Many companies use acronyms or initials in their names, but how well are they doing it? Learn the three tactics to make acronym brand names work.
Cuba is a fascinating country. With its weather, culture and history it might be “the” country to visit. Also, Cuba is special because of its politics: unlike China, Cuba is a communist country that does not embrace capitalism. In that sense, being in Cuba is a unique and a priceless experience that you can’t have [...]
When you create a new company or product: A branding expert can offer you many services including: conducting research, clarifying strategy, naming, tagline development, designing identity, business card and website design and creating customer touchpoints. When you decide to change the name of your brand: Some names don’t age well. Some names don’t have passports. [...]
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 [...]
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 [...]
"What makes a great brand name?" We can use 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 brain is a marvel of evolution, an organism that continually computes information. According to the information theory, the human body sends 11 million [...]
Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why? Finding a strategically good name [...]