1. Don’t be overly obvious. Sterling is a lovely word, especially in the United Kingdom where it defines the basic British monetary unit and has come to mean “of the highest quality.” But it is so obvious a choice that more than 700 U.K. companies have the word “Sterling” in their name.
Do you Yahoo? Did you Xerox the report? Did you FedEx it? Did you see the messenger Rollerblading? It’s the branding of language.
Brand names taste better. That’s the conclusion from a savvy study of peanut butter and consumer choice.
“Unbelievably bad taste.” “An alarming level of stupidity.” “How much encouragement does the pedophile community need?”
“Spend the time and effort to come up with a good name – it makes positioning easier.”
