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Millions of entrepreneurs and thousands of account executives from
major ad agencies all over the world are losing their sleep these
days, most sleepwalking in search of new names with some extra "OO"s
to ride along with the success of Google's name.
During the day, they daydream about coming as close to this name
as possible. Copy, modify or steal, who cares, as long it as sounds
like Google. OOGLE, BOOGLE, FROOGLE, NOODLE, POODLE, CABOODLE, who
cares? Just leave the Google brand name alone.
Unfortunately, they seriously lack the basic skills necessary to
recognise The Three Golden Rules of Naming:
- Rule One: Do not hide under someone else's umbrella,
you will still get wet. Don't be a copycat. It is very bad to
copy or borrow from an established identity. A look-alike, sound-alike
name, resembling the personality of a powerful, established, legendary
name would be fruitless in the long run. Stay clear of legendary
names.
In the current battle with Froogle, Google has the full right
to challenge as the spelling of frugal was changed to appear like
Google's. Just like in the past, Apple, as in computers, faced
copycats called, Pineapple, Banana and Cherry, but all perished
in the copycat game. There were also Boohoos, UHOOs after Yahoo.
Creative agencies love to steal. That is why there are ALTIVA,
ALTIPA, AMTIVA, by the hundreds or ENGENT, PANGENT, and CANGENT.
Ever wonder why most cars, beer, banking, medicine commercials
are just the same? The corporations pay millions and do endless
research that is all wasted in the end, as the resulting names
or ads are always just the same. Surely, they are not all out
of new ideas -- or are they?
- Rule Two: Creativity is a spark of genius. Over-creativity
can cause fire and damage. Don't get too creative. Do not twist,
bend, stretch, exaggerate, corrupt or modify alpha-structures
to their extremes in naming. It might result in difficult, confusing,
unpronounceable and only silly names. Avoid overly creative solutions.
Studies have shown again and again that most ad commercials or
strange branding themes and names, which surely win top awards
from their peers, are simply shut out by customers. Next time,
just check the top 10 most-awarded campaigns and their related
sales performances. Here, raw creativity is rewarded whether it
rings clients' cash registers or not.
- Rule Three: Work locally, think globally and name universally.
Do not short-change. No matter how small or local the project,
think of the future and think of this small planet. A name is
only good when it is free and clear to travel around the globe,
without encountering translation problems or trademark conflicts.
Name for the universe. Ninety-five per cent of the corporate and
major product names will fail a test of global protection and
suitability. It is so easy to have a global name identity.
Clarity Needed
Global branding and rules of corporate branding in just about every
sector are faced with the massive proliferation and commoditisation
of leading brands. This factor alone demands clarity in the name identity
and a precise definition in the marketplace. Copying and stealing
famous names is the first step to a big failure.
Globalisation is at a serious crossroad. Nationalistic posturing is
demanding localisation of brands at a much faster rate. At the end
of the day, global corporate nomenclature is the most sought after
issue of any serious branding exercise. This process is not to be
confused with name branding exercises that are primarily looking at
global directories and stealing famous name ideas by changing a letter
or two, all in the name of big branding.
Creative agencies should pack up all gear, leave the success
of Google's name alone, and wake up and smell the coffee.
 Naseem
Javed, author Naming for Power and also Domain Wars,
is recognised as a world authority on global name identities and
domain issues. Javed founded ABC Namebank, a consultancy he established
a quarter century ago, and conducts executive workshops on image
and name identity issues. He can be contacted at njabc@njabc.com.
(The views expressed
here are those of the author and indiantelevision.com need not necessarily
subscribe to the same)
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