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Added for You - Brand Naming - Art, Skill, and Luck!
Freight denotes goods that are to be transported from one place to another by a commercial carrier. Carriers that deliver these goods are usually called freight forwarders.These freight forwarders specialize in moving large quantities of goods over large distances, and may use their own fleet of vehicles or hire service providers of transportation.In today’s busy world we often take for granted the fact that goods can pretty much be shipped to and from any part of the world with great efficiency and speed. It wasn’t too long ago when transporting cargo to other countries would normally take a couple of months before they reached their destination.Today, when needed, large amounts of freight can be transported in as little as a few hours. That truly is a long ways off from the time our parents had to wait months and months for their deliveries.Modes of TransportationThe efficiency of today’s freight service
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go
You have a unique advantage, an edge no one else has. When you put that unique advantage to work for you -- when you take the time to develop it as you would strengthen a muscle -- you get something that reduces perceived risk and triples your chances for success.That something is called Informed Confidence.In fact, research in progress by the SBA Office of Advocacy (http://www.sba.gov/advo/) shows that confidence is the number one success factor when starting any new venture. But confidence alone is not enough. You need the kind of confidence you get only by doing the footwork.How do you turn your unique advantage into the edge called Informed Confidence? You do it by identifying your unique value and assessing opportunities that allow you to put that unique value to use in service to your ideal customers.Identifying Your Unique ValueYour unique value is a combination of your chosen principles
Do You Have A Name That Basically Sucks?
If so, shame on you. If you acquired it, I send my sympathy.
Should you change it? Yes. It will cost some bucks, but it's also a great opportunity to get a lot of great attention and renewed momentum. Weigh it out, look at the cost versus the benefit and remember that change can be scary, but a lame brand can be scarier!
Birthing A Brand Name
The task of developing that killer name has become quite complex. For years, business owners and management named their offspring, then creative service firms and ad agencies jumped in, often with a sprinkling of college talent, finally, the general public added their wisdom in naming contests. I'm sure all have produced their share of brilliant names as well as some very scary ones. Now this field of art, science, skill, and luck has gone professional. Naming brands is big business and can come with a big price tag. Hire a professional naming company and expect a bill of $10,000-$100,000 or more before the graphic execution or production.
So What Is A Great Name Worth?
The answer: a lot. If your brand is properly nourished, it grows and has a long shelf life or history-do the math.
Not All Great Brand Names Cost A Lot
Nike(tm) is one of the best examples. Nike is Greek for victory and is also the Greek goddess of victory. The name came in a dream to Jeff Johnson, Nike's first "real" employee, and replaced the original name of Blue Ribbon Sports. It beat out Phil Knight's own name change idea of "Dimension 6." However, the company did pay Carolyn Davidson, a graphic design student at Portland State University, $35 in 1971 to design the trademark "swoosh."
When faced with the challenge of naming, start with your ideas and those of your staff. No matter what, even if the names you come up with stink, it's a good creative exercise about defining your brand essence. If you have the budget, outside input and other naming solutions can also be a valid investment. Remember that the life and benefit of your brand name may last for years.
It will be plastered on lots of things including your market's mind. Whatever you spend, divide it by the projected years of use and value. This same formula applies for investments in corporate identities and tagline. They are as valuable as a great employee or, piece of manufacturing equipment.
Whether you decide to outsource or to create on your own name, I suggest walking through the following preliminary exercise.
Ask Yourself The Following:
Who will ultimately decide the name? One person or a team? Whoever that is should be involved in the criteria-building process. What kind of brand are you naming? Company, consumer product, business service, or event? What is the expected life of the brand name? Does the name fit into a larger family of names? Will it be used only in the U.S. or will it go global? Remember that today "global" can mean the Internet too. Who is your primary audience for the brand names? Are you creating a new category or joining an existing one? If joining a category, what are your competitors' names? What are the primary strategies for building your brand?
Once you've completed your basic criteria or framework, you can proceed with the grueling task of a name dump of endless possibilities.
Should A Name Be Literal And Descriptive Or Obscure And Emotional?
