| Is it possible to actually "own" a word in | | | | their money has traveled. The service is free and |
| everyone's mind? The short answer is "Yes!". (Or | | | | the site generates advertising income from the |
| perhaps Yahoo!) You can own just about any | | | | immense traffic. |
| word in any language, or even create new ones, | | | | These free (or ingenious) products and services |
| if you understand the dynamics behind branding. | | | | generate attention because of their inherent |
| Take for example Amazon, Monster and Virgin. | | | | benefits or novelty. So they succeed despite their |
| None of these names have any direct correlation | | | | naming not because of it. If you have a product |
| to the companies they represent, but they have | | | | that's revolutionary, viral or free, you may name |
| become so well known, that in some cases, they | | | | it anything you want. Otherwise it's best to stick |
| have surpassed the original meaning of the word. | | | | to good naming practices. |
| Google has become so ubiquitous that it's often | | | | Rule 3: Size matters. |
| used as a verb, as in "I Googled to find the best | | | | When 7-Eleven introduced the Slurpee, it could be |
| deal on a watch." | | | | argued that it didn't fit their naming architecture at |
| So what does it take to "own" a word? It comes | | | | all. It had no tie-in to the company name (such as |
| down to four key criteria, at least one of which | | | | McDonald's Big Mac). But when a company has |
| must be met, in order to pull off this feat. (And | | | | thousands of stores that can instantly expose a |
| by "owning" I mean that consumers think of your | | | | new name to millions of customers, it's enough to |
| company or product as much as, or more than, | | | | permanently tattoo any name on the cerebral |
| the original meaning of the word itself). | | | | cortex. So just because a huge company does |
| Rule 1: First in wins. | | | | something, it doesn't mean a start up can imitate |
| If you are the first in a category (or the | | | | the strategy. When starting out small, it's best to |
| perceived first in the category), you get to name | | | | have a "naming architecture" that supports your |
| the category. If you invent it, create it, revise it, | | | | primary brand or company name. Pointing |
| or re-position it -- you get to name it. And so you | | | | everything towards one name will help you "own" |
| have Apple and Blackberry, as well Frisbee, | | | | a word faster than diversifying names across the |
| Rollerblades and Slinky. You also have completely | | | | board. Apple is beginning to achieve this in their |
| invented names such as Xerox and Kodak. When | | | | product line with the letter "i", as in iPod, iTunes, |
| companies or products are new to market, they | | | | iMac, iLife, etc. |
| beg for mental "handles" to describe them. So the | | | | Rule 4: Money. Money. Money. |
| first company or product in a new category, if | | | | Big budgets can imprint names. When GTE came |
| they are aware of this fact, can create a new | | | | out as Verizon, they put a .wav file on their site |
| name or invent a new noun, that can become the | | | | so people could hear how the name was |
| recognized name for the entire category. | | | | supposed to be pronounced. (Was the emphasis |
| When people ask for a "Coke", it often means | | | | on the first syllable like "Verify"? Or was it on the |
| whatever carbonated beverage is on hand. Same | | | | second syllable like "Horizon"?) If you had never |
| for a "Kleenex" or making a "Xerox". So first in | | | | heard the name before, would you be able to |
| gets the right to name itself. That's what | | | | pronounce Cialis correctly? Or Wachovia? The |
| happened when we named PODS. There was an | | | | point is that big money can make even awkward |
| opportunity to create a new "handle" for a new | | | | names seem like household words. So again, |
| product. One competitor went with the name | | | | before emulating big companies, realize they have |
| "Door to Door Storage" which does not work well | | | | a big enough marketing hammer to drive lots of |
| as a noun. It's much harder to order a "Door to | | | | square pegs through round holes. |
| Door Storage unit" than a "POD". | | | | A good example of a company combining rules |
| If you are first in your category you have a | | | | three and four is UPS. By using their size and |
| tremendous opportunity. Before grabbing any | | | | marketing might, they were arguably successful in |
| name, see if it works as a noun and a verb. | | | | owning the word "brown". Nexium has come close |
| People "Google" but they don't "overture". It's a | | | | with their marketing of "the purple pill". |
| subtle, but important, distinction. Some companies | | | | So can you "own" a word? That would be a |
| blow this tremendous opportunity to define a new | | | | qualified "yes"... if you are first in category, |
| category by creating forgettable names. The | | | | infectious (in a good way), a huge company with |
| prototype name for the Blackberry was the | | | | a big footprint or a profitable company with a lot |
| descriptive and uninspired "pocketLink". Would you | | | | of cash. Smaller companies and start ups are |
| rather use a Blackberry or type on your | | | | better off using strategies one and two. |
| pocketlink? As far as branding, they made the | | | | Otherwise, it's best to stay with proven naming |
| right choice. | | | | methods that offer a hint into what you do. From |
| Rule 2: Viruses spread. | | | | our portfolio, these would be names like... |
| If your idea is innovative, imaginative, or free, | | | | - Park Place (a garage renovation company) |
| consumers will memorize your name no matter | | | | - (an internet based jeweler) |
| what you call it. The free music download sites | | | | - Spruce (facilities management company) |
| are a good example. Napster, Limewire and Kazaa | | | | - SupplyAmerica (tool sales and rental company) |
| are not necessarily the best names ever created. | | | | - TeamLogic (an IT franchise for small businesses) |
| But because they offered something for nothing, | | | | These types of names offer positive |
| customers quickly sought out and learned these | | | | connotations while providing a sense of the |
| names. In any other situation, Kazaa, with two | | | | industry to which they belong. |
| "a"s, would be a nightmare for an internet based | | | | No matter if you are a small business, a hot new |
| company needing a good type-in name. But with | | | | start up or a Fortune 500 company, there's a |
| the lure of free music, customers willing | | | | naming strategy that's right for you. You may not |
| shouldered the burden of learning the quirky | | | | need to "own" a word, you may just need to |
| spelling and finding the site. | | | | communicate your message creatively and |
| Another viral idea was the creation of which | | | | effectively. But if you're first in your category, |
| tracks the former locations of a dollar bill by its | | | | have a brilliant idea, have a big presence or deep |
| serial number. The novel idea has people logging | | | | pockets... then go for it! By owning a word, you |
| on by the tens of thousands to check where | | | | can grow into a "monster"! |