One of the most painful things for a brand strategist is working with an acronym brand name. They are meaningless, boring and not memorable. Yet, many of my clients want to be like IBM or GE. Any time a client of mine has billions of dollars and a 50-year commitment; I say “Let’s go for it.” …
Criteria of a good brand name -1
My clients often ask me: "What makes a good brand name?" I judge the desirability of a brand name by three dimensions: memorability, strategic fit and legal protect-ability. Let's start by exploring the first criteria: memorability. Our brains constantly computes information. According to the information theory, the human body sends 11 million bits per second to …