The name of a brand tells us a lot about that brand. The image that our brand creates in our minds, our point of view, its influence on us is very much related to the brand’s name. If there is anything more remarkable than Lady Gaga’s strange clothes, that is her name. If Lady Gaga was wearing that wired, aluminum foiled outfits, would she have the same popularity if we knew her by an ordinary name?
Every new brand tries to find a name like “Lady Gaga”. So much so that there is a brand name made up of three or four letter meaningful combinations using almost all the letters of the alphabet, or at least thought. Some of these names are very useful and successful when they are given to the brand, while others are somewhere between comic and failure.
The best in the world in finding names for brands is a boutique company called Lexicon. You may not have heard of the name of Lexicon, but you are encountering some brand names found by the company worth $ 15 billion every day (Blackberry, Pentium, OnStar, Dasani, Febreze, Scion and many more).
If you want, let’s explain how Lexicon does this work through an example. For Colgate’s new portable toothbrush, Lexicon founder and CEO David Placek sets up two separate teams. He asks the teams to inspect the product and share their impressions. Colgate’s new portable toothbrush is a handy product with a disposable toothpaste that can be easily used and disposed anywhere. “In the first place, it is not expected to think of a name that emphasizes the product being small and useful,” says Placek. But after using the product, they turn to a different feature. Using Colgate’s “mini-toothbrush” creates a lighter and more beautiful taste in the mouth than others. On top of that, the team starts to derive names that emphasize this feature of the product. Meanwhile, David Placek gives the other team “fiction” information about the product and asks them to find a name for Olay’s new oral care product. The reason for choosing Placek Olay is that he asked the second team to find names related to beauty and personal care.
When the names derived from the two teams are brought together, the word “wisp” appears and thus the product is named Colgate Wisp.
Let’s look briefly at the story of another — perhaps the most famous — brand name found by Lexicon. Based on the annoying elements of PDAs, Placek asked the team to find a name that sounds good for this new product. They aimed to associate these products that constantly shake, sound, and crack the keys with things that make people feel comfortable and peaceful. On top of that, a list of things that were peaceful or relaxed was made. “Besides activities such as picnicking, cycling, cooking, fishing,” picking strawberries “that one of the team said, attracted attention and the word strawberry was put forward. Then, by changing the strawberry, blackberry (blackberry) was made, considering that the keys of Blackberry were similar to blackberry grains. Plax Blackberry, the CEO of Lexicon, says that the customers are not liked at first, and they want a name that will feature the features of the product such as “EasyMail”. They did the same with Intel for the Pentium brand. Intel officials wanted a name like “ProChip” for their new products.
Lexicon’s successes show that the name is very important for a brand. However, one should not exaggerate and expect everything from the name. In addition to all the original and popular names, there are many world giants that do not have original names such as Microsoft, British Petrol, General Electrics.