The proper name is timeless, tireless, and easy to say and remember; it stands for something and facilitates brand extensions.
A great name’s sound has rhythm. It looks great in the text of an email and in the logo.
A well-chosen name is an essential brand asset and a 24/7 workhorse.
The right name captures the imagination and connects with the people you want to reach
A name is transmitted day in and day out, in conversations, emails, voicemails, websites, on the product, on business cards, and on presentations
Finding the right name that is legally available is a gargantuan challenge.
Naming requires a creative, disciplined, strategic approach
The brain acknowledges and remembers shapes first
Visual images can be remembered and recognized directly, while words must be decoded into meaning.
Shape: Reading is not necessary to identify shapes, but identifying shapes is necessary to read. The brain acknowledges distinctive shapes that make a faster imprint on memory.
Color: Second in the sequence of recognition. Color can trigger an emotion and evoke a brand association. Distinctive colors need to be chosen carefully, not only to build brand awareness but also to express differentiation.
Form: The brain takes more time to process language, so content is third in the sequence behind shape and color
