A quarterly report on the strategies & tactics of naming, produced by
Rivkin & Associates LLC, a marketing and communications consultancy |
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Where Did “Twitter” and “Yahoo” Come From? |
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Ever wondered where the brand names Twitter and Yahoo came from? If you’re thinking there’s going to be a scientific or high-tech explanation, think again.
I... |
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7 Questions to Ask about Naming Rights for a Sports Team |
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| So the Charleston RiverDogs are offering naming rights to their new baseball stadium. Should you bite? Here are seven questions to ask about any deal with a sports team.
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Why "Dot-Anything" Is a Dumb Development |
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| Add to your favorite list of “useless things” the following: A truckload of overpriced, unnecessary and confusing new Internet domains. Meaning: dot-anything dot-you dot-can... |
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How Did “Apple Computer” Get Its Name? |
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| One of the many sidebars to media coverage of the death of Steve Jobs in October 2011 was an old question: Where did the name Apple Computer come from?
Lots of spec... |
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To Boldly Name Where No Man Has Named Before |
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| Ever yearned to reach out into the heavens – and name one of the world's most famous radio telescopes? The National Radio Astronomy Observatory is accepting ideas for a new n... |
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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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Who Wants to Have Dinner at Crappito’s? |
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| You want your restaurant name to stand out. We get it. We’re all for it. After all, there are 580,000 restaurants in America. There are 18,900 just in New York City’s five... |
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“Tenga” – A Name That Seems So Innocent |
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| It’s the name of an earth goddess who presides over social justice and fertility of the land. Tenga appears in Eastern European countries and among the Mossi people of ... |
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4 Do's and 1 Don't For Smarter Naming |
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| 1. Do go for quantity.
Nine of any ten names generated (by any method or means) fail to get through an availability screening. And this is not a new problem. When ... |
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What Would You Name the Phonograph? |
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| The year was 1877, and Thomas Edison unveiled his breakthrough phonograph device.
Before landing on that name, Edison and his colleagues considered dozens of potenti... |
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Consumers Prefer “Hospitals” over “Medical Centers” |
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| Do consumers prefer a “Hospital” over a “Medical Center,” or vice versa? According to our June 2011 survey of 1,000 American adults, the clear answer is: Hospital.
O... |
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Fads Inspire Product Names – and Baby Names, Too |
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Turns out that naming your baby can be just as faddish a process as naming a new product or service.
Fads in naming? We’ve lived through a bunch:
- TechnoBabble<...
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Legacy Brands: Q&A with Garland Pollard |
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| Ovaltine is reintroduced with new advertising but the same old orange jar. Sales of the century-old, malt-extract, milk flavoring powder doubled in the first 100 days... |
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Consumer Behavior: Q&A with Marshal Cohen |
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| In Buy Me!, his latest book, consumer behavior expert Marshal Cohen talks about how to retool your products and your marketing to one-up your competitors. Or as ... |
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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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