Naming Tips: The Double-Entendre

Names that have multiple meanings tend to grab the attention of a wider variety of prospects.  They provide more points of relevancy.  Take the name Fresh Energy, for example.  What 1st comes to mind:

• A health food restaurant?
• Organic fresh produce?
• An energy beverage?
• 24-hour fitness clubs?
• A non-profit that is championing the cause for renewable energy?

We suggested the name Fresh Energy to replace our client’s moniker at the time:  Minnesotans for an Energy Efficient Economy (ME3).  Not only was Fresh Energy shorter, snappier and more memorable, but it had multiple meanings that worked well for different types of prospects:

• For the general public: sounded healthy, natural, and better for them and their families
• For environmental groups, tied in with the green movement in a positive and upbeat way
• For legislatures, allowed them to talk about new, innovative developments in the field without using tired and hackneyed phrases like “renewable energy” and “low carbon footprint.”

So when developing that new corporate identity or product brand name, remember the value of the double-entendre.