What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
2. What kind of name will work hardest for you? Should the name literally
describe the offering, or should it suggest a benefit? Is it better to imply an
idea, or to invoke a brand’s history? Getting the answer to these questions
will help you choose the right name. But before you can do that, you have to
know your options.
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3. The 6 naming styles add context so you can see the full landscape of choices.
You can use this tool throughout the naming process: analyze the competition,
organize your list, or develop more names in a style you hadn’t considered.
Below are the six styles—learn them and you’ll be on your way to winning the
naming game.
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4. DESCRIPTIVE:
These names literally describe a brand’s offering. Consider a descriptive name
when developing a suite of offerings under one larger brand or company name.
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5. Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
STAGE-GATE INNOVATION
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6. SUGGESTIVE:
A name is suggestive if it implies a market position (or positioning attribute).
This direction allows for more evocative or emotional opportunities.
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7. 2 Suggestive
Google Maps
Wag Hotels
Schwab Advisor Network
Twitter
BMW 328i
jetBlue
salesforce.com
Rockhopper
Netflix
Facebook
STAGE-GATE INNOVATION
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8. METAPHORICAL:
A metaphor is language that directly compares seemingly unrelated subjects.
In naming, it’s a great way to imbue a car brand, for example, with the
attributes of an animal.
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9. 2 Suggestive
3 Metaphorical
Google Maps
Wag Hotels
Jaguar
Schwab Advisor Network
Twitter
Brocade
BMW 328i
jetBlue
Target
salesforce.com
Rockhopper
Senset
Netflix
Facebook
Shell
STAGE-GATE INNOVATION
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10. NEOLOGICAL:
Why not create a new word? Another approach is putting together morphemes
— the smallest unit of language that carries meaning.
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11. 2 Suggestive
3 Metaphorical
Google Maps
Wag Hotels
Jaguar
Schwab Advisor Network
Twitter
Brocade
BMW 328i
jetBlue
Target
salesforce.com
Rockhopper
Senset
Netflix
Facebook
Shell
STAGE-GATE INNOVATION
4 Neological
Kodak
Accenture
Wii
Humira
Prius
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12. HISTORICAL:
If a brand has equity in its heritage, use it. 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.
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13. 2 Suggestive
3 Metaphorical
Google Maps
Wag Hotels
Jaguar
Schwab Advisor Network
Twitter
Brocade
BMW 328i
jetBlue
Target
salesforce.com
Rockhopper
Senset
Netflix
Facebook
Shell
STAGE-GATE INNOVATION
4 Neological
5 Historical
Kodak
Smuckers
Accenture
Zeiss Optical
Wii
Tesla Motors
Humira
John Hancock
Prius
Mini Cooper
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14. ARBITRARY:
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 you do. Arbitrary names are among the most legally defensible.
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15. The 6 naming styles
2 Suggestive
3 Metaphorical
Google Maps
Wag Hotels
Jaguar
Schwab Advisor Network
Twitter
Brocade
BMW 328i
jetBlue
Target
salesforce.com
Rockhopper
Senset
Netflix
Facebook
Shell
STAGE-GATE INNOVATION
4 Neological
5 Historical
6 Arbitrary
Kodak
Smuckers
Apple
Accenture
Zeiss Optical
Viking
Wii
Tesla Motors
Lotus
Humira
John Hancock
Virgin
Prius
Mini Cooper
Fandango
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16. Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
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