TRonMarketing

August 13, 2008

6 essential naming tips


BRANDS AND NAMING

Naming is an art that all of us have tried to figure out. It’s a brand strategist’s nightmare. When it comes to choosing a name  we all want to know what works best – should the name be literal, evocative, new, or a historical allusion?

As I said naming is art, craft and magic. To find that perfect name learn from the past and use these 6 classical essential naming styles that will help you find that perfect name. (They all have a cost so beware!!)

Enjoy them and you’ll be on your way to winning the naming game.

Good Luck..

THE CLASSICAL 6 NAMING METHODS

  • DESCRIPTIVE
    Descriptive names describe a brand’s offering. Salesforce.com is a good one. Its straightforward and self descriptive. My tip is use a descriptive name when developing a suite of offerings under one larger brand or company name.
  • SUGGESTIVE
    Suggestive names imply a market position (or positioning attribute) Yakking away on your cell phone and online is absolutely evocative of twittering. Twitter gets my vote. The benefit of “suggestive naming” is that it allows one to be more evocative or emotional opportunities.
  • METAPHORICAL
    Now this is an odd one- hopefully you don’t choose something to obscure. When you use a metaphorical name what is happening is the brand is being directly compared to seemingly unrelated subjects. Jaguar wins my vote. When using metaphorical names, it’s a great way to imbue a car brand in this case Jaguar, for example, with the attributes of a jaguar that is full of grace and sophistication.
  • NEOLOGICAL
    Kodak gets my vote. It’s a new word and .why not create a new word? (PS just have a big budget to explain what its attributes are) Ps: One way to make this a success is to add morphemes—the smallest unit of language that carries meaning into the name.
  • HISTORICAL
    Historical names work best when the brand has a heritage allusion or reference. If your brand has equity in its heritage, use it but do it carefully. Historical characters have skeletons in the closet. Consider the name of the founder, or the first product ever launched. This method often has great “legs” and allows for meaning to be unpacked for years. Voyageur gets my vote- I can see the canoes with strong reliable finding a safe passage.
  • ARBITRARY
    Apple is an example of and arbitrary  brand  with developed distinct characteristics. Arbitrary brands take time and cost a lot of money and these names have almost nothing to do with the brand’s position in the market, nevertheless, people will make meaning of it by connecting your name with what the brand does . Arbitrary names are among the most legally defensible.

Good luck with your naming.. email if you have trouble. TR

April 9, 2008

How to get a teens attention

Filed under: BRANDS,Marketing /Lifestyle — Tony @ 10:19 am
Tags: , ,

My neighbors spotted teenager asked me about cool adds and I pulled out the well known mustached milk adds. He is after all a key market segment. His comment “whatever” told it all.
Since that humiliating experience I have been on a mission to catch his attention. A few days ago I heard about the California Milk Campaign which tries irony. Think shades of Spinal Tap and a retro young ironic hip cool vibe? Who would have thought to put milk inside a guitar? In the hands of a musical phenom by the name of White Gold?
And you may ask what was the spotted ones response. Coool or something like that. Anyway it seems irony is the new cool. I am cool again. Respect.

April 8, 2008

There is gold in those System Stats

This morning I had a brain jolt when reading “Seth Godin’s Blog” where he argues that Firefox users are a group with distinct characteristics and tendencies. He calls Firefox users “a self-selected group of clickers and sneezers and power users.” He backs this characterization with some interesting observations and facts from their use of Squidoo. (one of his brilliant ideas). He writes:

“Example: 25% of the visitors we track at Squidoo use Firefox, which is not surprising. But 50% of the people who actually build pages on the site are Firefox users. Twice as many.”

“This is true of bloggers, of Twitter users, of Flickr users… everywhere you look, if someone is using Firefox, they’re way more likely to be using other power tools online. In order to use Firefox, you need to be confident enough to download and use a browser that wasn’t the default when you first turned on your computer. That’s an empowering thing to do. It isolates you as a different kind of web user.

I missed that one. I must be honest the last time I worried about system stats was in the snail pace days of dial-up. I am going to look at the system stats of all my clients. Way to go Seth and thanks for opening up a pot of data gold. I can see a new love for system stats in the land of marketing.

Do yourself a favor and layout a few dollars and buy Seth Godin’s latest book Meatball Sundae: Is Your Marketing out of Sync? Read it and go for the brain jolt- this book is packed with edgy insight. Not only do you see the lights but Seth revisits some of his most popular marketing advice.

Is Seth onto something? Share your thoughts on the characteristics of Firefox users.

March 19, 2008

Google ad words and ad effectivness.

I am a businessman and I pride myself that I can see a trick a mile off. I was a little humiliated today when I missed a classic marketing technique in a “You Tube Video”. I got mugged by the set up… which lured me into a simple team shot and there I got lost in the activity. Watch the plays carefully. How many times does the white team handle the ball.??

Nope the answer is not 13….now scroll down for the answer.

Go down

Did you see the the moon walking bear ??. Think off how many times you have been to movies or watched TV and missed the product placement. Next time you watch a show try and count how many product placement shots there are. Cars, food, booze they are all there. PS I dint think you will see any moon walking bears unless that a new trend being subliminally introduced.

December 21, 2007

GIVE ME BEAUTY GIVE ME AGE

Filed under: Marketing — Tony @ 12:13 am
Tags:

I teach a marketing class and last night I blew the neural pathways of most of my students by injecting the thought that beauty is there in age, lines in the face, worn skin, and white hair.

It was a hard sell so to add to their confusion I had brought along two swatches of area rugs. One machine made and a spectacular piece of elaborately patterned Italian design.It had a sheen and plushness and sculpting that Michelangelo could have taught

Then I pulled out a had knotted 400 kpi silk and wool rug. It wore its years very well considering its forty full traffic years.

What do you think they thought?

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