A quarterly report on the strategies & tactics of naming, produced by
Rivkin & Associates LLC, a marketing and communications consultancy |
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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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New Technology Names: Part Magic, Part Platform |
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There’s a certain amount of “magic” in new technologies, in the sense that consumers don’t completely understand what’s going on with products they covet.
- Do consum...
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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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Brandverbing: Do You Google? Do You FedEx? |
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| “Google it.” “Did you Xerox the report?” “Please FedEx that.”
Once upon a time, using a brand name as a verb was verboten. It was behavior that would have a trademark lawy... |
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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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“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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Say “Hallelujah” -- or Maybe Not |
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| Ahh, the perils and pitfalls of international branding.
Last year it was Russian energy giant Gazprom igniting a global firestorm of criticism when it announced a new joint... |
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The Power of the Plosive |
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| In the grand old comedy “The Sunshine Boys,” two aging vaudevillians are discussing comedy itself. One informs the other that words with K and P sounds are funny. Therefore, w... |
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Is There Anything Left in the Dictionary? |
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| Are there real words still waiting to be turned into names? You betcha – as long as you’re prepared to dig deep. If you only scratch the surface of a typical speaking vocabula... |
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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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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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Chinese Naming: Q&A with Andy Chuang |
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| Someday, China will be the biggest consumer market in the world. No wonder marketers are increasingly interested in Chinese naming.
With his training in classical and moder... |
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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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