Branding & Naming Expert President of Tungsten Branding
Not all invented/coined words are created equal. Some have no linguistic basis and therefore no meaning (i.e. Xerox, Kodak, etc.) Every ounce of brand equity then has to be earned and instilled through years of hard work, money and gradual customer acquisition. Most entrepreneurs and start ups don’t have the luxury of time or money on their side. So when creating new names from scratch, we tend to look for ones that contain a “morpheme” or word part that directly relates to one of the client’s main attributes. These words come preloaded with emotional equity that steers the listener down an intended path. In this case our client was in the information/knowledge management business. The key benefit they offered was their insights and perspectives in dealing with, and organizing, legacy information systems. What we wanted to capture was the sense of clarity, insight, brilliance and expertise they provided. The final result was Claricent… “See more. Know more. Do more.” The name flows well and evokes the right emotional tone. Invented names are just one of many different naming strategies, but if done well, they can still connect and communicate a message effectively.
About the author: With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought after branding expert, Phil has been quoted in The Wall Street Journal, Inc.com, Businessweek, Entrepreneur, and Newsday.
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