10x Brand Naming Agency - Poogle Media

• Dolly Sancheti - Poogle Media
• 26th Jun, 2018
• Branding Mantra

 At Poogle Media, we use 10 touchstones (along with specific project parameters) to determine whether a name is truly great. We recommend keeping these criteria in mind when you evaluate potential name candidates to maintain some measure of objectivity. Just remember, almost no name will score equally well in all of these dimensions (see “Avoid perfectionism” in the last section). In naming, as in life, there are always tradeoffs.

1. MAGNETISM
Does the name engage you and spark your imagination? (Crazy 8, Method, and Häagen-Dazs all do, in wildly different ways.)

2. DISTINCTIVENESS
Will it pop in your space, or blend in without a trace? (There’s Alaska, American, United, Delta…and then there’s JetBlue.)

3. BRAND FIT
Does it capture the essence and spirit of the brand? (Think Leapfrog, Twitter, Vogue, Tesla, Any Mountain, Wii.)

4. ACCESSIBILITY
Is it easy to say and spell? (Jwaala, Xoopit,Myngle, Fairtilizer—don’t go there.)

5. LONGEVITY
Will it remain relevant if the brand expands? (Amazon, yes; Book World, no.) Will it sound dated if naming trends change? (RIP, Napster.)

6. CONCISENESS
Is it as short as possible? (Which name grabs you—Gap or PriceWaterhouseCoopers?)

7. EUPHONY
Does it sound good? (Jamba Juice is alliterative.... Aria is melodic....Vudu? Woohoo!)

8. APPROPRIATENESS
Is it free of serious negative meaning in a major language? (Virgin, pass. Swastika, fail.)

9. CONSISTENCY
Does it follow your company’s naming conventions? (You won’t find Apple introducing a phone called Neptune.)

10. PROTECTABILITY
Is it in the clear for trademarking and domain use? (Toys R We? Forget about it.)

Written by Dolly Sancheti

Writing off from the desk of Poogle between the fun at work and zillion cups of Coffee! Share the creative bombs & forget not to subscribe to our awesome and saucy news!