Blog
What’s in a Name? A Whole Lot, Actually!
When Shakespeare tossed out the phrase “What’s in a name?” in Romeo and Juliet, he probably didn’t realize he was launching a debate that would echo through the ages—especially in the mercurial world of business! Fast forward a few centuries, and brand names are often the first thing a buyer encounters. They’re like the friendly smile that draws you in, but let’s be real: they can’t do all the heavy lifting alone.
A killer brand name is just one cog in the branding machine. It teams up with eye-catching logos, engaging collateral, a relatable tone of voice, and word-of-mouth buzz to create a brand that resonates. But how often do we pause to ponder the story behind a name? Rarely, if ever. So, let’s dive into some naming conventions and explore the fascinating stories behind a few well-known brands—and some not-so-well-known ones!
The Balancing Act of Naming
Choosing a name is a crucial step in your branding journey. It can boost recognition, build loyalty, and help you stand out in a crowded marketplace.
As Netflix co-founder Marc Randolph puts it: “Picking a name is incredibly difficult. You need something catchy, something that rolls off the tongue and sticks in the memory. One or two syllables are best. Too many syllables and people will forget it, but too few, and it might not make an impression.” Sounds easy, right? Guess not.
Embracing Change
Startups have the luxury of a blank canvas when naming their brands, but existing businesses might feel the itch for a rebrand—perhaps due to a merger or a shift in focus. Think of it as an exciting opportunity to refresh your identity!
Ever heard of Burbn, Backrub, or Kibble? Probably not! But they were once the quirky names for Instagram, Google, and Netflix, respectively. Their original names may have sounded like characters from a bad sitcom, but now they’re part of our everyday vocabulary.
Descriptive vs. Fanciful
Take “Archies,” for example, many are familiar with in India. Say the name, and bingo! You instantly think of greeting cards and gifts. But did you know the name has nothing to do with their products? It’s inspired by a beloved American comic character! It’s punchy, fun, and oh-so-memorable.
On the flip side, names like makemytrip.com and yatra.com get straight to the point. They tell you exactly what to expect—no mystery here! While they may not be the most creative, they certainly get the job done.
The Perfect Match: Acronyms and Portmanteaus
Acronyms are a popular naming strategy, and BMW is a classic example. For those not in the know, it stands for Bayerische Motoren Werke, or “Bavarian Motor Works.” It’s like a secret club for car enthusiasts!
Then there are portmanteaus—names that blend two words into one. Think “PayPal.” It combines “Pay” and “Pal,” creating a friendly vibe around financial transactions. You see similar magic with names like Snapchat and Facebook. And let’s not forget Pinterest, which melds “Pin” and “Interest.” It’s a mash-up of creativity and clarity!
Drawing from the ancient past
Some brand names draw inspiration from mythology and ancient languages. Nike, for instance, is named after the Greek goddess of victory. Pretty empowering, right?
Sony’s name has an intriguing backstory too. It’s a blend of the Latin word for sound, “Sonus,” and the Japanese term for young boys—essentially calling themselves the “sonny brothers.” Cute and clever!
Local Flavor with Global Reach
Global brands often draw from local languages to create names that resonate worldwide. For example, Hyundai means “modernity,” and Samsung combines “three” and “star,” symbolizing something big and powerful. Lego, the beloved toy brand, comes from the Danish phrase leg godt, which means “play well.” Simple, yet effective!
While these names might click abroad, they require hefty marketing investments to embed their meanings. Without that, they risk becoming just another name lost in translation.
Mistakes can be magic
Sometimes, a blunder leads to brilliance! Take Google, for example. The name originated from a brainstorming session at Stanford University. One student suggested “googolplex”—a super fancy term for a giant number. But when it was accidentally misspelled, Google was born! Proof that sometimes the best ideas come from happy accidents.
The Road to naming success
Finding the perfect name is not a sprint; it’s a marathon. Developing a memorable, distinctive, and emotionally appealing brand name is crucial yet challenging. You’ll need to think about the space you want to occupy, the image you want to convey, and how creatively you can express it in a name.
Remember, inspiration can strike from the most unexpected places. So keep your eyes peeled and your creativity flowing—you never know when the perfect name will come knocking!
Share
Don't Miss A Bit
Sign up to receive our latest insights.
Other Articles
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
This will close in 0 seconds