Naming That THING... Again?
By Naseem Javed Founder, ABC Namebank International | May 04, 2010
Naming that new THING is the most critical and extremely controversial part of the innovation cycle.
Every participant passionately displays sets of arguments and opinions, molding and changing each time in every other round, while that new object of attention behaves almost like an alien, projecting strange vibes, lights, and humming sounds. This isn't a sci-fi project, ask any technology company or a bank creating a new credit card, they each have similar out-of-body, extra-terrestrial types of experiences. This is normal when logic leaves the body and the brain drifts in creative space. There's nothing to fear, these attacks of mild lunacy is what ad agencies are made of. Wow, this means there is now an open season for hunting down a new name.
Without a name, there is no calling-device. No customer will ever refer to it or even talk about it. Basically, no name, no story. No story no ad-campaign. No ad-marketing no business. Get it? It seems what to call that thing is the most critical issue behind this total incubation strategy, startling romance with the initial idea leading all the way to final delivery. So push. The reason why corporations want to do this internally is no different than having mother-in-laws team up with distant relatives to name a set of twins. But wait, this time, let's just go and get them some external naming. Here, we will send in the clowns. Big and small teams are hired to pool names. Thousand of choices later, that thing become the thing. Now we're getting somewhere.
No matter what the complexity of the innovation or what the size of corporation, this naming issue always has four critical sides. Only questions?
What is this new thing? How and why does it work and why will it change or overcome a hurdle? What are its characteristics and possible personalities?