A quarterly report on the strategies & tactics of naming, produced by
Rivkin & Associates LLC, a marketing and communications consultancy |
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YourName-dot-Whatever |
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Prepare for a messy new world of domain names in 2009.
ICANN, the little-known organization that oversees the Internet, plans to start selling the rights to anything from d... |
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You Can Differentiate Anything – Even Salt |
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| “There is no such thing as a commodity,” Harvard Business School guru Ted Levitt once opined. “All goods and services can be differentiated.”
Morton Salt proved that premi... |
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TRADEMARKS TUMBLE AS ECONOMY SWOONS |
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| As the economy swoons, companies are cutting back on marketing. For proof, just ask the U.S. Patent & Trademark Office, where the demand to register new brand names, logotypes... |
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Hospital Takes Heat over Stadium Naming Deal |
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| A nonprofit hospital in Indiana is taking heat after it agreed to pay big bucks for the naming rights at a local minor-league baseball stadium.
Parkview Health operates six... |
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It’s a Bird, it’s a Plane, it’s Azul |
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| One thing about creating a new company and running a contest to name it: You’re free to interpret the contest results any way you want.
JetBlue founder David Neeleman is s... |
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Getting Employees on Board with a Name Change |
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| So you’re changing your company name. The old Stafko Products Corporation is now Simplex Corporation. You’ve thought about Wall Street, your customers, your suppliers.
What... |
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LOOKALIKE, SOUNDALIKE MIX-UPS IN DRUG NAMES |
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| Are you taking the generic drug Clonidine for high blood pressure? Make sure you don’t leave the pharmacy with Klonopin, which is for seizures. Or Colchicine<... |
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A WINE THAT’S NAMED FOR – ITSELF? |
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| From the Sonoma wine region in California comes this pricey and well-regarded cabernet. “This wine's elegance and refinement starts with the lush entry and continues through t... |
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WHERE DID “APPLE” AND “TWITTER” COME FROM? |
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| Ever wondered where the brand names Apple and Twitter came from? For the best answers, go to the founders. And if you’re thinking there’s going to be a scientifi... |
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CLIPPING A NAME: A LITTLE OFF THE TOP, PLEASE |
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| Why squander four syllables on “advertisement” when “ad” conveys the same thought in one? That’s the motivation behind Clipping – the shortening of an existing word or term.
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Name Recognition Tops Taste Perception |
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| Brand names taste better. That’s the conclusion from a savvy study of peanut butter and consumer choice.
The details were first reported years ago in The Journal of Con... |
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Creation of New Names Slows Slightly |
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| The introduction of new names by U.S. companies has slowed slightly.
According to our 2004 survey, 81% of companies introduced a new name for a product, service, company or... |
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MULTILINGUAL SUITABILITY: Q&A WITH ELISABETE MIRANDA |
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| Estee Lauder was set to export its Country Mist makeup when country managers there pointed out that “mist” is slang for “manure.” Oops. The product was re-branded Co... |
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Trademark Trends: Q&A with Glenn Gundersen |
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| Trademark applications can be a crystal ball of branding. New applications provide a glimpse of the buzzwords and themes that marketers believe will appeal to tomorrow’s consu... |
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| The Making of a Name |
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| By Steve Rivkin & Fraser Sutherland |
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| The secrets of successful brand names— who makes them; why they’re made; and how they’re compiled, bought, sold, and protected |
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