Name Awards Professional Commentary on Company Names, Product Brands and Business Names

Category Archives: Creative Resources

SKYY is a great name, and it is not for cloud computing

Yesterday I was asking over on Brighter Naming where all the vowels had gone as I surveyed a lot of startup and popular mobile products and services. And, of course, the letter Y is the hybrid letter of our alphabet. Sometimes a vowel, sometimes a consonant. Add to that, we pronounce Sky, Skye and Skyy all the same, not making it easy for foreign English students at all.

drinks naming, branding alcohol Skyy could have been a great name for some cloud computing application or environment, but rather this smooth vodka may be helping some programmer do his or her cloud computing Python or Ruby on Rails dance. Interestingly enough – maybe even mind blowing – Skyy is a fairly recent San Francisco startup, just like many cloud and social media companies.

“SKYY began in 1992 the same way as most things in San Francisco — a tiny startup based on the vision of one entrepreneur and his dream to make something better. In this case, exceptionally smooth vodka. It was this exceptional smoothness that has made SKYY the leading domestic premium vodka in the U.S.”

Where the name came from, I have no idea, but I do like how they play up the twinning aspect in some of their marketing and social media dealings.

 
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FIFA shows how to properly use taglines

Well today the 2014 World Cup tournament is over and we have to wait another four years for this ultimate sports spectacular. Brazil did a great job of hosting the event, and FIFA did a great job of capturing that Brazilian spirit in all their promotional and communications materials. Did you notice how they used a particularly Brazilian tagline/slogan, in addition to Brazilian color, fonts and imagery?

Proper slogan and tagline for companies and events

Now FIFA is a big international operation, based in Switzerland but using its French initials as they are the catchiest. They are not about to change their name for the 2018 competition. But will they change the tagline for Russia? Of course they will. In fact they have already announced it will be “Ready to Inspire”.

And that is one of the beauties of taglines and slogans. They can easily be used and changed as needed every few years without changing the company or organization name at all. For major events like the World Cup they even trademark them, though that is not always needed.

Do take care, however, to carefully match up the slogan with the company or product name. In this case, everyone knows the World Cup, so the slogans are all inspirational. But when you are starting your new company or product line you may want something more descriptive or positional to help your initial launch.

 
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Damn Damballa name bugs me

Software security and consulting naming and brandingWhen I run naming projects, I always like to be fully aware of the company or founders’ personality traits. They usually don’t know this of course, but it shows up in the names they select. Now if you are going to be the company that figuratively (and sometimes literally) puts up a dam wall to keep out malware invasions on the corporate internet, then being the gatekeeper bad guy and naming your company Damballa might be appropriate. For the rest of this, such a name must surely be a heavy burden to bear at work unless you are a he-man, tough commando type guy.

But it sure isn’t my personality, regardless of what field I am currently working in. It just has such a negative feel for me…. at best a military sounding name.   And to be picky as a linguist, do you see that it also reads   damb alla     (where damb rhymes with lamb)? Oh no.

On the other hand, the company seems to be doing very well and one of only two leaders in this field. So a great example of the naming doesn’t always matter. After all, it is just short hand for the brand promise and at the end of the day, customers think of the experience they were implicitly promised and simply use the name to describe that interaction.

© 2013 – All rights reserved – www.BrighterNaming.com

Twilio name tries too hard.

When I first heard of this company, it was the name that caught my attention. That in turn made me concentrate hard to try to understand what they did. In due course I realized the potential of their tool kits and am happy to say it looks like they are really thriving well. Which brings me back to what they do and about that name and logo:

software tools naming, branding new software companies

Probably a more appropriate name for them would have been Twitter.  But if you take tweets and talks and quills and I/O and stir with the right will to succeed, you get Twilio. All in all, a clever name once you get it – but I shudder to think how most Asians will pronounce it.

But now do you understand the logo?  And what about that font they are using for their own name on the website? Even before my blogging software shrinks it a bit here, the i’s and l’s were morphing into each other. You know someone got the font style guide wrong whenever the corporate name itself is the first item to suffer on the web.

 

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X marks the spot – but it is not a name!

FlamingX

Image copyright FanPop

Often I write about naming trends here rather than about bestowing an award on any specific name, and today this lousy trend really has me hot under the collar.

  • Microsoft has the XBox.
  • IBM now has a line of X servers.
  • Xfinity from AT&T (or is it Comcast since they are undifferentiated) has the X1 platform.

Three megabig players who couldn’t find a name between them. So they use an X instead. Reminds me of the poor illiterate person who signs a form with an X.

Yes, I know there are a lot of internal politics surrounding a name choice, not to mention a lot of legal issues too. But you all have good marketing teams. Surely someone with a sense of branding and only a $5,000 spending authorization level can pick up the phone and call a naming consultant or agency to develop a unique name. Maybe not every exec will like the unique new name, but you can just X them off the list.

PS And then give your graphics designers something to work with too!

© 2013 – All rights reserved – www.BrighterNaming.com

Our take on the new e-currency Kwaba name

With all the news breaking about Alibaba’s impending big Chinese IPO, I was reminded of the name Kwaba, a planned new online currency and payment system. If these two companies had a connection that would be great, otherwise they both have interesting naming stories.

First of all, Alibaba is Chinese based and a colleague in Hong Kong that tracks these matters diligently says they are showing no signs of switching to, or adding, Chinese language domain names or portals over and above what they presently have. Of course, as the trading system between Asia and the world, they have to consider the world side. Plus they are also becoming a major player in Africa/World and other trade routes.

