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

GoDaddy cuts through the noise.. and brings a smile to all

I have previously written posts about names that cut through the noise, but in the domain name registration space there is one that stands head and shoulders above the crowd. Here are some of the boring sounding ones:

Register.com
Network Solutions.com
Register Fly (that turned out to be a bit of a Fly by night)
RegNow
Registration Technologies
Domain Name
…and 50+ others starting with the word Domain!

godaddy.gifAnd then there is GoDaddy! I have seen staid business people literally do a double-take when this name is mentioned, either because of the shock of the name for a very serious and important business, or because they have seen some of GoDaddy’s fun marketing campaigns.. and don’t realize it is a business site, not a consumer one.

This name obviously did not come from the boardroom. What magic one man can do (Bob Parsons), with the right personality… even though he is backed up by a staff of thousands, all of whom understand the concept of customer service – with a smile. Go Daddy Go – even if you are already number one!

Web 2.0, Demo, TIE and Code Camp

When you are looking to market your event, isn’t it much easier with a catchy name? This week Online Market World was struggling in San Francisco – perhaps for many reasons. But when we have already had events like Web 2.0 Conference, Demo and TIE this year already in the Bay Area, perhaps it takes a catchy title to cut through the noise.

siliconvalleycodecamp.jpgAnd they don’t all have to be fancy registered or trademarked or protected names. Peter Kellner’s upcoming Code Camp is a great example of this. Mention that name around Silicon Valley and see all the .NET programmers, and many others, nodding their heads in unison. And talking about Web 2.0, the whole affair is coordinated via blogs.

Look up Athol Foden’s session (that is me) if you want to join our discussion on how to turn an idea into a product into a company.

The Geekipedia and Apple smackdown $$$ tab

Receiving my fat copy of Wired magazine nowadays is quite a joy since so many others have fallen by the wayside or become leaflet size. And their Geekipedia supplement this month shows how they really pay for that size through these great advertising vehicles, even when they give it such a wierd name. Of course, they are owned by Conde Nast publications who know a thing or two about attracting classy advertisers.

applesmackdown.jpgBut who are they trying to curry favor with when they rank Apple Corp (the Beetles record publishing company) as being smacked down by Apple Inc (who Think Different)? And conveniently forget that Apple Computers Inc (as it used to be) lost their trademark fight in UK High Court, and ended up paying $43 million for continued use of their name rights once they added music to their computers. On top of which, they lost the insurance claim too.. another $6 or $7 million (or more) in legal bills.

Apple is one of the megabrands of the world now, but the name rights alone cost it $50 million or so. Very interesting, especially when so many execs are reluctant to pay even $5,000 for their company name. Of course, a brand is a lot, lot more than a name. But as Al Ries and Jack Trout said a long time ago: “Your name is your primary weapon in the battle for the mind.

Time at last to shop victoriously

Taglines and slogans are part of the art and science of naming, so I thought it is about time we gave an award to a good new tagline. In case you have been on another planet, eBay has changed its tagline to Shop Victoriously. Not only is it a great tagline, it is also a great marketing slogan and general rallying cry. It is both descriptive and inspirational.

shopvictoriously.gifAnd a massive improvement over the old Whatever it is, you can get it on eBay. Oh how I love the power of the right two words… that rescue us from the boring, corporate, descriptive taglines of old.

PS Do you know that eBay’s original company name was WebAuction? See other Famous Name Changes too and learn how a less descriptive name is a better brand name in the long run.

Award to all namers who endure no-coined-name execs

camry.jpgToday’s award goes to all namers who have had to endure the raverizon_name.jpgnts and raves from corporate executives about how they hate us for making up coined names.

They saoreos_name.jpgy how they will never embrace such names – even as they drive down the street in their Camry’s, talking on their Verizonexxonlogo.gif phones, munching on some Oreos as they stop for Exxon gas, before heading over to Kinkos to send a Fedex parcel. Sigh.

fedexkinkos.jpg

Xobni is a backward name with some forward motion

While VentureBeat gave a good mention to Xobni’s presentation at the recent Tech Crunch 40 in San Francisco, more than one person has asked me about this name. In short, no -  it is not clever. Any name that has to continually be explained usually gets changed when they have some salespeople on the phones making 100 calls a day.

xobnilogo.jpgDon’t you think prospects will think they have backward salespeople if the first thing they hear is “Oh yes, that is our name, it is backwards for Inbox.” And when they do more than recover email, what then? Perhaps by then they will have raised enough money to pay a professional to get them a new name… and save as much the first month in squandered sales and marketing costs. Some people might even pronounce this name Sob Knee.

