WHAT'S IN A NAME?

Recently had reason to refresh on brand/product naming stories and sharing three favorites.

Google would have been named Googol (10 to 100th power), if there was not a spelling mistake when buying the domain.

Xerox is a nod to the tech pioneered, with an innovative monkey ad campaign to highlight its simplicity, way back when.

Amazon emanated from two goals: starts with an A (practical) and signifies large and exotic. Its embrace of tactical execution and tech disruption/opportunities continues to evolve this “Magnificent 7” company through today.

An ideal name involves a blend of creativity, strategy and storytelling.

It’s about creating a brand that resonates with your audience, communicates your differentiation, and can stand the test of time.

Great brand names are often (and with the help of branding campaigns):

• Simple and memorable

• Reflect core values and benefits

• Unique and distinctive

• Evoke an emotional appeal

• Versatile and scalable

But a name doesn’t make a company or a product.

Delivering a differentiated value and experience to your customers is what is most important to catalyze significant growth, gain market leadership and build a leading brand. And this doesn’t have to happen overnight, strategic and well executed improvements each day can indeed be transformative.

Learn about the origins of JSTAR's name and logo.