What The Holidays Teach Us About Branding

When it comes to creating and building a brand name, most companies feel compelled to file trademarks and establish "guidelines" to protect their image. Yet some of the most well known brands in the world today are holidays that are wide open to use and abuse in the public domain. Despite being public property they still retain a high degree of brand consistency. For example, which holiday comes to mind when envisioning the colors green and red? How about orange and black? Many consumers would instantly recognize these as the colors of Christmas and Halloween. Beyond color combinations we have images -- such as a bright green clover or a red colored heart. Again most consumers would accurately associate these with St. Patrick's Day and Valentine's Day. So without any trademark protection and no corporate marketing department to enforce brand standards, how is it that these events and holidays are so consistently represented?

The answer lies in our five senses. Unlike most company brand images, which exist statically as printed names and logos, the holidays are deeply anchored in our experiences, in the areas of sight, sound, smell, taste and touch. Christmas conjures the fresh scent of pine needles and the sound of cheerful carolers. Thanksgiving evokes the smell of pumpkin pie and the welcome taste of warm cider. In addition to the sensory stimulation, we associate emotions as well. Valentine's stirs feelings of love and romance while New Year's Day brings a sense of renewed hope and unity. And this holds true for countless holidays celebrated by various faiths and cultures worldwide. They are richly embedded in the fabric of our lives and are therefore woven deeply into our memories. It's no wonder then that the holidays are easy to recall, categorize and associate. Through shared sensory reinforcement the holidays develop their own internal brand consistency, without the need for outside management and intervention.

So in comparison, take a look at your present business, product or service. Can it be identified with just a color, a symbol, a feeling? How can you create more texture to your company and brand by enriching it with sight, sound and emotion? The computer chip manufacturer Intel has done a wonderful job of creating a musical signature for their product. The familiar four-note melody adds another layer of identity to the company's brand, making it easier to recall. UPS has wrapped itself in the color brown to add further recognition to their ad campaigns. Ask "What can Brown do for you?" and most consumers can identify the carrier without any assistance. Nexium has successfully marketed the "Purple Pill" in a way that allows the customer to communicate their interest to a physician without having to recall the prescription name. For Double Tree hotels, fresh baked cookies greet weary travelers each night. Perhaps the best example of holiday-type branding is the food products company Newman's Own, which was created for "Shameless exploitation in pursuit of the common good." To date, the company created by actor Paul Newman, has donated over $200 million to charities worldwide and gathered a loyal following. While other companies try to attract with a fancy label, Newman's resonates of selfless giving.

So if your company were a holiday, how would it be celebrated? What would it sound like, look like, taste like, and feel like? What would be the mood and how would it be remembered? Then look for ways to infuse that feeling throughout the organization. Find new and innovative ideas to help permeate your customer's experience. Connect with them using as many of the senses as possible and find that one common emotion you want them to feel when doing business with your firm. In the end you will create many more ways to remember your business. But more importantly you'll create new reasons to celebrate it.

Five Tips for Naming an Internet Business

Naming an Internet based business or start-up can be a daunting task. Do you follow the zany likes of Google and Yahoo, or do you go the more literal route of Hotels.com and Cars.com? Do you need to have the exact matching domain name as your brick-and-mortar business? And just how important is the .com vs. the .net? With so many choices to make and directions to go, let's start with the basics.

1. Decide if you are building a business or a brand.

I mention this since many online entrepreneurs are focused on short-term goals. They want to get their site up fast, get ranked high and start making money. This all sounds good but it leaves a business vulnerable in a number of ways. Short term thinking usually leads to literal names that will (supposedly) rank well with the search engines. In addition, literal/functional names are thought to better inform visitors about what products and services are provided.

While descriptive names do convey a sense of what you do, they fall short in creating an identity, a sense of how you do what you do. So you end up in a sea of sound-alike companies. LendingTree.com (a metaphor) is much more memorable than e-loan.com, loansfast.com or loan-place.com. Amazon.com (another metaphor) brings richer imagery to mind than BooksAMillion.com.

