Business Pundit has a great post of corporate logo parodies. Essentially they’ve tweaked 15 famous corporate logos to represent what those companies might look like after the current financial crisis. I love how some of the crisis parodies build off of the brand names while others cleverly tweak the logo itself!
Also, don’t miss Catchword’s new Flickr account!
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
YET MORE CAR NAME THEMES
Of all consumer brand names, car names are perhaps the most recognizable. Online, TV and print advertising make it hard to ignore the most exciting new “rides,” and daily commutes ensure real-life interactions with these brands. Who hasn’t heard of a Camaro? Responsibly considered an Accord? Dreamed of owning a Miata?
So, what are the most common car name “Themes”– i.e, the concepts, messages or constructions used most frequently? For the fun of it, we did a bit of research (actually, a whole lot of research) and provide below the results of our investigation.
Theme: PLACENAMES
The quintessential name: SANTA FE
Whether a specific reference to a town in Italy (Torino), a state in Mexico (Veracruz), or a term to describe an urban center (Cosmopolitan), Placenames are used to evoke associations with locations, cultures, and mindsets. Want to sound international to an American consumer? Call your car Murano. Want to evoke all things stylish and beautiful? Name it Malibu. Exotic? How about Capri? Sophisticated? What about Versaille? Placenames make for wonderful brand names because they tap into immediate and often universal associations. They utilize existing perceptions to evoke vivid, visceral, and emotive brand identities and experiences.
Makes one wonder why certain placenames have never been adopted. Would the Alaska not be evocative enough? How about the Vienna? And what about our corporate home: SanFran? With all its natural beauty and urban sophistication it’s a wonderful metaphor for a comfortable, stylish vehicle!
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
MORE CAR NAME THEMES
Of all consumer brand names, car names are perhaps the most recognizable. Online, TV and print advertising make it hard to ignore the most exciting new “rides,” and daily commutes ensure real-life interactions with these brands. Who hasn’t heard of a Camaro? Responsibly considered an Accord? Dreamed of owning a Miata?
So, what are the most common car name “Themes”– i.e, the concepts, messages or constructions used most frequently? For the fun of it, we did a bit of research (actually, a whole lot of research) and provide below the results of our investigation.
Theme: CELESTIAL
The quintessential name: SATURN (yeah, we know, it’s a company, not a car)
It’s no surprise that many cars have been named for the heavens and its myriad creations. Speed, innovation, exploration, inclusiveness, reliability, movement and timelessness are just a few associations one can have with the sky and all its celestial inhabitants.
And, even though the Celestial theme has been used less frequently than the Luxury, Performance or Placenames themes, just about every name construct has been applied to this theme. Consider that there are real-word celestial names (e.g., Taurus), coined celestial names (e.g., Telstar), composite celestial names (e.g., Star Chief), and non-English celestial names (e.g., Comète – French for Comet)!
Perhaps our favorite coined celestial name is Celica. Supposedly coined from the Latin coelica meaning “heavenly or celestial”, the name is both otherworldly sounding and at the same time highly communicative of acceleration and speed. It’s abstract enough to allow for flexibility in meaning and identity, but suggestive enough of a key benefit of the vehicle. Smart naming, Toyota!
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
CAR NAME THEMES
Of all consumer brand names, car names are perhaps the most recognizable. Online, TV and print advertising make it hard to ignore the most exciting new “rides,” and daily commutes ensure real-life interactions with these brands. Who hasn’t heard of a Camaro? Responsibly considered an Accord? Dreamed of owning a Miata?
So, what are the most common car name “Themes”– i.e, the concepts, messages or constructions used most frequently? For the fun of it, we did a bit of research (actually, a whole lot of research) and provide below the results of our investigation.
Theme: ANIMALS
The quintessential name: MUSTANG
One of the most popular car name themes, Animals convey everything from speed and strength (e.g. Mercury Bobcat, Dodge Ram) to grace and innovative design (e.g. Nissan Gazelle, Volkswagen Beetle). Sure, everyone knows what a Mustang is, what a Cougar is, what a Pinto is. But did you know that Corcel is Spanish for “steed,” that a Thunderbird is actually a mythical bird, that an Impala is a type of antelope, or that a Tamaraw is a small water-buffalo found only in the Philippines?