Reminds me of a friend’s email. Her name is fairly common, so she picked an email address where her name is spelled backwards. What a pain. No one gets it – or gets it right!

Plug and Play and pray for money with a cow piss name!

Yesterday’s Expo at the awfully named Plug and Play Tech Center had even the Mercury News commenting on some of the strange names making pitches for funding. If fact Scott Harris was reminded of his Dr. Seuss names when he saw companies like Moowee, Twiki and Planaroo.

In particular, he researched that the supposed root origins for Moowee are a little (wee) movie. Come on guys, any English 5th grader can tell you that Moowee is Cow Piss! This name rates a triple bomb… unless you have seen their logo which does a reasonable job of fixing a bad name. Imagine calling so bigger companies and explaining that you are from Moowee. Might work down on the farm though :) planaroo.jpg

I wonder what Planaroo is all about. Especially why are they at a tech conference. Their logo makes it look like they are in the baby-planning business.  Maybe it is biotech related.

vatorlogo.jpgIn the much better naming category, maybe even the really good category, we like Bambi Francisco’s Vator.tv, even though I was slow on the draw realizing it came from Elevator Pitches. The name style is very interesting, even though it is a simple truncation once you realize what they do. And I should know. I literally made a pitch in an elevator to get my first job out of college.

Will Palm show their hand?

With Palm politely announcing they are canceling their $10 million Follyo (I mean Foleo) it got me to thinking about their name and logo again. Doesn’t the name Palm seem a bit naked standalone, but powerful when coupled with a product name? In fact, that was the original idea for Palm Computing and the great name Palm Pilot. Of course, that was until Pilot Pens stood up and said “Hey wait a minute. That is our name and brand.”

logo_mypalm.gifSo today we have the Palm Treo instead. How come their hand only has 3 fingers? Are they slightly handicapped? But I’m OK, as you can see in the logo here, My Palm has 5 fingerprints.

palmslogo.jpg And shouldn’t they have named the company Palms? Especially for a high volume product they are trying to get into the hands of many consumers? Then the casino in Las Vegas could have been at Palm.com instead. After all, there is only one, even though it has a trio of leaves. Must be the same 3 fingered designer!

palmlogo.jpgWhile Palm was the first commercially successful PDA (Personal Device Assistant aka Pretty Darn Awkward) product company, somewhere along the line as they went through yet another management change, they came up with a new logo. In high resolution and properly rendered it has a nice orange 3D look. But what were/are they trying to tell us. Oranges grow on palm trees. No? Must be to caution investors. Not yet red, but not green either. And nothing to do with hands anymore.

A123 Systems – Superb technology.. any old name will do?

Many an executive has said (or at least thought) that any old name will do since they have such great technology or such a great solution, or even such a great sales force? But what happens when you grow up?

A123 Systems Name and LogoA123 Systems cut their teeth in lithium ion battery technology making batteries for RC Model cars. Then progressed to power tools. And now hybrid vehicles. The company is hot, hot, hot. (Hope the batteries are not!) So any old name will do. But really guys, A123 might work in the model car business. Isn’t it time for an adult name that doesn’t sound like you were just stuck and wanted to be at the front of the yellow pages?

Hint: Tesla has a great name, and they are also a hot startup. Maybe even your customer.

Hyundai is tough name.. but their model names are great

I have actually been approached by marketing students who have asked why Hyundai doesn’t change its name. Well, not so easy for an international auto company, especially where it takes so much time and money to build brand awareness. Plus no one wants to repeat one of the biggest naming mistakes of all time – when Datsun changed their name to Nissan to satisfy a few investors… and alienated a few million consumers and customers for years.

entourage.jpgBut at least Hyundai is using colorful and descriptive model names to cut through the noise of numbers and boring old names the other auto companies seem to be stuck on. In particular, my favorite of the week is Entourage. How appropriate for a minivan! Plus it has won more safety awards than any other minivan so your whole entourage can ride in the Entourage with confidence.