Why do brand names fail? Part 3

This is the third and the last installment of our "Why do brand names fail?" series. The first part focused on the process-related mistakes. The second one looked at tactical errors. Our last installment has a combination of both. Let's roll. Names are very context-dependent. Therefore, you should carefully chose your style. A four-syllable Latin [...]

Criteria of a good brand name – 3

This is the last installment of the naming trilogy. Previously we discussed naming criteria such as meaning and strategic fit. Today, we will focus on legal availability. Unless you own and trademark your brand name, it is not yours. I advice my clients not to get caught too much on domain availability. There are creative ways to get [...]

Criteria of a good brand name -2

Previously we talked about memorability. Today, we will take a look at the second criteria if a good brand name: strategic fit. A strategically fit name should support the positioning of the brand. Whatever the brand promise is, the name should support and reinforce it.  There are many ways of generating a strategically supportive name. Here are three of the [...]