My tendency tilts toward obscure and certainly emotional, primarily because I'm a strong proponent of distinctive brands. However, I also believe each case is unique and sometimes brand names get passed down and changing them would take an act of Congress.
An Obscure Or Unfamiliar Word Can Be A Brand Home Run
Consider Apple(tm), Nike(tm), Google(tm), FUBU(tm), and Yahoo(tm). They all have visibility/frequency, brand-story telling communication, and brand performance. They are all hugely successful brands but, started as small companies.
Although not my favorite, literal and descriptive words can work in some brand naming situations. Generally, though proceed with caution because they can be more easily copied or imitated, leading to buyer confusion. Such confusion usually defeats the purpose of a sound brand.
If you have a big branding budget, you can salvage or sustain a boring, generic, or literal brand name with some other compelling messaging. Take, for example, Southwest Airlines. Their consistently creative and "on brand" advertising has transformed a somewhat nonexciting name into a great brand name. However, most companies don't have the luxury of Southwest's media budget or have not engaged a great ad agency like GSDM in Austin, Texas.
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown in the sea of sameness. Avoiding generics names is also critical in consumer-packaged products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference.
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are Hard To Spell Or Pronounce
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive list of possible contenders. Now what?
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go g
Whether it’s on the corporate level or in a small business, experts maintain that professionalism is eroding in the workplace with the problems seen as going far beyond unreturned phone calls or email messages.Dana Pigford, founder of Professionalism Matters, Inc., a professional development training and consulting service in Lithonia, GA, defines professionalism as “being responsible and accountable and treating people the way you would like to be treated.”Though technological advancements and innovations have increased business efficiencies, Pigford says they create much more distance between people. Years ago, co-workers would talk to their neighbor in the next cubicle.“Now we tend to go to Google or do a search,” she said. “Things like emailing and text messaging creates distance so you don’t tend to foster a lot of personal relationships.”Where business owners are coming up short has to do with the lack of
When faced with the challenge of naming, start with your ideas and those of your staff. No matter what, even if the names you come up with stink, it's a good creative exercise about defining your brand essence. If you have the budget, outside input and other naming solutions can also be a valid investment. Remember that the life and benefit of your brand name may last for years.
It will be plastered on lots of things including your market's mind. Whatever you spend, divide it by the projected years of use and value. This same formula applies for investments in corporate identities and tagline. They are as valuable as a great employee or, piece of manufacturing equipment.
Whether you decide to outsource or to create on your own name, I suggest walking through the following preliminary exercise.
Ask Yourself The Following:
Who will ultimately decide the name? One person or a team? Whoever that is should be involved in the criteria-building process. What kind of brand are you naming? Company, consumer product, business service, or event? What is the expected life of the brand name? Does the name fit into a larger family of names? Will it be used only in the U.S. or will it go global? Remember that today "global" can mean the Internet too. Who is your primary audience for the brand names? Are you creating a new category or joining an existing one? If joining a category, what are your competitors' names? What are the primary strategies for building your brand?
Once you've completed your basic criteria or framework, you can proceed with the grueling task of a name dump of endless possibilities.
Should A Name Be Literal And Descriptive Or Obscure And Emotional?
My tendency tilts toward obscure and certainly emotional, primarily because I'm a strong proponent of distinctive brands. However, I also believe each case is unique and sometimes brand names get passed down and changing them would take an act of Congress.
An Obscure Or Unfamiliar Word Can Be A Brand Home Run
Consider Apple(tm), Nike(tm), Google(tm), FUBU(tm), and Yahoo(tm). They all have visibility/frequency, brand-story telling communication, and brand performance. They are all hugely successful brands but, started as small companies.
Although not my favorite, literal and descriptive words can work in some brand naming situations. Generally, though proceed with caution because they can be more easily copied or imitated, leading to buyer confusion. Such confusion usually defeats the purpose of a sound brand.
If you have a big branding budget, you can salvage or sustain a boring, generic, or literal brand name with some other compelling messaging. Take, for example, Southwest Airlines. Their consistently creative and "on brand" advertising has transformed a somewhat nonexciting name into a great brand name. However, most companies don't have the luxury of Southwest's media budget or have not engaged a great ad agency like GSDM in Austin, Texas.
