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

Category Archives: Great Names

Absolutdata – Running from their own trademark application!

I am not a teetotaler (well not quite) nor a prude, but I still don’t like software companies named after alcohol drinks. Yes I know Blue Martini was successful for a while, but I never could bring myself to even investigate their offerings. Now along comes a new Silicon Valley startup striving to make a new mark – and of course they need a name. But why name it after not only a big brand in alcohol, but a big, big brand in all branding studies and textbooks.

AbsolutVodkaFor those of you who don’t know, Absolut – like in Vodka, was a struggling brand until in a master stroke of marketing, they pulled the products off the shelf, repackaged it in very unique bottles, raised the price and repositioned it as a premium drink. In addition, and no one has ever executed this quite as well as them ever, they started high end ads and PR where their bottles, and often only bottle outlines, started appearing floating in other images or just standing alone. Many of these images never even mentioned the word Vodka – and they weren’t about to tell you it was the same old formula as before. Just in case you have been living too long with your head in a laptop or cell phone, Absolut Vodka is one of the major brands of the western world today.

Sometimes when you purposefully misspell a word it frees up domain space. But that doesn’t mean it frees up trademark space, especially when it is pronounced the same and is “confusingly similar”. Why Absolute Data Group out of Australia but with worldwide offices, haven’t been after them I don’t know.

Interestingly, AbsolutData have never filed for a trademark on this version of their name ever, only for AD Absolutdata Intelligent Analytics. More interestingly, they have beat a hasty retreat from this trademark application, even filing their own express abandonment of application. You sure don’t see that often unless someone knows they are in trouble. Though Absolut Vodka is a very different product in a very different International Trademark Class, they have protested vigorously, even to the point of referencing the Australian software company.  I am not sure, but they may be trying to claim they are a Super Brand – and surely they are at this stage even though there is still no where to file for Super Brand status in most trademark registers.

Finally, Absolut Vodka is also used in packaging studies as one of the leaders in Vodka packaging – which is mostly about the bottle. Next time you are in the liquor aisle at your favorite store, notice how varied and creative all the vodka bottles are – better than most other alcohols and way better than wine or beer. The main reason for this (in the USA at least) is that vodka is so tightly regulated that there is very little difference in the taste from one to another.

© Copyright 2014 – All rights reserved – www.BrighterNaming.com

Listerine®. What a great timeless brand name.

When I was a kid, Listerine® dominated the mouthwash business. And they still do. Of course they have done steady advertising ever since they were founded, often educating the world about good dental hygiene.

Naming dental and medical productsIt struck me earlier this week that while Listerine is obviously a great name that just rolls off the tongue, I had no idea what it meant or where it came from. Some quick research has shed light on fact that it was actually named after Joseph Lister, who is better known as the father of sterilization of operating room instruments.

Thanks to their advertising and extensive promotions by dentists themselves, we all know the name is pronounced Lis ter een. Through the endless wonders of the English language, this give them a great new rhyming with their new product descriptor Ultraclean.

Such well formed names, with an associated brand that is properly managed, will live forever.

© Copyright 2014 – All rights reserved – www.BrighterNaming.com

One Product, Many Names

The other day I went to the hardware store and asked the young assistant for some Perspex. He looked at me like I was crazy until I explained I wanted some acrylic sheets – that plastic glass-like stuff. “Oh, you mean Plexiglass,” he said.

Of course, we were both right, since generic acrylic sheets are sold under a different number of brand names, including Lucite, Acrylite, Oroglas, Altuglas, Optix, Plaskolite, in addition to the Perspex and Plexiglass names. And it is very interesting to me how a brand name bestows such value and quality and descriptive marketing help on an almost generic product. Most of these brand names are from different manufacturers on different continents and gives them a way to distinguish their products. This results in a little brand name warfare, but that sure beats trying to compete in a fully generic component marketplace like plain window glass manufacturers do daily.

In other cases, you may need different names for a very similar line of products as you take them into different industries. In the plastics world, once again, it is not unusual for a product to have a scientific name, a house brand name, a special name for the medical industry, and another special name for the aircraft industry say. This lets you sell different ‘flavors’ (e.g. purity) of the same product at different price points and through different channels. More than that, these brands help differentiate, separate and preserve products and product handling properly within your own company. It sure beats people running around asking “did you mean -782 or -xx type?” when only suffixes spell out the subtle differences.

If you want to see all the history behind this very interesting product family, including brief discussions of the chemistry, see the Acrylic Glass page on Wikipedia.

© Copyright 2014 – All rights reserved – www.BrighterNaming.com

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.

 
© Copyright 2014 – 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

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

Late July is a great fresh packaged food name

I have been meaning to blog here for weeks but kept running into only bad names – and I have been reluctant to put my black hat on too many of them. Then this morning I was served in the bank by a lovely lady named April and was very tempted to ask her if her sisters were called May and June. Thereafter I went to the supermarket and found Late July new organic chips on an end cap shelf and I broke down and bought a bag as my treat of the week.

Whenever naming packaged food products I encourage customers to please think outside the bag. Doesn’t always work because they are so enamored by what they have concocted in the kitchen (or lab) they just want to describe it somehow. Others, like Nicole Dawes here, realize a new brand name, which will subsequently have many products or flavors, is really needed. Since she gets so many questions about the name, she has made up a great feel good story about that being the perfect time in summer for family relaxation. Well maybe, but the cynic in me wants to say, hang on, what about those people in mid winter in Australia? Or the people burning up in a long, hot summer in Phoenix?

LateJuly_Packaged_Food_NamesAnd, of course, the fact that her birthday is on July 31st is purely coincidental :) Anyway she has some great product names and packaging as you can see here.

I wonder if there is no vinegar in her sea salt flavored chips because her kids are a key part of the taste and flavor development process? This is my only disappointment since though her chips are all super healthy and have no sugar, all those carb heavy snacks turn to sugar fast in my diabetic system. And sour ingredients, like vinegar, mitigate the sweetness dramatically. I can even see the difference in my blood sugar readings. But the kick of vinegar is an adult taste unfortunately.  Hmm vinegar and sea salt… fond memories of fish and chips.

 

© 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

 

Crazy Casino Names

ChuckchansiLogoWill you go gamble in a local Indian casino if you can’t pronounce the name over the entrance? Of course you will.

In fact a real Indian name might even might add a nice touch of aura or mystique. Where do you feel you will be more lucky or have more fun – in the Table Mountain Casino or Chukchansi? I am still trying to believe that there really is an Indian tribal name Chuckchansi, the locals fondly nickname it Chuck and Nancy’s as they put another 10 coins in the slot machine.

GratonCasinoLogoSo I am forced to conclude the big new casino in Northern California will succeed despite its awkward name that grates on my nerves. I wonder what it’s nickname will be.

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