Unless you own a primary domain name with a lot of natural type-in traffic, descriptive names usually fall flat in the long run. You may make a decent living, but it would be difficult to grow a long lasting company called MensDressShoes.com. It would always sound generic and descriptive and would rely heavily on the ever-changing algorithms of the search engines. Most descriptive names rely on web surfers typing the search term into the web address box as a .com, hoping to find a relevant company. But what if this changes and consumers turn more and more to using search engines? What if the search engines change their valuation of having keywords in the domain name? You have then built a company that relies on the unpredictable nature of Internet search engines to make you profitable.

Having said all that, even if you wanted a generic short word, it's probably now beyond most businesses' price range. Diamonds.com recently sold for 7.5 million dollars. Best advice -- build a brand name and then point generic/descriptive names to the main website address.

2. Come up with a naming strategy.

Go to a directory such as Yahoo.com or dmoz.org and look up competitors in your field. Examine the most common naming methods they use (i.e. proper names, key attributes, metaphors, etc.). If you discover your industry heavily utilizes one form of naming, avoid it and use another. If half of the companies are using the evocative theme of discovery (i.e. Internet Explorer, Netscape, Safari, etc.), then try something different such as an analogy (i.e. Firefox). Map out a list of your competitors' names and see how your names compare against them. Consider such naming techniques as:

• Focusing on a key attribute (Priceline.com)

• Focusing on a key attribute (Priceline.com)

• Adding a suffix (Travelocity.com)

• Creating an invented name (Expedia.com)

• Utilizing an evocative word (Orbitz.com)

• Mixing words in new combinations (HotWire.com)


The more strategies you employ, the more naming options you will have at your disposal. Be careful of misspelled names since they will create one more obstacle when it comes to finding your domain name. Some companies can manage this because they have large budgets (i.e. Cingular.com); but as much as possible, focus on names that can be clearly stated, understood and spelled.


3. Search to see if the names on your list are available.

A great place to start is DomainTools.com. They will not only allow you to look up a domain name to see if it's available, but they also have a link for domain suggestions when the desired domain in not available. While these suggestions are not always the most creative, they may spark some additional ideas. Plus they show related names that are for sale or at auction on other sites. Another good site is BuyDomains.com. Unlike DomainTools.com, which simply lists whether domains are available or not, BuyDomains.com actually owns its own inventory of over 675,000 names. They will not be available for the $6.95 that GoDaddy.com would charge for an unregistered name, but they do have a good supply of names for between $2,000 to $4,000. Considering the importance of a good domain name, this is relatively inexpensive. In addition to BuyDomains.com, there are sites such as Afternic.com and Sedo.com that also offer a wide selection of domain names, many of which are searchable by category.

You can also broaden your opportunities by adding a good prefix or suffix. Avoid the trite "online" or "cyber" endings. In the case of my naming company, I added the intensifier "Pure to the light bulb filament "Tungsten" to form the domain name PureTungsten.com. Other prefixes and suffixes include "My," "Go," "Now," and "USA."

4. If you can't get the .com, then move on.

Starting a new business has enough challenges already. So why add to it by starting with the .net version of your name? I've had a number of naming clients come to me with this issue. What they thought would be no big deal turned out to be very painful. Consumers default to the .com address; and without it, you will be constantly reminding customers to use the .net or .info or .us extension. To further compound the issue, many important and sensitive emails will end up going to the .com address. Imagine if a competitive company then buys the .com? You would now have a sticky situation. Avoid it by getting the .com first and foremost.

This is also true of the infamous hyphen. Most people will type a name without the hyphen. So unless you want to constantly explain it, don't rely on customers to assume your name has a hyphen. If you have a number in your name, try to get both the spelled out number and the actual number. If you must chose one over the other, go with the spelled out name since names generally contain letters vs. numbers (i.e. CapitalOne.com).

5. Be sure to register all the possible typos and misspellings.

Think of all the possible ways your new name could be misspelled (hopefully none if you've done your work!). Then register these names. This will prevent domain squatters and link farms from selling your traffic to your competitors. Since consumers default to the .com name, it's more important that you get common misspellings than it is to get the .net.

