Blog Archives

Behind the Scenes in Naming a New Stadium

It’s become part of the modern corporate marketing playbook:  Emblazoning your name on a professional team’s stadium or arena. But some deals just don’t seem to fit the mold.  Or as a cheeky headline in Bloomberg Businessweek asked: Why Would

Posted in Naming Strategies

Short and Sweet

If you’re an avid TV viewer, you may have noticed that one-word titles are much in vogue these days. New shows for the fall 2016 schedule include Bull, Divorce, Lucifer, Notorious, Shameless, Timeless and Westworld. Some returning favorites include Blindspot, Empire,

Posted in Tips and Tactics

A Star in Naming – from 1870

Good naming and good marketing weren’t invented yesterday. Consider the story of John K. Hogg, a manufacturer of soap in Frederick, Maryland.  Mr. Hogg had a concept for a special soap, so he applied for a trademark. Star Soap, he

Posted in Commentary

A Neologism for the Ages: Aspirin

Neologisms are nothing new.  Today’s flurry of offbeat and oddball coinages can obscure the fact that the practice of coining a new name is an old and proud tradition in commerce. Consider the name of what is perhaps the best-known

Posted in Commentary

Domain Names Surge to 314 Million

At least five million trademarks are registered around the world. Which makes it increasingly difficult to own that new brand name you covet. But that hurdle pales in comparison to going after a new URL. According to Verisign Inc., a

Posted in Surveys

Let the Public Vote? Be Careful What You Ask For

Should you encourage the public to vote on a new name? Consider this cautionary tale. A British nautical agency asked the citizenry to select a name for its new research vessel, and the winning name emerged as Boaty McBoatface. But

Posted in Public Relations

“Blending” Words into a New Name

Last month we wrote about “word collisions” – the unexpected juxtaposition of complete words to create a memorable name such as DreamWorks. See more at: A cousin of this name-creation approach is the blending or compressing of two words

Posted in Tips and Tactics

Word Collisions Are the “Odd Couples” Of Naming

Word collisions are unexpected juxtapositions of language that can create memorable names. Example: When you fly into Phoenix, you land at Sky Harbor airport. This unexpected name tells you it’s a safe place for “airships” to dock.    Example:  The Hollywood

Posted in Tips and Tactics

Repetition Makes Reputation

What makes some names more memorable than others? One answer can be found in the study of linguistics – especially how the structure of language affects us.  Consider the staying power of these names: Brooks Brothers. Chris-Craft.   Roto-Rooter. Repetition

Posted in Tips and Tactics

How Did “Oscar” Get His Name?

It’s Academy Award season, with Chris Rock hosting the show on Feb. 28. And this year, there is another “diversity” controversy hanging over the ceremony. There is even a little controversy – or at least, conflicting stories – over how

Posted in Commentary