A Five Star Naming Standard.... a Quick Test
By Naseem Javed Founder, ABC Namebank International | October 28, 2008
Corporations must know the hidden the powers of their names. Each business name has several components often invisible to marketing executives and these characteristics and split personalities determine the success or failure of a name. To measure the effectiveness of a name or to see how much extra luggage a name is burdened with, following are the guidelines for a general check up.
Today, good corporate identities skate at bullet speed on this flat new earth, a place without borders or passports, time zones or delays. Under the new rules the global name driven economy is humming along with help of the now-ubiquitous Internet.
The right name works likes a key, which can open the doors of this net kingdom. Indeed, for marketers, who must learn to play on this one flat earth, the competitive fog is so thick that without the right key the name identity simply doomed. The '60s were for burning flags and bras - now is the time to burn most of the old marketing and branding books. This name rating provides a wake-up call for corporations to reposition, recharge, and restart the main engines.
So are all the great names gone? Only a myth? For a time, North American corporations were convinced that star quality names were all taken and they had to accept whatever weird, silly names could be delivered by agencies, who, despite delivering award-winning logos and commercials, seriously failed in naming. A false myth was created to cover the lack of skills and naming was farmed out to skateboarding freelancers for "a-buck-a-name." Five hundred bucks got you 500 names. Where else would names like "Oinga or Boinga" come from? What ever happened to PurpleFrog or PinkRhino?
It is a false rumor that all good names have been taken. But one must understand what makes a good name today.
This is all about the structure of name and its impact and not about its type font or logo. Equally important is visibility in global e-commerce, a micro-multinational formation in a maze of countries and cultures. A star quality name not only has instant accessibility and quick search-ability on the 'Net, but must be distinct and memorable to an overly strained populace typing with tired fingers. The old-fashioned gigantic logos and splashing colors and stripes have nothing to do with this. No delays, no barriers, just access.
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