As with any name, you would be wise to check the http://www.uspto.gov database to see if there are any companies in your goods and services category utilizing the same or similar name. If that looks clear, you will still need to file a trademark application, which you can do online, or hire a good trademark
attorney.

This completes your crash course on naming an Internet based business. If the task becomes overwhelming, you can hire a naming firm; but be prepared to pay $7,500 to $75,000 to get a good name, tag line, matching domain name and artwork. If you follow the above guidelines, you should be able to keep yourself from making any major missteps and be on your way to online success. And in both the short run and long run, that's the name of the game!

Coghead goes into public beta

Tungsten Branding client, Coghead.com, took a big step forward this past Wednesday when they launched the public beta of their application building program. Business 2.0 has identified them as one of eleven disruptors that could have a big impact on the way we work and interact on the internet. What's all the fuss? It's the promise of creating web based applications with click-and-drag ease. So anyone with a bit of computer savvy (i.e. the ability to do an Excel speadsheet) will be able to create applications without having to beg the IT department or wait for next year's budget to be approved. So far the buzz has been positive. A few are taking a wait-and-see attitude. For those wanting to try it out, just visit the application building site and sign up for the beta. You might just tell your grandchildren someday that you were one of the very first Cogheads!

Organic Naming -- Creating Company and Products Names with Roots

When Cingular decided to create a cellular phone for young children, they needed a name that would resonate with both them and their parents. The result was Firefly – a name that not only fits the product (it lights up when in use) but also one that has deep meaning. Many parents can fondly recall summer nights spent chasing the elusive lights as they danced across a fresh cut lawn or meadow.

When a technology company needed a name for their new PDA a few years ago, they could have used Pocket Link, (the code name for the device while it was in development.) Instead they went with a much more appetizing name… the Blackberry.

When United Parcel Service wanted to instill a deeper sense of their brand identity, they simply turned to their earthy corporate color… “What can Brown do for you?” Verizon named their newest phone Chocolate. And the world’s leading manufacturer of construction and mining equipment shares its name with a friendly, wiggly little worm… Caterpillar.

What do these highly memorable names have in common? They are all richly grounded in human experience. As such they are much more anchored in our brains. They trigger the areas of sight, sound, taste and touch. These types of names then provide a much bigger palette to paint a mental picture of our products and services. They allow us to borrow on the attributes inherit in the words themselves. That’s why Apple is much more approachable, consumable and human than Compaq. And that’s why we process Amazon on a whole different level than Books-A-Million.

So what keeps companies from using these great words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms such as “no one else in our industry is doing that!” and “no one will understand our product if we don’t explain it in the name.” On a more practical level the fear takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e. Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very attributes that a great name can instantly provide.

The fear also takes the form of limited thinking… that all the great names are taken and gone. But creativity knows no such limits. There are always new ways to create, invent and evoke. It may take time. It may take effort. But the rewards are worth it. In the end you will have a name and a brand that truly mean something. It will be a name rich in texture and ripe with meaning. Above all, it will be human.

Is this the best and only way to name a business or product? Of course not. But it’s one naming strategy that deserves more priority and consideration in the light of so many artificial names. Do your customers crave meaning and experience in their lives? Do they want to connect at a deeper level? Then meet that need by creating names, tag lines and experiences that are great – great because they are genuine, grounded and organic. That way you’ll not only grow, you’ll thrive and prosper.

Digging a Deeper Well... How to Tap the Power of Your Brand Image

Many business owners sincerely believe they understand their company brand. They can describe it, quantify it and explain its place in the market. They can recount corporate history and accomplishments and detail future plans and goals. These are all necessary items for communicating a company's brand message, but they are also the most superficial ones. These descriptive attributes tell us about what the business does, but not who the company is. The true power of a brand does not come from the what, where, when and how. It comes from the "who" and "why."

