How a Mess of a Name Got Me to Buy the Product

How a Mess of a Name Got Me to Buy the Product

I admit it. It was the name of this product that got my attention and compelled me to open the freezer case to read the package. It wasn’t just the promise of an easy, delicious meal, though. It was the utter approachability of the name. This kind of name...
Shredded Names from Outdoor Brands

Shredded Names from Outdoor Brands

Naming is hard—and if you don’t know how to evaluate a name, it can also be extremely subjective. That’s how global sports marketers can end up with product names like Arakys, Rarig, Alligare and Repko. (See “Why Your North Face Jacket is Called a...
Renaming Helps Open the Door to Success

Renaming Helps Open the Door to Success

In 2013, entrepreneur Jamie Siminoff pitched his idea for a smart doorbell to Shark Tank as the “DoorBot.” The one shark who showed any interest made a low-ball offer that Siminoff rejected. Today, Amazon announced that it had purchased the company —...
Naming Lessons from “This Is Us”

Naming Lessons from “This Is Us”

(SPOILER ALERT) Almost 50 years ago, Rival Manufacturing acquired a new product design: an electric crock, which they unimaginatively named the Crock-Pot. As descriptive names tend to do, “Crock-Pot” became the go-to word for all similar products, even...