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Naming - Page 3 of 17 - Branding Strategy Insider

Naming and verbal identity is an essential foundation of successful strategic brand development. Explore the best practices in naming on Branding Strategy Insider.
Irreverent Brand Naming

Irreverent Brand Naming

August 17, 20123 min

Big Ass Fans is a new national advertiser. They sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet. The company started life as the High Volume Low Speed Fan Company, before adopting an irreverent new moniker. (The company claims it changed names after repeatedly hearing customers say, “Man, that’s a big-ass fan.”)

Brand Naming: Rhyme To Train The Brain

“Hickory, dickory, dock, the mouse ran up the clock.” That might have been the first nursery rhyme you learned. There are powerful reasons why rhymes permeate early learning – and later in life, too, when the rhymes in popular songs are baked into our brains. Rhymes are pleasing, soothing, entertaining.

4 Do’s And 1 Don’t For Smarter Brand Naming

1. Do go for quantity. Nine of any ten names generated (by any method or means) fail to get through an availability screening. And this is not a new problem. When the Coca-Cola Company introduced its first diet drink way back in 1963, an IBM Model 1401 computer was programmed to disgorge every four-letter combination containing a vowel. Out came 250,000 combinations. Then 600 names were examined as possibilities. But only 24, a mere four...

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