Think about it for a minute. Almost every organization can cite what they do, where their offices are located, when they started and how they do what they do. It's the same in science and many other fields. Experts explain how things work, but not why they work. The real effort, the real sweat and tears, comes from digging deeper beneath the surface and asking the tough questions . . . "Who are we as a company and why do we do what we do?"

This exercise requires some honesty, reflection and soul searching on the part of those in leadership. Perhaps that's why Henry Ford said, "Thinking is the hardest work there is, which is probably the reason why so few engage in it." This exercise may seem like splitting hairs, but the results can be profound. The early owners of the railroad industry deemed themselves invincible because they owned the railways. They could describe their business in very specific terms, including the miles of track, the number of boxcars, the annual revenues. But these wealthy business owners eventually faltered because they never realized who they were… providers of mobility. In this broader, more expansive view, they would have naturally evolved their business into cars and then planes. They would have known they provided freedom of movement to people and products, and in that role they would have constantly searched for more efficient ways to provide that service. Instead they said they owned railroads – a shallow well.

If you can discover who you are as a company, and why you do what you do, then you can transcend the ups and downs of the marketplace. You can survive a drought. You will remain relevant and avoid riding a trend into the ground. Apple has remained relevant precisely because it did not cling to its initial identity as a computer company. Apple saw that it could enhance people’s lifestyles digitally. That opened the door to music, movies, editing, podcasting and a slew of new opportunities. Compare that to Gateway Computers. What if Gateway had seen itself as truly a “gateway”? Then perhaps they would have made similar shifts in their business. Instead they are largely viewed as a computer company. And when you become tied to a product vs. a concept, you become a commodity. Can you say railroads?

Take a look at your company. Who are you? Why do you do what you do? What is your real benefit to your customer? It's not in the actual service or product you provide -- that is subject to constant change. The truth of who you are and why you do what you do is much deeper than that. When traced fully back, it will lead to an intangible concept that can transcend concrete products and services. Take out your mental shovel and spend a few days digging deeper. You may just discover a fresh new source of ideas, inspiration and revenue.

American Inventors Could Use Some Branding Help!

If you got a chance to see the first episode of American Inventor, you probably witness the importance of first impressions and the power of branding. It only took seconds for the panel of judges to start formulating opinions on the worth and merit of the inventions, often based on nothing more than the name of the idea and a quick introduction.

A good example was the child psychologist who created an invention she named a "Tizzy". These were inflatable devices kids could climb in and brounce around without hurting themselves or others. Right away the connotation was that it was some form of punishment. The female judge took special offense to the "Tizzy" and used words like "suffocating" when describing her opinion of the idea. She took the woman to task and question her credentials and how she could possibly create such a thing. You could see she had that impression set in her mind the very second the child psychologist introduced the idea..."Tizzy". A kid having a "tizzy" is a kid that needs to be disciplined or reprimanded. So she could only view the product in a punitive, restrictive sense. Needless to say, the the inventor lady was in tears from the misunderstanding. She loved kids and developed the whole idea to help provide children a way to express their energy safely.

Now what if we were to rewind the tape and instead she had introduced the product in a very upbeat way and called them "Romper Bots!! or "Play Pals" And then let's say she talked about how so many kids need a postive outlet for their abundant energy and this was a fantastic way to safely play and interact with other children. By seizing control of the thought process from the outset and leading the way, it would have been hard for the mind to form an impression in the very opposite direction -- to think of words like "suffocating" and "stifling". Perhaps safety questions would still have been asked such as "Do the kids have enough breathing space?" But the tone would have been completely different. It would have been open and inquiring vs. harsh and judgemental.

So it's not just about having a great idea. It's about packaging that idea in the right language to establish the right mindset. If not, a great invention can really bomb, just for lack of framing the idea properly. So when inventing a great product, it's just as important to invent a great name.

Cogheads Unite!

A recent Tungsten client just launched yesterday... Coghead. And it's got some heavy hitters behind it... venture capital, silicon valley pros, and some web 2.0 type applications. From my undestanding of the product, it will enable the average IT worker bee to do some nifty programming without a lot of programming knowledge/skills. And since it's web based, the designer of the program can get others to virtually collaborate. With this structure, programs can be designed quickly and intutively, and then simply launched without a lot of hand wringing.

