine — but critically important — line, between suggestive and descriptive naming styles, here. As you will recall, marketers and naming gurus who select from the former category are rewarded with immediate rights; selecting from the latter category leaves one in limbo until acquired distinctiveness can be proven, if