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

Category Archives: Taglines / Slogans

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.

 

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

GoPro has Great Taglines to go with Great Name and Product

GoProLogoSlogan

Example of a great consumer product name and slogan.

Recently the founder of GoPro was quoted in Business Week as knowing he had arrived when a spectator yelled out at him: “GoPro, Be a Hero”. That was after seeing him careening across a bumpy field with his camera strapped to the handle bars of his off-road bicycle. Wow.

When loyal fans or followers know your slogan (as I will call this) you know you are doing a great marketing job. And for those execs who this past week asked me what is the purpose of a tagline or slogan, I give you this example. See how it ties in the product model name and notice how it is used on the website too.

Usually, in the USA, we properly call the company positioning or aspirational phrase the tagline, and an advertising or promotional phrase for company or product the slogan. Here though it might be the other way around, as GoPro also has these taglines on their home page:

 GoPro_Taglines

I have written about the GoPro name itself before but this company continues to amaze me. In the face of all that Japanese megabrand technology and competitors they managed to cut into the video market big time. Great product yes. But backed up with great marketing and partners in action like Red Bull.

Visit their homepage at www.GoPro.com and do nothing except watch and listen (best done when the boss is not around). Enjoy one of the greatest four minute action reels of video you will ever see. Now I defy you to not be interested in the product!

 

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

Elio is a great name for cool new little US car

EliocarWhen I look up Elio in Wikipedia, I get some Italian rock singer. When I look up Elio in a Google Search, most paths lead to Elio Motors, the exciting new 3 wheeler car company starting production as we speak in Louisiana.

Of course, by now I have learned that Elio is the last name of the founder, and not only some clever linguistic derivation of a three syllable word using only four letters of the alphabet. Paul Elio is taking some big hints from Elon Musk (of Tesla Motors fame), but on the other end of the automobile spectrum.

An impressive new car company deserves a great new name (done) plus a great new logo with witch to “badge” their designs. What do you think of their logo and tagline?

 

ElioLogo

Pretty good job I think, though if I want to be super-critical I could say the color scheme and sharp shapes of the E give it a slight Arabic origin look – but heck, most people won’t analyze it that carefully. Also, lots of what they say imply a “green” car, though they never come out and say that since it is a conventional gas powered car – albeit one that can go 600+miles on a 8 gallon tankful.

Stay tuned to see what model names (hopefully) rather than numbers they assign their first cute little family of three-wheelers.

 

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

 

Zulily is a great new name on an offensive welcome site

zulilyAfter all these years as a professional namer, and many years before that as an obsessed amateur, it is not often I find a new name style out there, but today I was surprised to read about Zulily, which is apparently a very popular site.

Firstly, if you are considering how to pronounce the name, realize that Zoolily.com also leads to Zulily.com. They also own Zululy.com but it does not go anywhere, and Zululi.com is held by some interloper from Canada who tries to catch their traffic. Luckily my faithful Ghostery ad blocking software stop their redirection of my browser.

In addition to their interesting name, the good news is they have a very specific tagline that helps position them to novices, and I am sure they are getting a lot of referral traffic, in addition to good publicity.  The bad news is I can’t tell you much more as they don’t let you view who they are and what they do without you first registering (though you can partially see the home page around their offensive sign in first box). And like anyone with online experience, you have to be nuts to join a site without first knowing what they are about – heck they could be another Romanian site collecting spam and personal data – so be very careful with any such sites.

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

AARP has a great new tagline

AarpLogoTaglineAs the big baby boom wave starts to hit retirement age in the USA, it is very appropriate that the biggest retirement organization (unfortunately with just another set of initials name) chooses to update its position and go for a great new tagline: Real Possibilities.

I love it when so much power is contained in so short a tagline, and always wonder how many hundreds of words and taglines they studied before coming up with the final winner. In addition, it is nice to see the writers and editors in their magazine also embracing the tagline and making numerous references to it and using it as a hook for a number of stories.

Some companies and organizations are just stuck with an old name or set of initials. A new logo doesn’t make much of a difference. But anyone can do a new tagline or slogan, and easily get it legally approved. Congratulations to AARP for showing us a great example.