The name Coghead provides a sense of the working man or woman as the "cog", mixed with the dedication and fanaticism of the word "Head" (i.e. Dead Head, Parrot Head, Ditto Head) Cogheads will be fanatical devotees precisely because the program will empower them to think, design and move quickly to market with new ideas. And because of its platform, other programs will easily match and integrate together if so desired.

The program should be out next month, but there's an email list to join for those wanting to beta test it. So become a Coghead early on so you can say you where there when it all began! Heck, Paul McNamara might even see his way to sending the first Cogheads a bumper sticker or mouse pad. You can check out more on him at Charter Street.

Enjoy and keep on Coggin'

What Every Customer Really Wants -- And How You Can Provide It

After 18 years in advertising, it finally hit me this week what every single client, customer, person and patron really wants -- and it's not what we're giving them. What we're giving customers are details, lots of details. They come in the form of product specifications, attributes, qualities, claims, guarantees, and service promises. These are all great but they don't scratch the real itch... they don't satisfy the real craving that nearly every person longs for throughout their day.

That constant craving is for meaning, the very human need for significance.

Think about it. When we are born, we are all basically blank slates -- empty notebooks upon which nothing yet is written. As we go through life we sense this blankness and we look to fill it in, write on it, doodle, draw, and color all over the pages. In doing so our little book of life begins to take on the qualities we want most... purpose, direction, meaning.

"The stongest connection you can make with your customer is not the tangibles you describe, but the intangibles you deliver."

How does this affect your company, products and branding? This insight provides an opportunity to connect with your customer on a much deeper level. If understood properly, you can help them create their story, strengthen their identity and add purpose to their lives. Busy commuters don't drink coffee at Starbucks because it's convenient, or cheap... they do so because of the affiliation it brings them, the sense of belonging, ritual, purpose... meaning.

So if that's the case, why do we so often describe and position our products and services in terms of their capabilities, functions and features? Does anyone really want to buy a 4,000 pound piece of metal with wheels? Or do they want the feeling of freedom that comes from driving a road hugging, top down convertible? The stongest connection you can make with your customer is not the tangibles you describe, but the intangibles you deliver. Build on that and you will build a loyal and profitable following.

Last month I shared how Rolex was not really in the watch business, but in the prestige business. A quality watch demands a fair price, but prestige demands even more. In this position, customers proudly state how much they paid, not how much they saved. Why? Because the product added to their sense of identity.

In thinking about your company's products and services, what purpose, what sense of meaning do you deliver that you are not currently sharing with your customers? Is there some way in which your enrich their lives, improve their experience, give them a greater sense of who they are? If you can connect to these emotional anchors, you will be building on bedrock. Your brand won't be subject to the commoditization and price shopping that so often occurs when companies fail to resonate on an emotional, meaningful level.

I share this with you because I believe that each of you is brilliant if you just allow that innate ability to shine. And when I say you are brilliant, it resonates within you because it's a truth, one that is stronger than adjective-filled copy. And the message is powerful because it's meaningful.

Six Essentials When Hiring A Branding Firm

A brand naming firm that's worth its salt will do more than deliver a creative business name. They will see the proverbial "big picture" and set you up with a future marketing platform that will provide ongoing marketing campaigns. The complete corporate identity package should include...

1. A Great Business Name

This is the building block. But it's not the only piece, just the cornerstone from which you will align the rest of your business. The name needs to be flexible without being vague. It needs to be intuitive without being generic or overly descriptive. Think of it as writing the one word novel. It must convey the essence of who you are and what you are about. What seems like an easy task is often quite difficult given the constraints of brevity. That's why naming firms exists. They do the mental "heavy lifting" while providing you objective feedback based on research and experience.

