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

Fly the rough (I mean rouge) skies of Canada

Naming Canadian new products, branding products in CanadaOK folks, some of you may be very fluent with French words or used to putting rouge something or other on your face. But for the less educated in worldly languages, and for those of us who speed read, do you really want to fly an airline that looks rough, or maybe even a rogue?

Will everyone know it is pronounced roooge and not a rhyming word with gouge?  Isn’t English fun? Will Canadians take to having their sacred red maple leaf flag and logo in a new shade?
I still meet a lot of people who don’t know that Montreal is the second biggest French speaking city in the world. But even I didn’t stop to think that Montreal is the Canadian airline capital. But so what? One hour after take off and they are out of French Canadian airspace!

naming german products, german product branding servicesI am told by reliable sources that chicken wings are often called Buffalo wings in the USA because they were invented in Buffalo New York.  Only took me about 20 years to learn this basic fact! So now will they be served on German Wings when they are up against Rouge?

Notice: German Wings, not Deutsch Flügeln even though it may take 3 or 4 hours of flying to be outside of Deutschland airspace.

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Hibu is a what? Web tools or Ikea furniture model or rare breed of husky?

Every so often in my search for great names to write about, especially when I can compliment them on thinking outside the cubicle box, I come across a name that just makes me shake my head and ask what were they thinking. Ironically I never even noticed the name at first as I was trying to deal with the visual  shock of their butterfly ads yelling at me in prominent business publications while I was researching free website creation tools (see associated article in BrighterProducts.com). Really. Who are they targeting? Kindergarten teachers? Or just kindergarten kids themselves?

web design names, website naming, free domain names, trademark checksYes, this is an ad for supposedly great website software development tools. Behind the scenes Yell (the old parent company name) is a big UK magazine publishing company, best known for producing  versions of the Yellow Pages directories after they acquired Yellow Book USA back in 1999. Since then they have been through many name and directional changes.  Along the way they developed a Trusted Places brand to make websites, as well as Moon Fruit, another web tools company.

Anyway, I still don’t know why their UK shareholders approved the name change to Hibu and I still don’t have a clue what it means though I am sure it will work well at Ikea for one of those complex assembly projects. Moreover, it is supposed to be written Hibü – but umlauts are not yet supported on the internet, so don’t write it properly if you want to find their www.hibu.com domain name home page. And no, they are not a German or Scandinavian company – they are UK based where all the computers and typewriters do not have the ü character.

Worse still the tragedy does not end with the name. Firstly, only their trial versions are free and then they are way more expensive than any local consultant could do with WordPress and give you a built in blog too. Why would I hire a website design company when their own site has font problems on Firefox and IE browsers? See the ugly text on their main menu. (I suspect, but I am not a real expert at this, they have used Google fonts, because it works fine there, but have forgotten to load them otherwise). And as for their claim it works on smart phones etc., you be the judge of that. It does not produce responsive code and I sure can’t read the menus at all on my iPhone without a magnifying glass. Furthermore, I drilled down to “Our Brand” to learn more about this name. It doesn’t explain it at all. And now I am lost and can’t get back to the webdesign home page. I quit, very much doubting they have a good SEO plan at all, but enough is enough.
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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?

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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.

 

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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.

 

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Makings of a fab trademark fight. What a waste.

JustFabLogoOver on Tech Crunch Catherine Shu has layed out the full dirty mess of the Fab.com vs JustFab.com trademark lawsuit and countersuits. Wouldn’t you be mad if you were an investor in either of these because they are wasting so much money on lawyers airing their dirty laundry in public?

Who will blink first?  Is that a bomb by the JustFab logo?

Ridiculous. Neither of these sites get a name award from us. Makes me wish they would all be thrown out as being generic names so neither can have a registered trademark. Come on guys, there is not such a worldwide shortage of names. Just a shortage of creativity.

As one simple example, Gilt is apparently cleaning up and selling out on everything they offer. So my advice is don’t get confused by which Fab is billing your credit card unexpectedly, shop at Gilt or some other real brand name site.

 

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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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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!

 

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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.

 

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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.

 

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