These are names that map metaphorically, rather than literally, to the brand positioning. Evocative names rise above the goods and services being offered, and paint a bigger picture. The best of them tap into a deep reservoir of shared cultural knowledge, myth, story, imagery, association, legend and art, and usually work on multiple levels.
Nearly all the greatest brands that you are familiar with have evocative names. And in fact, the best of these names often have Descriptive, Invented and/or Experiential associations as well. In short, they work on so many levels they constantly surprise with new meaning and relevance.
The power of an evocative brand name
Evocative names are names that map to and support the positioning of a brand metaphorically, rather than literally and linearly. Evocative names, by definition, escape the brain’s attention filter and demand to be noticed. Many of the most memorable company, product, or service brands that we’re all familiar with have evocative names. Brands like Apple, Oracle, Amazon, Virgin, Patagonia, Tesla, and Caterpillar.
Evocative names rise above the level of the goods and services being offered, and paint a bigger picture. The best of them tap into a deep reservoir of shared cultural knowledge, myth, story, imagery, association, legend, and art, and usually work on multiple levels.
As a powerful bonus, evocative names can give you deep layers of meaning and history behind the name. Such names will help you tell a compelling story and empower your brand marketing efforts for years to come.