Branding & Naming Expert President of Tungsten Branding
(Excerpts) Davis adds, “When people are starting off at first, they’re so eager to get to market, to get traction, that they tend to go towards very literal, descriptive, functional names and those names end up pigeonholing them.” He even goes so far as to say that pigeonholing names are the reason why companies like Best Buy have outstripped competitors such as RadioShack and CompUSA.
Since companies tend to rebrand later in their life cycles, they often have more money than when they were first starting out. As a result, they can solicit more outside opinion in the process of choosing their names. But this isn’t always a good thing, says Davis.
“I see a lot of names get shot down that are good brand names because [companies] don’t provide context when they’re floating the name out to people,” says Davis. If you don’t tell people what your company does or what you want the name to evoke, all you can collect are random personal associations.”
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