“Naming a company Google or Squidoo or Blueturnip in the dot-com world isn’t weird. It’s the equivalent of naming your kid Michael.” said Seth Godin, entrepreneur and author of, Small Is the New Big.
The larger issue here is: Context counts.
- For example, most product names under the "As Seen on TV" category are clear and plain, and properly so. In this community, the finest names are easily remembered and understood. Pasta Express, Swivel Sweeper, Stick-Up Bulb, Auto Cool, Just-a-Trim, and LumaTweeze are just a few examples. These names convey to the consumer who you are and what you do in an instant.
- Is Celsia the proper name for a high-tech firm that provides cooling solutions? Yes, because the technicians making purchasing decisions are aware that the term honors a Swedish astronomer named Anders Celsius, whose adopted name identifies the metric system used by the majority of countries.
- Is Zany Brainy the best name for a mall educational toy store? Sure thing. Simply ask the parents if they want their children to have pleasure while learning.
- Is Premio (the Italian term for "prize" or "reward") an acceptable name for an authentic Italian sausage? Simply ask any grocery customer looking for the "real thing" - the most authentic Italian brand. Premio stands out among a slew of generic, heartland American sausage brand names like "Johnsonville" or "Jimmy Dean."
When it comes to coining a new name, context matters for a strong brand identity.