In 2013, the ice cream powerhouse Haagen-Dazs released a commercial entitled “Even the Name Tastes Good.” The premise behind the short commercial was simple, as a series of actors slowly and seductively mouthed the name of the company’s new Limoncello Galato product.
During the commercial, only the actors mouths were visible, which left the onus of the marketing strategy squarely on the pronunciation of the product name: “Li-mon-chello.” On paper, “Limoncello” is a nondescript name that simply gives the Haagen-Dazs product its identity. When said aloud, however, the name takes on an entirely new connotation, one that is immediately transferred to the product. The sensuality of the name produces an emotional appeal that gives the product a life of its own.
A company’s name is often a very undervalued component. It should be, however, one of the most important. In fact, it’s far more than just a component; it is the foundation on which an entire business stands. This is especially true for Internet startups. With a bad name, a startup loses points on scales for credibility, legitimacy, influence, and even confidence. Understanding exactly what a business name is, how it functions, and the consequences of choosing a bad one will quickly set your business apart as a one that is accomplished and trusted.
The Google search world is changing rapidly. What was good SEO practice even a year ago has been replaced by new rules and guidelines. In order to stay relevant and successful, businesses must stay abreast of these changes and adjust their strategies accordingly. There is more to a domain name than meets the eye and Google has realized this.
If I asked you what the companies RadioShack and Kayak have in common, apart from their pleasant rhyme, what would you say? You likely would struggle to come up with a common attribute between an electronics company and a travel website. The biggest difference has nothing to do with their products; it involves their name. One company chose a name that although appropriate at the time, has now shackled them to an obsolete concept. The other company chose a timeless name that will allow them to grow and transform when required, a name that will continue to keep them at the top of their industry.
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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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