by Devon | May 24, 2021 | Naming
A recent study published in the Journal of Marketing suggests that feminine-sounding brand names appeal more to customers than their male counterparts. Aside from actually using a woman’s name (i.e., Victoria’s Secret, Liz Claiborne, Vera Wang, etc.), what... by Devon | Dec 15, 2020 | Financial Advisor Renaming, Naming
A site for registered investment advisors (RIAs) recently featured an article on naming for financial advisors. In it, the author underscored the tendency of some practices to adopt names that are already being used by others. He noted that among the most successful... by Devon | Jul 2, 2019 | Branding Debacles, Naming
Kim Kardashian is abandoning the controversial name of her new line of shapewear. The New York Daily News has more on the story here. As the old saying goes, “The bigger they are, the harder they fall.” A highly visible company will get an earful about a... by Devon | Jun 12, 2019 | Branding Debacles, Naming
An edgy name can be highly effective at getting attention and sticking in a customer’s mind. But invariably, someone is going to complain about the name. That’s the nature of edge—it’s controversial. And these days, social media gives everyone a... 
by Devon | Feb 12, 2019 | Naming, Trademarks
When you’re thinking about naming your company, what’s on your Must-Have list? Common English word. Memorable. Connected to your brand promise, differentiator or offering. Easy to pronounce and spell. Short. Available for trademark. Seems reasonable—until... by Devon | Jan 31, 2019 | Naming
In Henry Ford’s day, brakes were brakes, and a steering wheel was a steering wheel. But not anymore. Now auto makers want their proprietary technology to seem superior to their competitors’, so they give it a brand name instead of labeling it generically.... 
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