Archive for 07/2014

Staff Picks

Names to Remember

Branding is powerful in our culture and a good name is a good start. The stories behind the brands and the products we consume can be pretty entertaining.

In the introduction of the 2005 book, The Making of a Name, it is said that the best names are linked to the product benefit, but 7UP, LEGO and Gap hardly link to a benefit.

When the names are not linked to a benefit, the brand often got its name from the founder, as in Wrigley, Oscar Mayer and Levi Strauss. That model is rooted in the 19th to early 20th century.  In the late 20th century, the trend was to combine words with different meanings to evoke an idea or an emotion like Microsoft, Accenture, Intel, Nutrasweet.

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