Is Crate & Barrel a good name for an upscale home furnishings store?
Does it bother you that Pottery Barn has no pottery for sale and that their stores look nothing like a barn?
In my experience, one of the most frustrating experiences one can have in business is to go through a naming exercise for a new product or service.
I worked on developing a new specialty store concept several years ago and during the search for its name, our CEO came into my office virtually every day to either throw out some idea he came up with the night before (“what if we call it ‘Cool Stuff’?”) or to get my reaction to some existing store name that baffled him (“what’s up with Banana Republic?”).
Of course the issue is that so often we become obsessed with the name, rather than focusing our attention on building a brand. A name without a relevant, differentiated and compelling set of experiences, delivered consistently, over time, risks becoming just a meaningless description.
Now, experts in branding will tell you that there are qualities that make for better names–things like being unique, memorable, easy to pronounce, evocative, supportive of your positioning and the like. And, I certainly recommend that you incorporate this advice into your naming process. By now it’s clear that BlackBerry was a better choice than sticking with the product’s original more literal name PocketLink.
So go spend some time on finding a “good” name. But spend far more time and effort on creating and executing a great brand.
And if you need some inspiration, go do a Google search on your Apple.