PREDICTION: with the ever-growing awareness and development of “greener” cars, expect to see fewer fast, strong, predatory animal names, and more intelligent, wise, innovative animal names. The Toyota Dolphin anyone?
| Volkswagen | Beetle | Car looks like a little bug |
| Chevy | Bison | A humpbacked, shaggy-haired wild ox |
| Nissan | Bluebird | A songbird |
| Mercury | Bobcat | A small, North American wild cat |
| Chevy | Bruin | A bear, especially in children’s fables |
| Ford | Corcel | Means “steed” in Spanish |
| Mercury | Cougar | A large wild cat |
| Ford | Falcon | A bird of prey |
| Pontiac | Firefly | A luminescent beetle |
| Volkswagen | Fox | Proverbially cunning animal |
| Nissan | Gazelle | A small, slender, horned antelope |
| Chevy | Impala | A type of antelope |
| Chevy | Kodiak | A bear found on the islands south of Alaska |
| Nissan | Leopard | A large wildcat also known as a panther |
| Mercury | Lynx | A wild cat; also a northern constellation |
| Ford | Mustang | A wild horse, typically small and nimble |
| Ford | Pinto | The combination of white and another color on any breed of horse |
| Ford | Puma | Another term for cougar |
| Volkswagen | Rabbit | Cute, furry little mammals |
| Dodge | Ram | A male sheep |
| Buick | Skylark | A lark known for its prolonged song during flight |
| Alfa Romeo | Spider | The eight-legged arachnid |
| Pontiac | Sunbird | A small, brightly colored songbird |
| Toyota | Tamaraw | A small water-buffalo found only in the Philippines |
| Ford | Thunderbird | Mythical bird |
| Hyundai | Tiburon | From the Spanish word for “shark”; also a CA town |
| Volkswagen | Tiguan | A coining of tiger and leguan (German for “iguana”) |
| Dodge | Viper | A venomous snake |
| Buick | Wildcat | A small wild cat noted for its ferocity |
Last week: Operation in Foreign Countries
Next week: More Car Name Themes
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
OPERATION IN FOREIGN COUNTRIES
Doing so requires registering your name in every country in which you plan to drive it. You will again need to activate your Theft Prevention System and almost certainly hire either a name development firm or an Intellectual Property attorney to conduct the necessary trademark evaluations on your new name.
In addition, you will want to ensure that your foreign customers can pronounce and spell your
new name, and that your new name is appealing to them in their language. While a domestic translation service can be helpful, the most insightful feedback comes from customers actually living in the countries in which you plan to drive your new name. The easiest way to reach these people is through the use of a specialized name development firm with an established linguistics network around the world. If the firm has experience with linguistic and cultural research of this sort they will know to ask the following questions:
• Is this name easy to pronounce?
• Is this name easy to spell?
• What does this name make you think of?
• Do you get positive or negative associations with this name? What are they?
• Does this name remind you of any existing brands in your country?
CAUTION/WARNING
If you’re driving your name in other countries make sure to conduct a linguistic and cultural analysis of the name. It’ll ensure that your name doesn’t have negative connotations or meanings in other languages, and help you sleep better at night.
Last week: Installing Names
Next week: Car Name Themes
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
Step 7 - Installing names
Congratulations! You’ve created a new name and you’re ready to put it on your new marketing vehicle. To do so, inflate your
new name with hot air and carefully place it on the brand. At first, you may feel that your new name isn’t “pretty” enough.
It may seem underdressed. This is because you have not yet applied a new brand identity. To do so, see your Manual’s section
on “Optional Hardware”.
If you’re driving a new company name…
Owning and driving a company name can be more complicated than driving a product name. To ensure that you’ve complied with all state and federal laws, and will make a smooth transition from your old name to your new one, we’ve created a checklist of items for you to complete before driving your new company name.
• Submit your trademark registration to the USPTO
• Create a plan and timetable for phasing-in the new name
• Update bank accounts, checks, other financial paperwork
• File a name change with the city/cities and/or counties where you plan to drive your new company name
• Update the name with the Secretary of State’s office
• Register your company domain name
• Register spelling variants and alternative top-level domains (e.g. .net) as needed
• Have your old domain name and any new variants direct traffic to your new site
• Update email addresses to new domain; update email signatures
• Forward old email addresses to new ones
• Check with a tax attorney for any dependencies/issues in filing under your new name
• Determine the best way to announce the name internally – e.g., email from the president, employee gathering, outside party, etc.
