Most companies want a great name. As they should! A name is the first and most elemental point of audience contact with a brand. In many respects, the name is the brand. It tells whatever big picture story a brand wants to tell. In short, everything a brand represents, does, or ever will do begins with its name. That’s why it’s vital to get it right.
Moreover, many of the most powerful brand names have evocative names. Names that map to and support the positioning of a brand metaphorically, rather than literally and linearly. Evocative names, by definition, escape the attention filter and demand to be noticed. They are creative; they defy expectations and don’t conform to industry norms.
[Read more…] about Embrace uncertainty: overcoming fear of creativity in naming and branding