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?

1) Character:

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?

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There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.