• Plan ways to acclimate employees to the new name and rally support
• Create an “early” name announcement for valued partners and contacts
• Create a press release to announce the name to the media and the world
• Update business cards, letterhead, envelopes and other collateral
• Update brochures, pamphlets, other marketing materials
• Contact your closest customers and industry analysts and inform them of the name change (but only after you’ve made the announcement internally!)
• Create a letter to customers explaining how the change is relevant to them, including answers to likely customer questions (e.g., will service contract be affected?)
NAMING TIP
When evaluating names, trust your instincts and don’t ask for a lot of outside opinions (unless, of course, you’re a masochist).
Last week: Distilling Names
Next week: Operation in Foreign Countries
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
Step 5 - Distilling names
Your Name Exhaust System is responsible for expelling new name ideas that fail to meet all the criteria for a desirable new name. The System works by evaluating new name ideas for appropriateness and fit, ease of pronunciation and spelling, uniqueness, depth, identity design potential, and, if applicable, linguistic and cultural viability. If your exhaust system expels more than 90% of your names you should consider reactivating your Creative Fuel Injection System and developing more names.
NAMING TIP
Use style to convey substance. If you want to be seen as friendly and casual, don’t use a four-syllable Latin word. If you want to position yourselves as pioneers, try a tone or naming construction that’s unusual – better yet unheard of – in your industry. Do you think that ComputerPlanet would have made the splash that Apple did?
CAUTION/WARNING
Don’t decide by committee. Limit the number of stakeholders involved in name selection, and be willing to let the most marketing-savvy participants drive the decision. When you insist on total agreement from everyone, what usually
survives is the lowest common denominator. Sure, it doesn’t offend anybody – but will it actually engage people?
CAUTION/WARNING
Choose names that are relevant to your target audience, not just names that you like or that have meaning to you alone.
Step 6 - Screening names
You’re almost there! Now, you need to ensure that no one else has created the same brand name for their vehicle. To do so, activate your Theft Prevention System (TPS). It is extremely important that your TPS is operating properly. A malfunctioning TPS can cause an unexpected and even fatal name crash.
To activate your TPS:
Submit your preferred names to a qualified Intellectual Property attorney and have them perform a “preliminary screen” on all your preferred candidates. It’s important that you work with an Intellectual Property attorney (as opposed to a corporate, contract or other attorney), as trademark law is a specialized area of law requiring specific legal knowledge and experience with Intellectual Property.
Last week: Create Your New Name
Next week: Installing Names
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
CREATE YOUR NEW NAME
Creating your new name is both the most difficult and most exciting step of changing your flat name. To begin, locate your various naming devices, including your Onboard Naming Navigator, your Rear & Side-view Mirrors, your Creative Fuel-Injection System, your Anti-lock Naming System, and your Theft Prevention System.
Now, in exactly this order, here are the steps you should follow:
Step 1 - Locating Relevance
Step 2 - Avoiding Competition
Step 3 - Developing Names
Step 4 - Avoiding Pigeonholing
Step 5 - Distilling Names
Step 6 - Screening Names
Step 7 - Installing Name
NAMING TIP
Be clear about what makes you unique.
Choose a single point of distinction – not a laundry list.
Step 1 - Locating relevance
Use your Onboard Naming Navigator to locate relevance. Finding relevance may not be simple, and will require a deep understanding of your customers and what’s important to them. If you haven’t done so already, speak with your customers and have them answer the following questions:
• What is important to you about this product or service?
• Why would you choose one product or service over another in this space?
• In what ways are existing products or services deficient?
• How would you describe the ideal product or service?
• What product or service in this space best fits your needs and why?
Once you have answers to these questions, and a solid understanding of what is relevant to your customers, advance to the next step and use your Side & Rear-view Mirrors to locate and avoid your competitors.
Step 2 - Avoiding competition
Use your Side & Rear-view Mirrors to spot and avoid competitors. Make sure to use all available mirrors and be mindful of your blind spot – competitors have a tendency to get lost in heavy traffic conditions. Knowing where your competitors are and what sort of names they’re driving is imperative, not only to finding an available lane but hopefully to blazing your own trail and creating a truly distinctive brand name. Position your mirrors to answer the following questions:
• Which name constructs are your competitors using?
• What messages are being communicated by your competitors’ names?
• Is there an opportunity to communicate an altogether new message?
• Who’s got the flashiest name on the road? Is it getting any attention? Why?
• What names have already arrived at your customers’ hearts and minds?
