What Must Your New Name Do?

Published July 20, 2014
Categories: Basic Naming Questions | Bombshell | Brand Naming | Company Names | Controversial Names | Naming Strategy | Naming Tips | Product Names


A simple enough question that we’ve asked for over 20 years.

The answers range from the deceptively simple: “Sell itself” to the overly ambitious: “Telegraph our brand positioning, differentiate from the competition, improve customer loyalty, catch the attention of prospects and grow our revenues while increasing our market share.”

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But what if we change the question to perhaps better fit your situation: What Must Your New Name Do … Even if You Don’t Have a Budget?

Well, it may be that you just need your new name to get prospects to take the next step … whether that is downloading your app, trying your product or asking a sales rep for more information. That is, once prospects have taken the initiative you are confident that your app / product / sales rep will do the rest. And, at that point, you may feel the name really doesn’t matter.

But we believe your new name should do something more … that is, it should act like peanut butter … sticking to the roof of your prospect’s brain. It should stay with them and engage their senses, emotions and curiosity. It should make them want more or to tell their friends about how your new offering is so cool. Your new name might inspire, elicit a chuckle or evoke a strong positive memory.

Great names aren’t forgettable.

Great names generate conversations and increase awareness, trial and ultimately preference. A-great-name-sticks-to-your-brain-300x158

We love to create names that have the inherent potential to become great. That are naturally more interesting, memorable and attention-grabbing than others. We know any name can only go so far by itself but we want to make sure your new name gives you as much of a running start as possible … while sticking to the roof of your brain.




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THORN Americas

I received your presentation booklet for our new car concept—I looked through it and want to compliment you on an outstanding job. The names you have developed will be terrific starting points for us as we move our project forward. We will not hesitate to use your firm again. Mike Suchstand – Vice President, Strategic … read more


Major Global Tire Company

I want to thank you very much for your team’s effort on this project. You all worked very quickly and gave us excellent direction. I am sure many hours were spent in developing the many name lists you presented us. Your added value enabled us to move forward with a name consumers preferred over the … read more


Merck

We have filed six trademarks to date which were created by The NameStormers. As is, six global trademarks in one year is unprecedented for any agency we have contacted. On several projects, you triumphed where other agencies had failed us. The process is simple, fast and yields wonderful results. Tracey K. Higgins – Director, Trademark … read more


Intuitive Edge

I wanted to thank you and the NameStorming team for your great effort in helping me find a name for the company and our first product…starting a new business is quite a sizeable undertaking so knowing a competent team was tending to the name issues was a relief. We love the (company) name. We are … read more


Dow Chemical

The naming industry landscape is littered with agencies that make the process seem onerous and intimidating. They tout their unique proprietary processes, advanced research and ideation tools, etc. And then they tell you it’s going to take months and months. Ugh. With Mike and NameStormers, you get a team focused on results. Their approach is … read more


Design North

I have hired Mike to do naming projects for several of our clients. Naming can be a difficult area for many companies and Mike does a great job walking people through the process and making them feel comfortable. One of his strengths is his ability to ask the right questions to really understand the problem … read more


Centex Home Equity

Mike, Thanks for the quick turn around time. I appreciate all you have done to help us with name, logo and tagline. Some great work! Rob Greenbaum – Senior Vice President – Marketing – Nationstar, formerly Centex Home Equity


Puget Sound

Thank you for your excellent work, great customer service, and fast turnaround. I’d be happy to provide references for you. We decided on Alliant as a good tie to the corporate name: Virginia Mason-Group Health Alliance, Inc. And we’ve got two Alliant Health Plans, Plus which is a point of service plan, and Select for … read more


Stone Trust

We have rarely encountered the level of service and professionalism we received with you. You made us feel that we were important, and you did everything you said you would do when you said you would do it. And frankly, after such a positive experience with you, I can’t help but notice how the service … read more


ETS

Thanks so much for all your expert advice and professional project management throughout this endeavor. This has been one of the most satisfying engagements with a vendor that I have experienced over the years, which speaks to the high quality and thoughtful output of your efforts. I especially appreciated your flexibility and patience as the … read more


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