Seth's Blog: The new rules of naming
Seth's Blog: The new rules of naming: "
A long time ago, the goal of a name was to capture the essence of your positioning. To deliver a USP, so you could establish supremacy in your space just with your name. International Business Machines and Shredded Wheat were good efforts at this approach.
It quickly became clear, though, that descriptive names were too generic, so the goal was to coin a defensible word that could acquire secondary meaning and that you could own for the ages. That's why 'Jet Blue' is a much better name than 'Southwest' and why 'Starbucks' is so much better than 'Dunkin Donuts'.
'Naming companies' flourished, charging clients hundreds of thousands of dollars to coin made up words like Altria."
A long time ago, the goal of a name was to capture the essence of your positioning. To deliver a USP, so you could establish supremacy in your space just with your name. International Business Machines and Shredded Wheat were good efforts at this approach.
It quickly became clear, though, that descriptive names were too generic, so the goal was to coin a defensible word that could acquire secondary meaning and that you could own for the ages. That's why 'Jet Blue' is a much better name than 'Southwest' and why 'Starbucks' is so much better than 'Dunkin Donuts'.
'Naming companies' flourished, charging clients hundreds of thousands of dollars to coin made up words like Altria."
posted by Daryl at 8:42 AM
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