What western kid doesn’t know and love the story of Ali Baba and his magic phrase “Open Sesame“. I am just surprised that it is popular and known in the east too. But more power to them – it is magical and memorable. Since Alibaba Group Holdings, a Cayman Islands company that owns the business, has registered the trademark, I assume the old book and movie rights expired.

On the flip side of the coin we have a name so new no one knows it yet. The owners see Kwaba as a purely phonetic word that they can brand to be the next important digital currency. And yes, to most it is a purely phonetic word.  But even then, we are human and naturally strive to associate every name with something, if nothing else but to have a hook in our memory for  recall. As a result this style of branding has mostly been left to the big boys, like back in the days of Kodak, Exxon, Kinkos, etc.  Good sounding, meaningless words with sticky consonants for sharp recall.

kwabaOnly time and execution will tell if the Kwaba name works. No problem at all for youngsters immersed in modern online gaming worlds with their own complete vocabularies. Also no problem for anyone with a knowledge of Africa words as it has a common African language construction (one of the few places you see “kw” like the kwagga animal). For many others, they may think you are saying quaba just like kwik spells quick phonetically.
Certainly this name will go down better in England and English colonial countries where they use a softer a, as do most European languages. In America the a might get loud so the name sounds more like crab a and that would be very problematic.

Pity they couldn’t get their hands on the name Kwando instead…  just as abstract, although it has an implied Can Do, and a famous Kwando, kwando, kwando musical piece to go with it (or is it Quando, quando, quando?).

Caution: Just because a domain registrar or broker or trader rates a name premium, doesn’t mean it is a premium name at all – except if such listing helps them get an exorbitant fee for a pedantic name they can barely give away in a normal marketplace.

© 2013 – All rights reserved – www.BrighterNaming.com

Mooskys is a Great Name for Food Snack featuring Mickey Mouse

Packaged food naming firm, snack brand naming consultant, food naming guruJust when I was thinking about new food and packaged goods names for the current season, my partner in Europe sends me the attached photo from Spain. How could I resist not rating it for a three star award. What a corny name for a corn snack product!

Since Mickey D’s is street slang for McDonalds, a different name is needed for Mickey Mouse products, and what could be better on an international branding stage than Mooskys?

The interesting point is that this product’s trademark is properly registered with the OHIM database for E.U. trademarks, but is not registered in the USA, which is obviously the home of Disney Corp whose name and characters are so prominent on the packaging. In fact, this is not a Disney product at all! It is produced and licensed by a Spanish food manufacturer – presumably with a trademark name and character licensing agreement from Disney.

Now for you students of trademarks, what if I make a meat snack product from Canadian moose meat, say, and call it Mooskys in the USA? Am I safe and clear or tempting the wrath of Mickey and Pluto’s giant legal machine?

In the meantime, the domains Mooskys.com, Mooskys.es and others are available though I am not going to go there. However, Moosky.com is listed as for sale – though some services are calling it MooSky! Does that mean or imply heavenly milk?

© 2013 – All rights reserved – www.BrighterNaming.com

Styligion May be Trying Too Hard to be a Sexy Name

StyligionLogoIt is the middle of the night as I write this little commentary, but I am not sure the light of day is going to shine any brighter light on the strange name of Styligion. I don’t even know how to pronounce it.  Still or Style or Styl Igion or Stylig ion or ???

From the pretty and sexy models in their ads and articles I assume they are starting to get traction and the site is working. I know there is a shortage of creative and available names, but I think this one is trying too hard. I can even argue it works better for  styles of religion, rather than for religious fanaticism about styles or Sylvester Stallone.

Some modern fashion styles are way out there, even for this non-expert fashionisto who often likes wild and different crazy new fashions. Often they are an initial shock. Maybe this name will prove it was in the same category over time, and we will get used to it. But it sure will be an uphill battle without a lot of money or exposure.

 

© 2013 – All rights reserved – www.BrighterNaming.com

Infragistics Name wins Award for Being so Awkward

At the recent Silicon Valley Code Camp, Infragistics provided the registration lanInfragisticsToggleyards as shown in the photo here. The novel idea of a zipper wasn’t obvious to all of us at the first go around. More importantly, we saluted them for doing such sponsorship because their marketing team have a daily problem promoting anything with such an awkward name. I am sure they picked the name because they thought it was descriptive of what they do – but it can’t be that descriptive if they still needed a descriptive tagline: Design / Develop / Experience.

This reminds me a lot of the companies that tried to use the word Intranet to emphasize what they were involved in. Sure this is a valid technical word. Doesn’t mean it works in naming. Any linguist can explain to you why it is so awkward and not even close to being on a par with Internet. Oh the joys of the English language. A small subtle change can have a major effect – especially on brand names.

InfragisticsLogoWhy couldn’t they just have chosen examples like Fragistics or Infrastics instead? Still just names. A little more intellectual perhaps. A million times easier and shorter to brand.  AND as of this writing, the .com domain names are all clear and available.

 

© 2013 – All rights reserved – www.BrighterNaming.com

Raptr has my Raptor in Raptures

Oh how I do love to see a great name when I visit anywhere, and this is one I found in Silicon Valley earlier this week. Raptr is obviously a fun name for a social gaming site, but also a magic trick with languages when the abbreviation can be form two different words, both positive.

RaptrLogoAnd they didn’t stop there. A cool little logo makes all this so so much better than their old corporate name – the meaningless GXL Inc. And properly registered as a US Federal Trademark too.  I will be sending all my gaming friends over today – I am sure they will be in rapture playing with the little raptor.

 

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