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CHOOSING A COMPANY NAME: A Blend of Art, Science

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The activity of choosing company names has trends just like any other ... Z28 Camaro. Z3 BMW. Z103. Jeep (General Purpose Vehicle) MGs (Morris Garage Car Co) ... – PowerPoint PPT presentation

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Title: CHOOSING A COMPANY NAME: A Blend of Art, Science


1
CHOOSING A COMPANY NAME A Blend of Art, Science
Whimsy
  • Michael Piczak
  • March 2006

2
HOW TO CHOOSE
  • The activity of choosing company names has trends
    just like any other aspect of business
  • Choosing names is a blend of fashion, science,
    art, alchemy, whimsy, expedience and playfulness

3
SQUEAK OR STRATEGIC RELEVANCE?
  • Some will argue that the name means nothing as
    names represent squeaks from our voice boxes
  • Others will argue that choosing a name is a
    strategic act and that the name selected should
    reflect choices gauged against CAREFULLY selected
    criteria

4
SOME CRITERIA
  • Being memorable but easy to spell (Warner
    Brothers Xerox IBM)
  • Possessing a visual element (Memorex Virgin
    Airlines Village Roadshow Pictures)
  • Possessing a positive connotation (Waste
    Management Corp. not Waste or Garbage
    Corporation Waxman Recyclers not Waxman Scrap
    Metal Virtucon Corp.)

5
MORE CRITERIA
  • Needing to include information about what your
    business does (Zenon Environment Services Abell
    Pest Control)
  • Being fairly short (Fido, Bell, ABB)
  • Being unique by choosing a coined word that has
    no meaning (look at drug names)
  • Being able to use the name in an internet based
    environment (.com, .org, etc.)

6
AVOID
  • Employing the "train wreck" method of creating a
    name where there is a collision of two names made
    into one (QualiServ)
  • Using words so plain they'll never stand out in a
    crowd (1ST National Bank, GE and GM get away with
    it as they are the first and now the biggest)
  • Taking the atlas approach and using a map to name
    your company (St. Petersburg Plumbing)
  • Making your business name so obscure, customers
    will never know what it means (Aegius Ltd.)
  • Getting overly hung up on phonetics (Kwalitee) as
    you try to come up with a unique name
  • 5th Third Bank???

7
NAMING TRENDS
  • mystery letter X
  • Q in naming radio stations
  • Z in the name
  • e (electronic)
  • i (internet)
  • names that work in English and French
  • Roman, Latin or Greek sounding names (Aegius,
    Maximus, Rensus, Altria, etc.)
  • the latest - using first name branding also known
    as user friendly names (Tommy, Fido, Ben
    Jerrys, Annie (a call center), Ben (a cell
    phone), Alex (on-line broker), Lulu (an on-line
    publisher)
  • Fashionable words (magic, virtual)
  • letters strung together that mean nothing in any
    language (Celica, Toyota, Corolla)

8
(No Transcript)
9
SOME SAMPLES 1
  • HMV Records (His Masters Voice)
  • RCA (Radio Corporation of America)
  • CBS (Columbia Broadcasting System)
  • CNN (Cable News Network)
  • SKG Dreamworks Pictures (Spielberg, Katzenburg,
    and Geffen)
  • IBM (International Business Machines)
  • Rand Corporation (Research and Development Corp.)
  • BMW (Bavarian Motor Works)
  • VW (Volkswagen)
  • GO Train Service ( of )
  • DELCO (Dayton Electric Company)
  • MMs

10
SOME SAMPLES 2
  • EFFEM Foods
  • ABB (Asea, Brown, Boveri)
  • Yahoo
  • Google
  • Budget Environmental Disposal Corp.
  • Exxon
  • Amblin Entertainment
  • THX Sound
  • Moe-Tion Pictures Productions
  • Apple Computers
  • Apple Records

11
SOME SAMPLES 3
  • Virgin Records
  • Bubba Gump Shrimp Restaurant
  • Dofasco
  • Stelco
  • USX
  • Tim Hortons
  • 3M (MINNESOTA MINING AND MANUFACTURING)
  • Decca Records
  • MoTown Records

12
SOME SAMPLES 4
  • AAAAAAA AAAAAAA AAAAAAA AAABCO Door Company (this
    is a real onecheck the phone book)
  • KFC (Kentucky Fried Chicken)
  • Two Small Guys with a Big Heart Moving Company
  • Two Guys with a Truck Moving Company
  • iPod

13
SOME SAMPLES 5
  • Z28 Camaro
  • Z3 BMW
  • Z103
  • Jeep (General Purpose Vehicle)
  • MGs (Morris Garage Car Co)
  • Give me some more

14
LOOKING FOR TROUBLE?
  • WRAPTORS
  • BLOOMINGDALES
  • OLYMPICS ANYTHING
  • PETER PAN RESTAURANT
  • STARBUCKS COFFEE SHOP
  • HAIDABUCKS CAFE

15
QUESTIONABLE NAMES
  • High Maintenance Bitch
  • 10W30
  • Sins Flower Shop
  • Haynes Fanny Hose

16
TO THE NET IN .13 SECONDS
HOW MANY HITS?
THE SEARCH ARGUMENT
17
How many?
18
AT THE END OF THE DAY
  • It is your call
  • Most names represent a compromise across the
    various criteria cited
  • Prioritize your criteria
  • Stay away from mistakes
  • No swear words
  • Check NUANS Who is net search

19
TOP NAMES???
  • Cats Pee on a Gooseberry Bush
  • 2 Small Guys with a Big Heart Moving Company
  • Budget Environmental
  • Scrotum-Design Limited

20
(No Transcript)
21
CHOOSING A COMPANY NAME A Blend of Art, Science
Whimsy
  • Michael Piczak
  • March 2006
  • THE END
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