By: Raymond Hackney
Jodi Helmer did a piece for Entrepreneur.com and sat down with Steve Manning the founder and CEO of Igor, a Sausalito, Calif.-based naming and branding agency. Igor is the creative force behind monikers like Aria Las Vegas, truTV, Boogie Board and Gogo inflight internet.
The article considered 3 points to think about when naming your company. From the article:
What are some points to consider?
Generic names aren't interesting or engaging or emotional. No one wants to spend an entire flight talking to someone from Strategic Name Development, but a seatmate with a business named Igor is memorable. A good name has layers of meaning and association, evokes emotion and is easy to pronounce. You could choose a made-up name like Oreo or Snapple that is memorable, and because it's fun to say, people repeat it, or an evocative name like Virgin or Apple that creates emotion and imagery to help position the product.
“Generic Names Aren’t Interesting, Engaging or Emotional”
But they are effective.
Not every company is the next world changer.
99% of businesses are small and don’t have the budget or need to spend millions and millions to brand a cute name.
Brad
I like your comment, Brad.
Spot on Brad. In terms of marketing ROI, nothing in the current media environment beats a good EMD domain name.