2. Tag Line Creation - A Supporting Actor in the Naming Play

The tag line, or positioning statement, is the supporting actor in the naming play. It further reinforces the name and fills in some of the details that are left out of the name. Hallmark Cards for years used the tag line "When you care enough to send the very best". This further positioned them as the high-end provider of greeting cards. Nike's "Just Do It" and Budweiser's "King of Beers" shows how powerful a good tag line can be... resonating at times louder than the brand name itself.

3. Corporate Identity/Logo Design

The brand name and look would not be complete without a matching logo. Again, witness the power of the Nike "swoosh" mark, now ranked as one of the most memorable icons in the world. And even young children will respond to the sight of McDonald's "golden arches" long before they can spell or even say the name. The goal of logo design should be simplicity. Just as in the name, it should use the minimal amount of graphics and colors to set it apart. Mobil is set in Helvetica type, the most common around, but the "o" is in red, while the rest of the letters are in blue - simple but memorable. In this case, less is more. A good branding firm will know that and not over design in a way that's hard to reproduce and expensive to print. Also remember future signage requirements, since many malls and strip centers have size restrictions. Usually a rectangular shaped logo is the most versatile.

4. Domain Name Acquisition

Since many Internet as well as brick & mortar stores rely heavily on the web for revenue, it is imperative that a naming firm locates the exact name or a close approximation for your business. Avoid trite treatments such as "my" or "e" or "i" in front of your name as they have an amateurish sense to them. The more simple and powerful the name, the greater credibility you will generate. Many companies make the mistake of going cheap here. Rather than pay a name squatter a few hundred to a few thousand dollars, they will opt for eMyBusiness.com or MyBusinessNow.com vs. having their actual name. What would you think of Sears if they had the domain name TrySearsNow.com?

5. Trademark Business Name Search

With over 20 million domain names in use, it's prudent to have a trademark search done on any name in which you are going to invest time and money. A preliminary search can be made at http://www.uspto.gov, but the final search and filing is best left to a trademark specialist or attorney. A good corporate naming consultant will have access to trademark attorneys that will assist you in the preparation and filing of a trademark. The law reads that the first to use a trademark has the right over the first to file. So a trademark is not a guarantee, but it does let future entrepreneurs know that your name is already in use and will keep you from having to enforce your rights.

Another common misperception is that only one company can use a name. Actually there are over 40 Goods & Service categories listed with the USPTO and as long as you clear the name in your category, someone else can have the same name in another category. For instance, a farmer with the name Smith's Apples, would not have to be worried about Apple Computer suing them for trademark infringement. Apple could do it, but they most likely would lose. Names cannot be "confusingly similar" in the same categories. What passes and what doesn't sometimes comes down to the person examining the application at the USPTO. So if someone guarantees a name will clear, exercise caution. This is all the more reason to use a professional who can provide counsel on these gray areas.

6. Elevator Speech for Branding Corporate Identity

Can you explain in ten to fifteen seconds, what your company does? Many firms are so fragmented and going in so many directions, they defy definition. That makes it difficult to communicate the company's message both externally and internally. Having a solid name, matching tag line, cohesive look, matching domain name and a well crafted "elevator speech" can send you well on your way to achieving your business goals. A good branding & naming firm will provide you with all of the above so you can get back to the business of running your business with less time, money and energy expended in explaining just who and what you are.

So if you are looking to hire a naming firm, remember to tell them you want more than a name, you want a marketing platform... and then give them these six steps!

Branding Basics: "Own" a name and become a "Monster"

Is it possible to actually "own" a word in everyone's mind? The short answer is "Yes!". (Or perhaps Yahoo!) You can own just about any word in any language, or even create new ones, if you undstand the dynamics behind branding. Take for example Amazon, Monster and Virgin. None of these names have any direct correlation to the companies they represent, but they have become so well known, that in some cases, they have surpassed the original meaning of the word. Google has become so ubiquitous that it's often used as a verb, as in "I googled to find the best deal on a watch."

So what does it take to "own" a word? It comes down to four key criteria, at least one of which must be met, in order to pull off this feat. (And by "owning" I mean that consumers think of your company or product as much as, or more than, the original meaning of the word itself).

