What makes a successful name?

Anyone that has anything to do with marketing, product management or is just a little curious about what makes a good name for a product, blog, company, insert_random_item_here should read this.

A little tidbit from Seth Godin

A long time ago, the goal of a name was to capture the essence of your positioning. To deliver a USP, so you could establish supremacy in your space just with your name. International Business Machines and Shredded Wheat were good efforts at this approach.

It quickly became clear, though, that descriptive names were too generic, so the goal was to coin a defensible word that could acquire secondary meaning and that you could own for the ages. That’s why “Jet Blue” is a much better name than “Southwest” and why “Starbucks” is so much better than “Dunkin Donuts”.

“Naming companies” flourished, charging clients hundreds of thousands of dollars to coin made up words like Altria.

Then domains came along. Suddenly, people were charging (I’m not making this up), $300,000 for goggles.com. The idea was that if you could grab a domain name (there’s only one goggles.com in the entire world), then people could easily find you.

I think many of these rules have changed, largely because of the way people use Google.

If you want …
It’s really is a great article. read it here.

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