Wednesday, November 21, 2012
Tuesday, November 20, 2012
Just ask the folks at the Big Ten Conference.
With yesterday's announcement they will soon have 14 teams. So now it appears that these fine institutions of higher learning – including my alma mater – don't understand basic arithmetic.
The best names are evergreen. They are built upon larger things like vision, values, or elements of the brand's heritage that will not change, like Ford, Visa and Nike. Or choose a name that has no inherent meaning or no relationship to the product, then make it meaningful over time through their association with the products and your marketing, like Lexus, Apple and Google.
Between trying to come up with a name that's both trademarkable and dotcommable, the process is harder than ever. Don't make it harder on yourself by having to do it again in a few years when your product inevitably changes.