Bayerische Motoren Werke sells millions of products every day, yet few people recognize the German car manufacturer without the familiar “BMW” attached. The fact is, when it comes to business names, simplicity wins over complexity every time as people respond better to concepts that are easier to understand and remember. Processing fluency, or the ease with which something is processed, plays a critical role in how consumers understand, recall and use your business name. Here’s why optimizing fluency with a unique brandable name for your business is always a good strategy.
Until just very recently, the world’s most valuable brand was wrapped around a can of soda. To this day, Coca-Cola fans everywhere have a loyalty and a commitment that is unparalleled. How important is their name? Well, let’s see. Do you really think Coke would have enjoyed superstar status over the decades if they had decided to call their product “Brown Soft Drink”?
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Brandroot focuses only on content related to business naming. Before selecting the name of your venture it is important that you have a solid grasp of what you're in for.
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