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  The Making of a Brand Name Look, it's an AirWire, Badge, Banjo, Banter, Cera, Cielo, Combio, ComTop, Cyphra, Dyrex, eBox, eTop, Evex, GamePlan, Geode, Grip, Hula, IntraTop, LiveRide, Mica, Mini-Top, Nemo, OutRigger, Photon, Pouch, Reon, Riff, Ryto, Slide, Sling, Tailwind, Tecton, TelTop, Transilion, Transite, Veon, Verb, Vion, Vuant, Waterfall, Wheels, WorldTop. Actually, it's a BlackBerry! Read the entire article...  Forget the Adjectives. Just Trademark Your Prose Writing that I "rollerbladed downtown to fedex a package," I employ two brand names as verbs, and chances are that my actions are perfectly clear to all readers. Increasingly, words we use every day are created by consultants and owned as trademarks by corporations. Originally, brand names served to distinguish one product from another; now, they are used to explain our actions. Read the entire article...  The New Science of Naming Forget made-up words and quirky nonsense. When choosing an identity for a company or a product, simple and straightforward are back in style. Read the entire article... View in pdf format  On Naming Your Business, and Getting It Right The first step is to make sure a company has written down its mission statement or story of who they are and what they do. Without that, it's difficult to create a name. Most companies will think of writing a mission statement, but often it's pretty clunky. A lot of mission statements can be too formal and written in a way that doesn't get at who they are, what's the story. They can think of the name as the title of their story. Read the entire article...  Name-o-rama How do they come up with names like Pentium and AirTouch? At 9 a.m. sharp in Sausalito, on the San Francisco Bay, six people hunker around a wooden conference table in a giant green vault of a room once used by the navy and now used by Lexicon Branding Inc. As the floor heaters warm the crisp air, the group faces the imminent task: to name a computer network targeted at small businesses. The assembled team - including an actress, a computer programmer, a writer, and three Lexicon staffers - seems alert, ready. The morning's orders, delivered by the coffee-sipping team leader, include an appeal to avoid the hackneyed word net in the day's brainstorming session. The bill for service: US$30,000. Read the entire article...  Naming your company Be smart and creative: Pick the right name and trademark it Before you launch a business, you must give it a name. Whether it's for a consulting firm, an e-commerce startup, or a flower shop, your name will become the cornerstone of your brand identity-the way customers think and speak of you; the banner for your employees to rally around; and a reminder of your company's values, goals, and message. But naming can be difficult-if you don't approach it intelligently. The number of trademark applications has increased dramatically in the last few years, making it seem as if all the good names are taken. But don't be daunted. By strategically marshalling your creativity, it's still possible to come up with a name that suits your business to a tee. Read the entire article... |
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© 2004 Alex Frankel. All rights reserved. |
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