Brands 201: What is in a name?

Name recognition may help define the success of a brand, but it certainly requires more than just the name. Think for a moment about the top ten brands that quickly come to mind. What do they have in common? Are their names short, concise and easy to say? What scope of appeal do they have? What, if any, emotions do they evoke? How do they differ? How does your brand compare?

While a brand’s name may be important, it’s not all about the name. There are many different types and styles for brand names, varying from acronyms, founder’s names, descriptors,etc. A rulebook for how to best determine a name for brand does not exist. In fact, a brand can be built up from nothing to something when coupled with right marketing, advertising, public relations and outreach. The name, in many cases, is just the starting point.

So what is in a name? Here are traits and examples to consider:

Creativity. A brand’s name does not always have to utilize a traditional meaning or be a real word. Take for example the story behind Kodak and the creation of its name. When making a decision about how to name his company, George Eastman made up the name – Kodak. His rational being that the letter “K” had always been one of his favorite letters, because as he said “it seems a strong, incisive sort of letter.” Who would have guessed that this name would later be so widely used and recognized? Sometimes all it takes to begin building a brand is a little imagination.

Relevance. While you cannot predict the future when naming your brand, being aware of the reactions and hidden meanings that may influence your consumers is key. What brand of cookie would you prefer to eat – Hydrox or Oreo? It is hard to believe that Oreos are the generic brand, created a couple years after the Hydrox cookie. Many have noted the name Hydrox sounded more like a cleaning agent than something edible. If naming a cookie based off the periodic table elements hydrogen and oxygen may have seemed like a good idea at the time, but it definitely did not prove to be a sweet deal for Hydrox. These cookies are no longer being made.

Recognition. Some brands are so well known in the market that their name alone defines the market segment. These brands are known as proprietary eponyms / genericized trademark and typically dominate the market. These brand names are their own vehicles for word-of-mouth marketing. Such brands include, but are not limited to: Band-aid, Kleenex, Scotch tape, Xerox and Post-It.

What brand names would you consider successful? What brands have failed to launch because of their name? Let’s discuss.

Brands 101: From Recognition to Relevance

Brands 101: From Recognition to Relevance

What makes a brand relevant? Let’s agree that relevance applies equally to a specific thing, service or information. A basic definition describes relevance as how “pertinent, connected, or applicable something is, if it serves as a means to a given purpose.” (Wikipedia)

Everyone talks about the “new” rules of marketing, branding and PR, but not everyone understands what exactly has shifted and changed from those tried-and-true practices http://bit.ly/1FbWC7. Companies are seeking ways to connect with their audience that converts customers from being brand loyalists—based on recognition and awareness—to brand evangelists, who are really committed to a given product or service.

Some marketing professionals talk about moving beyond establishing a brand or service mark to creating “lovemarks” http://www.lovemarks.com. Do people love your brand? Will they stay faithful to it in spite of price increases, negative publicity, competing brands or other adverse effects?

The media has cast the harsh light of criticism and publicity onto the failings of such trusted and revered brands as Toyota http://bit.ly/9HEPZg and Nike http://bit.ly/bgjkZD. Both have suffered from a loss of status and a fall from grace; their positions in the marketplace have been dealt a blow due to mechanical problems or relationship breakdowns. Can we still embrace the auto manufacturer whose mantra of quality over many years has been exposed as overlooking manufacturing processes in favor of bottom-line performance? Can we feel the same way about our Nikes knowing that its primary spokesperson—who embodied the “Just Do It” approach—just did it too often?

Consumers crave a connection with a brand that transcends utility. We seek the personification of our own values among the plethora of brands that flood store shelves and vie for our attention. How do you create a brand that is so memorable, so entrenched in the public consciousness, so well-loved and embraced that it becomes the first and only choice among a crowded field of contenders?

The challenge facing brands today is to rediscover their relevance through insight, innovation, investment, and other revealing techniques. Companies are expected to make something that matters and treat customers with respect. In a values-driven environment, a company’s or product’s personal brand story needs to gain relevance, thereby finding its place in the hearts and minds of its audience. Marketing practices, therefore, must focus more on rewarding consumers first and giving them an opportunity to make an impact on the product’s design, application and usage. It’s a conversation in which marketers must find ways to engage their audiences to participate if they are to remain relevant.