Rule 1: First in wins.

If you are the first in a category (or the perceived first in the category), you get to name the category. If you invent it, create it, revise it, or re-position it -- you get to name it. And so you have Apple and Blackberry, as well Frisbee, Rollerblades and Slinky. You also have completely invented names such as Xerox and Kodak. When companies or products are new to market, they beg for mental "handles" to describe them. So the first company or product in a new category, if they are aware of this fact, can create a new name or invent a new noun, that can become the recognized name for the entire category.

When people ask for a "Coke", it often means whatever carbonated beverage is on hand. Same for a "Kleenex" or making a "Xerox". So first in gets the right to name itself. That's what happened when we named PODS. There was an opportunity to create a new "handle" for a new product. One competitor went with the name "Door-to-Door Storage", which does not work well as a noun. It's much easier to say "I'd like a POD" than it is to say "I'd like a Door-to-Door Storage unit".

If you are first in your category you have a tremendous opportunity. Before grabbing any name, see if it works as a noun and a verb. People "google" but they don't "overture". It's a subtle,but important, distinction. Some companies blow this tremendous opportunity to define a new category by creating forgettable names. The prototype name for the Blackberry was the descriptive and uninspired "pocketLink". Would you rather use a Blackberry or type on your pocketlink? As far as branding, they made the right choice.

Rule 2: Viruses spread.

If your idea is innovative, imaginative, or free, consumers will memorize your name no matter what you call it. The free music download sites are a good example. Napster, Limewire and Kazaa are not necessarily the best names ever created. But because they offered something for nothing, customers quickly sought out and learned these names. In any other situation, Kazaa, with two "a"s, would be a nightmare for an internet based company needng a good type-in name. But with the lure of free music, customers willing shouldered the burden of learning the quirky spelling and finding the site.

Another viral idea was the creation of WheresGeorge.com which tracks the former locations of a dollar bill by its serial number. The novel idea has people logging on by the tens of thousands to check where their money has traveled. The service is free and the site generates advertising income from the immense traffic.

These free (or ingenious) products and services generate attention because of their inherent benefits or novelty. So they succeed despite their naming not because of it. If you have a product that's revolutionary, viral or free, you may name it anything you want. Otherwise it's best to stick to good naming practices.

Rule :3 Size matters.

When 7-Eleven introduced the Slurpee, it could be argued that it didn't fit their naming architecture at all. It had no tie-in to the company name (such as McDonald's Big Mac). But when a company has thousands of stores that can instantly expose a new name to millions of customers, it's enough to permanently tatoo any name on the cerebral cortex. So just because a huge company does something, it doesn't mean a start up can imitate the strategy. When starting out small, it's best to have a "naming architecture" that supports your primary brand or company name. Pointing everything towards one name will help you "own" a word faster than diversifying names across the board. Apple is beginning to acheive this in their product line with the letter "i", as in iPod, iTunes, iMac, iLife, etc.

Rule 4: Money. Money. Money.

Big budgets can imprint names. When GTE came out as Verizon, they put a .wav file on their site so people could hear how the name was supposed to be pronounced. (Was the emphasis on the first syllable like "Verify"? Or was it on the second syllable like "Horizon"?) If you had never heard the name before, would you be able to pronounce Cialis correctly? Or Wachovia? The point is that big money can make even awkward names seem like household words. So again, before emulating big companies, realize they have a big enough marketing hammer to drive lots of square pegs through round holes.

A good example of a company combining rules three and four is UPS. By using their their size and marketing might, they were arguably successful in owning the word "brown". Nexium has come close with their marketing of "the purple pill".

So can you "own" a word? That would be a qualified "yes"... if you are first in category, infectious (in a good way), a huge company with a big footprint or a profitable company with a lot of cash. Smaller companies and start ups are better off using strategies one and two. Otherwise, it's best to stay with proven naming methods that offer a hint into what you do. From our portfolio, these would be names like...


