One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs with “Intel Inside.” This is a tricky and nuanced area of branding to get right, and to avoid brand dilution it is important to strike a balance and only name ingredients when it makes sense to turn them into powerful sub-brands. Don’t go on a naming spree just for the hell of it.
What is the Manifesto?
The Naming & Branding Manifesto is a live, ongoing exploration of Zinzin's philosophy of naming and branding, presented here with the latest Manifesto bites at the top.
Get the Manifesto PDF
On our Downloads page, you can get The Naming & Branding Manifesto PDF, which is in chronological order, or the standard naming guide, which includes The Manifesto.
5 Random Manifesti
The lesson of snowflakes is to never confuse structural uniqueness – the “genetic code” of an individual name, its unique sequence of letters – with semantic uniqueness, its “uniqueness of meaning.” Any name has meaning on some level – witness … »»»
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»
One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs with … »»»
We live in a culture with so many signals coming at us so quickly, that most messages, including brand names, just get buried in the avalanche of tweets, calls to action, toll-free numbers, friend requests, dinner conversations, infomercials, podcasts, IMs, … »»»
If your name is different for the sake of being different or extreme in any way just for the sake of being extreme, then it is doomed. The most powerful names are those that best support the brand positioning, no … »»»