What's in a Name?

I was reading on Lexicon's website the other day and came across this interesting paragraph that changed my perception of names. If you're not familiar with Lexicon, they are a company that comes up with names for products and companies. They named the Blackberry, the Zune, Scion, Dasani and many, many other well-known products.

If you're thinking about naming or re-branding your company, this is for you.

"In 1969 while speaking at a small scientific conference, Sir Roger Penrose, a Cambridge physicist announced his discovery of what he called a 'gravitationally totally collapsed object.' The world yawned.

"Months later, he changed his description to a 'Black Hole' and the news of his discovery raced around the world. Today, the term Black Hole is a part of the world's working vocabulary.

"What is the difference between a 'gravitationally totally collapsed object'
and a 'Black Hole?'

"To us, everything.

"We can't understand, nor do we care about a collapsed object. But a Black Hole is something very different. It is provocative, intriguing, exciting, and conceptual. Most important, it is believable.

"If someone tells you that a name really doesn't matter, tell them about a Black Hole. Tell them that a name does matter."

Source: Lexicon

Comments

[Tara Roskell]

Interesting article. There is definately a lot of truth in it. If a product has an intersteing name you are far more likely to remember it and far more likely therefore to buy it if you require a product of that type. I have had to name products in the past and its really hard. You think of a name that sums it all up, and then google it and sure enough someone else will be using it, so its back to the drawing board again.

[Terry Hall - The Small Business Prophet(tm)]

Hi Rob,

I am smiling broadly. Every day I get the chance to translate between matters of the head 'gravitationally totally collapsed object' and matters of the heart 'black hole'.

So often we get trapped in our own reality, seeing the world from our own personal understanding that we forget that the world mostly yawns at us and what matters to us.

In my experience, the best way to 'Tell them that a name does matter' is to have a regular meditation practice that develops your Business Intuition. From an intuitive place, inspired thoughts abound and you will come up with your own 'black hole'.

Warmly,
Terry Hall - The Small Business Prophet(tm)

[Kevin Norman]

Very true. Folks that think a name doesn't matter are the same people that dress like dorks and think they're cool.

[Brandorama]

Wow - this is truly an interesting quote. It is all about symbolism and imagery. This links back to knowing your audience before trying to engage them. This is used thorughout design, branding and marketing.

The old quotes are always the best!

[apple-ec2link]

Good thinking - glad you brought that up. No, I agree, you would never frame something like that.

[SmartFolio]

well said, awsome website

[apple-ec2link]

I am smiling broadly. Every day I get the chance to translate between matters of the head 'gravitationally totally collapsed object' and matters of the heart 'black hole'.

[SmartFolio]

cool, i never knew that!!!

[suzzy]

If Name doesn't matter than why the companies re paying like Hell to maintain their NAME's reputation? Its all about first impression and if your name is 6 or 7 words long than nobody even cares to read it again. Here are some cool branding tips I found

http://www.logoblog.org/wordpress/category/branding-tips/

[web designer]

This is the truth we've almost doubled our sales with a simple name change. It's amazing

[web design company]

Excellent !
It will be definitely on my bookmarks list

[Susan Denby]

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[logo design]

I saw one website with all different kinds of design templates. It’s a stock photography site but has vector art and illustrations. Just use those keywords to narrow your search, and then use the great visual search tools to quickly find what you want.

You can check it out at http://xcavator.net/

[John Petrucci]

Good.. I really appreciate.

[Integritylance - Freelance Marketplace]

Great use of explaining the point. There really is a lot in a name

Any copywriter will vouch for that.It can mean the difference between grabbing peoples attention or letting them slip through your fingers.

Thanks for reminding us about that.