• Park Place (a garage renovation company)
• SeaOfDiamonds.com (an internet based jeweler)
• Spruce (facilities management company)
• SupplyAmerica (tool sales and rental company)
• TeamLogic (an IT franchise for small businesses)

These types of names offer positive connotations while providing a sense of the industry to which they belong.

No matter if you are a small business, a hot new start up or a Fortune 500 company, there's a naming startegy that's right for you. You may not need to "own" a word, you may just need to communicate your message creatively and effectively. But if you're first in your category, have a brilliant idea, have a big presence or deep pockets... then go for it! By owning a word, you can can grow into a "monster"!

Discover Your "Pivot Point" and Power Future Growth

Why is it that Coke can market all kinds of mutated varieties such as Diet Coke, Cherry Coke, Diet Vanilla Cherry Coke, etc., and consumers literally drink it up? But when Mercedes came out with a low end version of their car, the "real" Mercedes owners were horrified? To discover the answer requires identifying a company's "pivot point." The pivot point of your brand is that inherent promise you have made, (wittingly or unwittingly), with your customers. And while you can move your brand in any number of directions, that one pivot piont, that key element of trust, must remain steadfastly in place. Want proof? Ask yourself, hypothetically, which of the following would be more accepted in the marketplace...

• Rolex announcing that it was coming out with a very high end clothing line?

• Rolex announcing that is was going to sell a $10 version of its watches at Wal- Mart?

Rationally it would make more sense that Rolex would extend itself further in the watch category. But Rolex really isn't in the watch business, it's in the prestige business. That's the pivot point, or position, it owns in the customer's mind. To create a cheap, widely available watch would seem more like a betrayal than a brand extension. It's obvious once you really think about it, but how many times do companies believe they are in the business of the product they make?

Since I've positioned Tungsten Marketing as a source for brilliant branding, it would be more acceptable if I next offered brilliant public relations vs. a bottom-of-the- pile discount naming warehouse. If I were to do that, I would need to create a whole new brand or identity so as not to cloud my current positioning... one of providing clarity and brilliance.

A client of mine was at a loss on how to grow his tuxedo business. It was post 9-11 and the mood was anything but festive. When I asked him what business he was in, he was flabbergasted, "Tuxedos of course!". In fact he was the second generation of tuxedo sellers. But then I prodded him again. "Do men really want to wear heavy, tight-fitting, expensive tuxedos?" He thought for a moment and finally replied no. As he sat confused, I asked him again, "What business are you really in... what do that makes customers love you?" His eyes widened and he replied "We make men look good!"

He had discovered his "pivot point".

Making men look good brought with it all kinds of new possibilities. He could gather his customer's email addresses while they shopped for tuxedos, and then send them thoughtful reminders before loved ones birthdays and anniversaries, with recommendations on the perfect jewelry, flowers or chocolates. He could make a commission on these products all while making his male customers "look good". He could extend his product line to include business suits, since he would no longer be just a "tuxedo" shop, but a place where men could come to look good in the eyes of others. See how important that subtle distinction can be? Instead of being stuck in a dead end industry, the world was suddenly full of possibilities. That's powerful stuff.

So in looking at your business, what is your pivot point? What is it about your business that makes your core customers love it, use it, and spread the word about it? It's probably not the goods themselves but the way in which you deliver them. And that's what customers are truly buying. That's your pivot point. Find it and you can move your business in entirely new, and profitable, directions!

Need a Company Name? Get a Little Help from Your Friends!

Ok... I have to admit. I get several requests each month from folks who just can't afford a naming/branding service. And a lot of these are good, hardworking people with great ideas and very little cash. So what if we all chip in and make suggestions. Add a request in the comment box and let's have everyone take a crack at it. No guarantees, no trademark searches, domain name searches... just raw ideas. The "namee" will have to do their own due diligence. But this can be fun. So if you're looking for a name, just post here and let's see what we can drum up. If you ever hit it big with one of these names, donate a portion of your proceeds to ending world hunger or cell phone use while driving.

Like Nike says... "Just Do It!"

PD