#@%&+?ƒ the Rules of Naming Brands

Hi,

I'm currently embroiled in an argument with an old style ad guy about naming a new company and product. He says we can't call the product a name that describes what it is. "It's against the rules!" he intones. Whose rules?

What about "Coca-Cola" for a cola drink originally made from cocoa when it was named. IBM was "International Business Machines" when it was launched. They were selling adding machines in many countries. "Microsoft" was a software company that aimed to focus on micro computers (later known as desktops and now laptops, etc.)

Here's a good reason to call your product a name that says what it is: your name is your most potent advertising vehicle. It will be seen by many people who won't know you. It will appear in phone listings and directories, on packages and boxes, on trucks, and in many other non-advertising surfaces. Places it has to be. It is your cheapest advertisement.

Old style ad guys think the world still burns old style ad budgets to build brands. That dream burst with the dot com bubble.

Cheers!

Michael Kiely