Once you have located your competitors and understand their names you can begin to identify places to steer your name that competitors don’t occupy. While open lanes are often opportunities for immediate distinction, the clearest and most enduring path to customers’ hearts and minds is the trail you blaze yourself.
CAUTION/WARNING
To overtake your competition, you need to distinguish your brand from theirs. Don’t be afraid to be different.
Step 3 - Developing names
Now that you’ve found relevance and determined how to distinguish your name on the road, you can begin the process of actual name creation! To do so, start up your Creative Fuel Injection System (CFI). If your system is working properly you will begin to feel inspired. Creative ideas should start to flow and possible new names should begin to emerge. If new names don’t immediately emerge, make sure that your CFI is properly calibrated and running on the following creative pumps:
• Brainstorming sessions
• Free-association exercises
• Metaphor explorations
• Creative relay exercises
• Foreign language exploration
• Out-of-category inspirations
• Visual stimulants
Last week: How to Change a Flat Name
Next week: More techniques for name creation
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
HOW TO CHANGE A FLAT NAME
Your vehicle is very sophisticated, and comes equipped with numerous devices for changing a flat name and creating a new one. Generally speaking, you will need to use all the following devices in order to safely remove and replace your flat name:
1. Onboard naming navigator (to help you find relevance)
2. Rear & Side-view mirrors (to spot and avoid your competition)
3. Creative fuel-injection system (to inspire truly great name ideas)
4. Anti-lock naming system (to avoid pigeonholing your new name)
5. Name exhaust system (for distilling out/expelling undesirable new names)
6. Theft prevention system (to protect your new name)
NAMING TIP
Involve all key stakeholders from beginning to end. If some senior decision makers can’t participate, arrange to have periodic meetings with them to update them on your shortlists, names you plan to screen, and final candidates.
ONBOARD NAMING NAVIGATOR
A brand name should be destined for your customers’ hearts and minds. To make sure you reach your destination, activate your Onboard Naming Navigator before embarking and set a course for relevance.
REAR & SIDE-VIEW MIRRORS
With ever-increasing competition, the naming roads have become incredibly congested in recent years. Fortunately, your marketing vehicle comes equipped with both Rear & Side-view mirrors for spotting and avoiding competitive brand names on the commercial roads. Feel free to glance in your mirrors as often as you like, but avoid changing lanes until you’ve activated your Onboard Naming Navigator and arrived at relevance.
CREATIVE FUEL-INJECTION SYSTEM (CFI)
Your Creative Fuel-Injection System supplies creative inspiration to the name development process. It is your creative workhorse, and the generator of all brainstorming exercises. CFIs are usually more powerful than carbureted systems, though it’s not necessary to monitor output since more creative is always better than less.
Last week: The Parts of Your Brand Name
Next week: Create Your New Name
Here’s another excerpt from our handy dandy naming manual - it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).
THE PARTS OF YOUR BRAND NAME
CONSTRUCTION
The Construction is the body of your brand name, the shape it takes during manufacturing, including length and ease of pronunciation. While not quite as fortunate as our design brethren, name developers do have several Constructions to work with, including the real-word (e.g., Legend), the coined word (e.g., Camry), the composite word (e.g., Land Cruiser), and even alpha-numerics (e.g., A6). Domestic namers may also consider the non-English word a recognized construction (e.g., Paseo).
METAPHOR (AVAILABLE ONLY ON SELECT MODELS)
Not all brand names come equipped with a Metaphor, but many of the best vehicles possess one. The Metaphor is a symbolic representation of the Messaging, and it can be a real head-turner. It’s not always engineered into the vehicle because it does require a little more thought and naming expertise, but names equipped with Metaphor are often the most sophisticated and sturdy names on the road. Just some examples of names that come equipped with Metaphor are the Ford Mustang, the Honda Prelude, and the Chevy Corvette.
MESSAGING
The core idea or ideas communicated by your name. Not to be confused with the Metaphor (available on select models), the Messaging is usually the most important concept that your brand name conveys. Fast, Comfortable, Luxurious, Adventurous, Environmentally-Friendly, Quiet. These are all examples of Messaging communicated by numerous car brand names. Some brand names come equipped with very overt Messaging, such as the Toyota Comfort (interestingly, 90% of all taxis in Hong Kong are Toyota Comforts) while others boast more suggestive Messaging, such as the Honda Passport. Still others come standard with more abstract Messaging, such as the Volkswagen Touareg.
Next week: How to Change A Flat Name
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