Archive for December, 2007

Free company naming help

Since very few branding firms dispense free naming advice, this blog entry should shoot to the top of Google quite easily for that search term. But this is a genuine offer… free business naming help for the aspiring entrepreneur, business start up or even Fortune 500 corporation. Simply post your question in the comment section below and I’ve review them and provide a response either here, or on our new branding show, The Name Game, on VoiceAmerica.com

This new show will be airing each Tuesday at noon EST (3pm PST) beginning January 8th, 2008. You can listen to it online by going to VoiceAmerica.com and clicking on the VoiceAmerica Business Channel. It should also be available on archive, in case you miss it. So if you are struggling with some aspect of naming, (i.e. how to name a company, the best methods, best strategies, things to avoid, etc.) just leave your questions/comments here and I’ll do my best to answer them online or “on air.”

You’ll also have the opportunity to hear from industry experts on domain name issues, trademark issues, corporate identity and branding strategies. I’ll have more info on each week’s topics and featured guests as the dates approach. Meanwhile, if you have a question or concern about branding, I’ll do what I can to help… just name it!

Update: I now have a link to the archived podcasts of the show. We have everything on there from “How to name your internet based company” to trademark issues to naming strategies. So sit back and take a listen and see what you can pick up that might spark a creative flash of brilliance!

http://www.modavox.com/voiceamericacms/Host/RSSFeed_437.XML

If you do come up with a great name, let me know!

Update: 05/02/08 Since I’ve gotten so many posting and interest in this subject, and I can’t reply to all of them, make sure to visit and read the “how-to” naming articles I have posted on the bottom of our home page at PureTungsten.com. There are about 20 branding articles on everything from company naming to finding the perfect domain name. Also, under “Resources” you’ll find a number of pre-recorded Podcasts that we’ve archived. So take a read or take a listen, and get that perfect company or product brand name!

A company naming autopsy, CompUSA to close stores

Can a great brand name make a company successful by itself? Of course not, but can a poor name contribute to the slow and gradual death of a once formidable business… yes. And case in point is yesterday’s announcement of the closing of CompUSA stores. In this one name we can see two basic business naming mistakes…

1. Being product specific (computers)
2. Being geographically specific (the United States)

This type of company name can work if your core product never changes and your market never grows. But in the case of CompUSA, competition increased in computer sales while prices continually dropped. Ironically, one of the companies that bit into their business was Best Buy. Best Buy’s name, however, is based on a key attribute, delivering low priced merchandise. So their core products can change and evolve over time, as long as they remain competitively priced. CompUSA has the same problem as Books-A-Million. You are pretty much stuck with what you start with. Imagine forty years ago naming a company TypewritersAmerica or 8 Track Nation. As silly as that sounds, that’s what so many companies are doing when they chose literal, product specific names.

The geography issue is another stumbling block. I don’t know if CompUSA ever had plans to go into Canada or Mexico, but the name would seem to indicate otherwise. What makes it even more interesting, is that as a privately held company, CompUSA is controlled by a Mexican financier. So having both product and geographic identifiers in the name can prove very limiting.

Granted, some companies survive so long, that they overcome this potential company killing mistake. One example would be Radio Shack. Obviously the name has come to mean more than radios, and though not flattering, the word “Shack” has been tolerated by their faithful. But these are the exceptions and not the rule. Business has enough challenges without self created impediments. When choosing a business name, choose wisely. Select a name that can serve you ten to fifteen years down the road.

Meanwhile, avoid the urge to start a business named MP3USA.

Branding 2.0 - A conversation with social media expert Paul Gillin

I just finished listening in on a webinar with Paul Gillin, author of the book “The New Influencers.” I have to give credit to any one who has the mental tenacity to tackle the multi-headed hydra of new media. In one compact hour presentation, Paul took listeners on a whirlwind tour of how social media can both make and break your company/brand/products. This is one of those emerging areas that deserves a lot of attention. Future brands will continue to be built or toppled depending on how they respond to the shift in power from top down messaging to more open, engaged customer centric conversations.

Paul highlighted in his slide show presentation where one frustrated AOL user blogged about his poor customer service experience, and went from virtual obscurity to the national spotlight in a matter of days — even being interviewed on network news and other mainstream media. Paul also shared how to use social media to your advantage, leveraging consumer feedback as a means of inexpensive, “outsourced” R&D and/or focus groups for your products and services.

Another helpful tip was how you could use Google Alerts and other services to track what customers are saying and commenting about your company. So here’s the test… let’s see if Paul finds this blog comment and comments on it! Would that qualify as “link bait?”

“The New Influencers” are very likely shaping the values and opinions about your present business, and will continue to do so even more in the future. Look to take advantage of these marketing tools, resources and opportunities as they continue to solidify and strengthen.