creating names that communicate

Photo Credit: Sunnews

Source: 63 “Killer” Marketing Strategies
Written by: Dan S. Kennedy

I believe that the name of a business, product, service or offer should communicate what it is or does. Why make it tough on the customer? I drive past businesses with names that could be restaurants or could be gift stores or could be God-knows-what. How can this possibly help business?

The people at Marriott are generally pretty sharp, but whoever conned them into changing the name of the Big Boy Restaurants to JB’s Restaurants should be shot. All those years and dollars building that name and character identification thrown away in favour of a “nothing name”. This is a big, big mistake. A much better move: “Marriott’s Big Boy Family Restaurants”. Keeps the established ID, adds the quality Marriott name, adds “Family” to imply meals, not just sandwiches.

You’ve got to think very carefully about product, service, offer, publication and business names. They should earn their keep. They should add something to the marketing process, not detract from it.

EverReady is a much better name for a battery than Ray-O-Vac.

Obviously, you can point to exceptions. After all, “McDonalds” could be just about anything, couldn’t it? Yes, but first remember that Ray inherited that name, he didn’t choose it or create it. Second, do you really want to make their kind of investment in creating name recognition?

Principle #8: Choose a name that makes a positive contribution to the marketing process.

March 3, 1989

Even the biggest and the best can be stupid. The Ma Company Department Store chain, having acquired our Arizona Goldwaters stores, has announced it will change the chain’s name from Goldwaters to Robinsons.

Is this smart?

Consider: the Goldwaters chain was created and built in Arizona by the famous Goldwater family, best known nationally for the crusty Senator Barry Goldwater. The name in Arizona is as old as Arizona. Specific to the stores, it is generally regarded as the highest quality or, if you will, elite department store. Millions and millions of dollars of cumulative advertising has built this name. Free publicity occurs every time Barry makes news, which he still does with regularity.

Presumably, the decision to change the name is motivated by a desire to connect with the strong West Coast identity of Robinsons.

Given all that, what would you do?

Well, the one thing I definitely would not do is abandon the Goldwater name.

I might call it: The New Goldwaters’. Or I might call it: Goldwaters & Robinsons. Or: Robinsons & Goldwaters.

Note: Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of marketing hype and enriches those who act on his advice.