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

Avigilon is a very awkward rotten name

avigilonLogoAs far as I can tell, Avigilon is a good company with a good hidef security product line that many retailers would love to have. But trying to be clever has made this name awkward. Why not simply Vigilon?

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

Leatherhead Originals is a great name for a small outfit

Sometimes it seems to me we over think all these clever company names, and then along comes a very small business that shows us how a basic, but unique name, can do the job so well.

LeatherheadOriginalsIf you are looking for a jaw dropping great affect from your friends and family at the next Medieval Faire, fancy dress or Halloween, then seriously consider a leather hat or mask (or in my case helmet) from Leatherhead Originals. Beautiful soft, lined and often recycled leather in many colors are the materials of choice for this master craftsman. Yes, quality costs money, but ignore the price, you are going to keep it forever.
Plus Josh’s tagline is simple and direct: Unique Leather Hats & Masks.

And if the name and tagline haven’t hooked you yet, see the illustration logo on his business card here. Wow. If he can make that, what can this master craftsman make for you? See a lot more of his work on Etsy now that you know his name.

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

Discover IT makes me want to scratch and itch.

DiscoverITWhen your name is relatively long, like in Discover, you surely do want a short second name for a product descriptor. But why something as lifeless as “it” unless you mean Information Technology – and we know that is not your game?

Imagine how much fun they could have with the word itch instead? Would solve everyone’s itch to go shop till they drop. Or at least something else with some character or image or motion or action or life or..

Great color, graphics and nice use of depth make for a good choice of imagery here. In fact, we may even get used to it (pun intended) especially if we ever see or know someone who actually has a Discover card.

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

Nicira is a nice name & properly used.

Since VMware is in the process of buying them, I thought it appropriate to quickly give Nicira a name award before the name disappears. I don’t know this company well, as I try to be less technical every day. Nor do I know what the name means. But isn’t it nice to find a new unique name that you can pronounce and when you search Bing for it, only that company comes up and not a big spew of unrelated garbage.
I have a feeling they made up Nicira from their founders names or initials somehow, but I could be way off base here. Doesn’t matter. More importantly, when you read their news and press releases, they are very diligent in always saying “Nicira, the network virtualization company, ….” So they directly positioned themselves every time with this tagline and claimed implicit industry leadership. Plus they help your recall of the name. You have a mental hook and association… to separate it from all those other techy names floating around your brain clouds.

Their investors must be very happy now they have been sold for $1.2 billion or so. Not a bad return on $50 mill or so and some very bright engineers. Hopefully VMWare can find a way to keep the name in use now that it has such industry traction.

 

© 2012 – All rights reserved – BrighterNaming.com

“It’s a naive domestic black frock without any breeding, but I think you’ll be amused by its presumption.”

At our sister blog, Brighter Products, we cover consumer goods ranging from fashion to wine, so we were excited when we spotted the news that researchers at the University of Western Australia had found a way to create clothing from wine and beer. The fabric is the end result of some processes that begin with “a skin-like rubbery layer covering a vat of wine that was contaminated with Acetobacter bacteria.”

What pushed this over into NameAward territory was the realization that, if they ever manage to get this going on a commercial scale, they’ll need a name and brand that will convince people to don clothes made from what could be described as an upscale cousin of pond scum.

Mysophobic..and proud of it!

We think these guys got off to a good start, by calling the new fabric Micro’be’. Funny punctuation is always a risky move in a name, but this one seems to cue pronunciation as “micro-bee” rather than “mike-robe”. It does at least start the process of imparting information about the provenance of this new product. Let’s face it: you really don’t want to be the guy at the returns counter when some trendies find out how this was made after they bought it. Looks like some similar thinking went into the slogan these characters have already cooked up: ‘Microbes à la mode’.

Some free marketing advice to our friends Down Under: this really will pose a challenge when you try to go mainstream and mass-market so we suggest “casting against type” for your celebrity endorser—figuring if Howie Mandel will wear it, anyone will. But there might not be enough Australian dollars in circulation to persuade the world’s most notorious mysophobe to slip into an outfit made of Micro’be’.

–Greg Marus