You guys probably know how I feel about the name Pfizer has given their COVID 19 vaccine, Comirnaty. In this video, I put it into a battle of the brands vs. Moderna’s vaccine name, Spikevax. Basically, I just wanted to kick Comirnaty’s ass one more time. It’s that bad.
Starbucks Does It Again?
It’s clear that Starbucks really caught lightning in a bottle with the seasonal drink favorite Pumpkin Spice Latte. We believe that there’s some special magic in that name that has contributed to its success. They have other fall drinks they bring out. This year they’ve introduced the Apple Crisp Macchiato.
IS YOUR NAME BRANDTRUE
There are a lot of things to keep in mind when choosing between names. We’ve always used an informal checklist of the most important considerations. Recently, we made it a FORMAL checklist and we use the acronym TRUE to remember the four critical elements (Transparency, Realness, Uniqueness, and Engagement).
Storm Naming
EVER WONDERED ABOUT STORM NAMING? Since we’re obsessed about naming, we find the details of how they name storms pretty interesting. Do you?
Real Fakes
How do you convey that something is a substitute, subverting nature, yet authentic, healthy and appetizing at the same time? It isn’t easy!!
Choosing Names Is Hard!
Choosing names is hard! There’s no two ways about it! Somehow, evaluating names causes people to be even more subjective than when evaluating other types of creative output, like ads, logos, or packaging.
Risk & Reward
Do you agree that eliminating all danger can eliminate the upside, too? We find this to be especially true with naming brands. Sometimes the very best names are the hardest to sell to management, because they go big; they’re edgy, quirky or daring in some way.
It’s A Little Bit Punny
How do you feel about puns? For brand naming, we think they work really, really hard because they make more connections in the brain. They’re also just delightful!
Different Types of Names
Want some ways to ensure that a brand name is working hard for you? Think about what it’s connecting to. A lot of brand namers get stuck in talking about word type. Is it a coined word or a compound word? Is it a concrete creation or is it abstract?
