“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: http://www.namingnewsletter.com/word-collisions-are-the-odd-couples-of-naming

A cousin of this name-creation approach is the blending or compressing of two words into one new word.  Our everyday language is chock full of blended words:

  • “brunch” from breakfast + lunch.
  • “infomercial” from information + commercial.
  • “motel” from motor + hotel.
  • “smog” from smoke + fog.
  • “webinar” from web + seminar.

Netflix_LogoIn brand land are examples of well-known blended names such as Microsoft (software for microprocessors) and Netflix (flicks over the internet).

Blended names can be highly effective for two major reasons.  First, on a totally practical level, blended names are neologisms (coined words), and, as such, are much easier to register as trademarks than natural words.

Second, a blended name gives you the ability to evoke two or more concepts in a single new word.  For example:

  • frappuccinoAmtrak, for traveling America by track.
  • Frappuccino from Starbucks, merging the idea of an icy frappe with a cold cappuccino.
  • Groupon, for a group coupon.
  • Prevacid, for preventing acid.
  • Rolodex, a rolling index, which describes the original physical product itself, rather than its benefits.
  • Verizon, combining the Latin veritas for “truth” with horizon.

So over your next working brunch, add this versatile and creative technique to your arsenal of name-generating tools.


Posted in Tips and Tactics