- Wordcraft: The Art of Turning Little Words Into Big Business.. Clouston and Hall Booksellers
- In the Product Naming Sweepstakes, Here Are Some Big Winners
- Wordcraft: The Art of Turning Little Words into Big Business
Whatever name you come up with, there will always be an element of doubt in your mind— could you have come up with something better?
But at some point, you have to make a decision. There are essentially two aspects to the naming process: the emotional and the practical. The inspiration for your company name can come from anywhere. Jobs thought the name sounded "fun, spirited and not intimidating. Jobs clearly had a good idea of the sentiments he wanted his brand to evoke. You need to do the same. Your brand name is your first impression and it needs to evoke a positive emotional response. That emotion needs to be appropriate to the products or services you provide.
What are the key attributes of your business? What sort of clientele are you serving? High class? Whatever adjectives describe your business and its customers, your naming ideas need to reflect them. According to Watkins, however, "the most powerful brand names connect with people and move them to buy because they are based on familiar words and concepts that they understand and appreciate: Kryptonite locks, Mayday tech support, Obsession perfume, Leapfrog toys, Ninja blender… these are the names that speak volumes.
The practical considerations are more numerous than the emotional ones but arguably easier to apply. As you come up with ideas based on the emotions you want to evoke, check them against this list to make sure you avoid the classic naming pitfalls. Is it memorable?
Wordcraft: The Art of Turning Little Words Into Big Business.. Clouston and Hall Booksellers
Short, familiar words of one or two syllables are easiest to remember. Think about spelling too. Is it baggage free? Naming baggage comes in various forms: the names of your competitors, foreign translations, mispronunciations, domain names.
In the Product Naming Sweepstakes, Here Are Some Big Winners
Any of these things can derail what appears to be a perfectly good name. Making your name distinct from all your competitors is obvious; less obvious are the offensive meanings in foreign languages that have tripped up many a brand.
Do your research , especially in the territories in which you intend to operate. That also includes checking the naming regulations in each territory. Check how your name sounds too and get plenty of feedback, from both humans and voice recognition software. Before he came up with the name Amazon, Jeff Bezos was running with Cadabra as the name for his online bookshop concept. That changed when his lawyer misheard him and thought the business was called Cadaver.
Similar mishaps can happen when you come to register your domain name. With askew vocals and moody instrumentations, it sounds like what would happen if the Beatles' George Martin dropped strong acid and produced a Bjork album. Winning Days finds them formulating Beach Boys harmonies and, thankfully, reducing their debt to Nirvana. Famously eccentric frontman Craig Nicholls always complains about having to tour when he wants to stay home, write, and record. Judging from this result, he might have a point.
A good name must support the product's "message," suggest a subtle backstory of meaning, and function as a kind of one-word haiku. With the impotence pill Viagra, for example, "Vi" evokes vitality, vigor, and virility. The right name, moreover, creates brand awareness and controls a consumer's perceptions.
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The mellifluous-sounding Viagra transformed life-destroying impotence into treatable erectile dysfunction. Frankel includes a half-dozen winning profiles of corporate wordsmiths, image makers, and advertising gurus. The physical embodiment of these ideas and images becomes increasingly secondary to the economic process. If the industrial marketplace was characterized by the exchange of things, the network economy is characterized by the access to concepts, carried inside physical forms.
We live in the information age, and anything sold must become part of the data stream. The naming firms I happened upon, and later worked for, have the interesting job of creating and inserting verbal or text messages into this flood of data—they are coiners of words, information-age neologists. Among the many players in the communications industry—the advertising agencies, public relations firms, crisis management groups, and brand strategists—as a reporter I was attracted to the small naming firms.
The field is filled with language crafters, makers of meaning who look at language in a clinical fashion, and who craft new words and appropriate existing words for new uses. Discovering this group of namers was like finding the group of workers most emblematic of the new state of things, manipulators of the new postindustrial economy. The names that succeed seem to penetrate human interactions transparently. Others fail.
Wordcraft: The Art of Turning Little Words into Big Business
I wanted to know how and why this happens. Convert currency. Add to Basket. Book Description Crown, Condition: New. Seller Inventory M More information about this seller Contact this seller. Book Description Crown Publishers. Looks at how companies name themselves and their products. He goes into the offices of Lexicon, the world's largest professional naming firm where we see how the Blackberry got its name; describes how the creative team behind Viagra made it into such a powerful word; and how IBM assumed ownership of the word 'e-business'.
Seller Inventory P Ships with Tracking Number! Buy with confidence, excellent customer service!. Seller Inventory n. Alex Frankel. Publisher: Crown , This specific ISBN edition is currently not available. View all copies of this ISBN edition:. All rights reserved.
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