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown in the sea of sameness. Avoiding generics names is also critical in consumer-packaged products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference.
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are Hard To Spell Or Pronounce
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive list of possible contenders. Now what?
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go
Proxy servers are, such as browsers, a way of connection between an internet user and internet resources that he is accessing. These proxy servers gather and in the same time they save files that are often requested by a great part of the internet users in a special database called cache. That is why, using a proxy server might lead to the increase of your internet connection speed because it is possible that the information you are searching over the internet to be already a part of the cache of the proxy server. In some case proxy servers might deliver information immediately. The performance increase might be very high and more than that through proxy servers some restrictions for certain users might be imposed.Along with the public proxy servers there are some so called anonymous proxy servers that hide users IP address saving the users from vulnerabilities.The anonymous proxy servers hide users IP address and prevent unaut
Once you've completed your basic criteria or framework, you can proceed with the grueling task of a name dump of endless possibilities.
Should A Name Be Literal And Descriptive Or Obscure And Emotional?
My tendency tilts toward obscure and certainly emotional, primarily because I'm a strong proponent of distinctive brands. However, I also believe each case is unique and sometimes brand names get passed down and changing them would take an act of Congress.
An Obscure Or Unfamiliar Word Can Be A Brand Home Run
Consider Apple(tm), Nike(tm), Google(tm), FUBU(tm), and Yahoo(tm). They all have visibility/frequency, brand-story telling communication, and brand performance. They are all hugely successful brands but, started as small companies.
Although not my favorite, literal and descriptive words can work in some brand naming situations. Generally, though proceed with caution because they can be more easily copied or imitated, leading to buyer confusion. Such confusion usually defeats the purpose of a sound brand.
If you have a big branding budget, you can salvage or sustain a boring, generic, or literal brand name with some other compelling messaging. Take, for example, Southwest Airlines. Their consistently creative and "on brand" advertising has transformed a somewhat nonexciting name into a great brand name. However, most companies don't have the luxury of Southwest's media budget or have not engaged a great ad agency like GSDM in Austin, Texas.
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown in the sea of sameness. Avoiding generics names is also critical in consumer-packaged products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference.
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are Hard To Spell Or Pronounce
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive list of possible contenders. Now what?
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go
Regardless of all the statements and talk about what is the oldest profession in the world, drafting is the only profession that historically can be documented.Drafting can be defined as a descriptive way to deliver an idea through the use of illustrations and drawings that show in detail the process of turning the idea into reality. This process dates back to thousands of years ago when primitive drafters illustrated on the walls of caves the processes by which they lived, hunted, worshipped, and died.Since that time, this process has changed little except for the drafting supplies and tools used to draw, paint, and preserve the illustrations. The greatest changes are noted during the Egyptian and Chinese Empires and the development of rice paper and the methods of presenting ideas. This was the beginning of drafting as we know it today. Other than the drafting tools and equipment used to make drawings more accurate and legibl
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown in the sea of sameness. Avoiding generics names is also critical in consumer-packaged products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference.
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are Hard To Spell Or Pronounce
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive list of possible contenders. Now what?
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go
In an illiterate world, who will want to buy books, e-books, magazines and newspapers?Reading is indisputably in decline, which upsets or pleases people, depending upon one's viewpoint. In the USA, we’ve suffered a 10% decline in literacy from 1982 to 2002.The data are clear—-people are becoming less literate, preferring not to learn at all or to learn in other ways--hearing, visual, and touch.Brian Tracy reports that half of all high school graduates and one-quarter of all college graduates in the USA never read another book after graduation.Moreover, 70% of adults have not been in a bookstore in at least five years.“Text,” some sneer, is an “ancient learning technology” whose time is up. (It may be ancient, but it’s certainly not passe. The original word "text" means to "weave"--weaving newly-read information into your mental database of what you've read previously.)As an avid spee
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects, you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Important, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go get you a great one!
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