The Name Game
Welcome to this edition of M45 Momentum, a bi-monthly e-newsletter for the business community featuring tips, trends and trivia from the experts at M45 Marketing Services.
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Enter "naming" in Google and you'll get over 120 MILLION hits. Yikes! It is clearly a hot topic … and a big business.
This issue is dedicated to all things name related. From business names to canine callouts, from product labels to hurricane handles, a memorable moniker has the power to pack a potent punch. Read on to learn more about "The Name Game" … and think about what the "names" in your life communicate about you.  
VOTE:
Do you like your first name?
 
We've got the spirit!
When MALCOLM EATON Enterprises spoke with M45 about naming their new product, a soft-yet-strong bathroom tissue, we really got in the spirit of the project … literally. A not-for-profit agency that trains and employs people with developmental disabilities, the business was looking for a way to teach important job skills to their workforce as well as develop financial support that didn't rely on government grants or funding.
M45 was thrilled to be involved in this exciting initiative. Working with the staff, we identified a brand promise and carefully evaluated issues ranging from product differentiation to name recognition to packaging and merchandising. In the end, Spirit was chosen from three name "finalists" and today is being sold in regional supermarkets and retail outlets.
If you haven't guessed by now, Spirit is more than just a clever name. It honors the heart of each individual in the MALCOLM EATON organization. We wish them continued success!
Editor's note: In case you're wondering, MALCOLM EATON Enterprises was named in remembrance of its founder, Malcolm W. Eaton.
For more complete information on how we worked with this client, click here.
Or, check out Spirit tissue or MALCOLM EATON for more specifics on the company and its products. |
Is "your" business or product name really yours?
Every business wants the chance to rise above the rest, often by
 concocting a catchy name for itself or a product — something that will be memorable over time. But before you've made a final selection, it is wise to make sure you are not infringing on another company's trademark. In addition, you will want to protect your new name as a valuable piece of intellectual property that should not be misappropriated or misused by others.
To determine if the name of your business or new product is unique, a search of existing trademarks is the first step. You can try this yourself by going to the US Patent and Trademark Office and searching the file of pending and registered trademarks. After the search, review their helpful hints under "Where do I start" prior to filing a trademark application. If you need help, M45 has experienced pros that know the ropes and can help guide your efforts.
When (and if) your application is accepted and approved, you have protection that will prevent others from using the name for anything similar. Plus, you can also feel confident you are not infringing on another company's trademark. (For full trademark protection we recommend you consult your legal team.)
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"The right name is an advertisement in itself. "
-Claude C. Hopkins
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JULY 2006
 What's In A Name? |
A name is indeed important. Right or wrong, it creates strong associations, influences perceptions, and impacts self-esteem. Didn't like an Amy in 5th grade? Then you probably won't give your child that autograph. Hate your own handle? Chances are you use a nickname.
In business, branding genius turns product names into everyday vernacular - even though that's sometimes a double-edged sword. For example, how many times have you "genericized" the words 'Kleenex' or 'Xerox' instead of using 'tissue' or 'photocopy'? Both 'Kleenex' and 'Xerox' are now included in the dictionary and lower-case usage is noted in the definition, making them both harder to protect as trademarks, but also certainly indicative of their broad acceptance. Language is changed because of marketing savvy.
Do you have a business or new product to name? Don't take it lightly. If you get bogged down by endless details or baffled by all the gray areas through which you're trying to steer, ask M45 for help. We can:
- Develop a list of naming criteria based on your strategic goals and corporate identity
- If appropriate, introduce a nomenclature system to accommodate multiple products or product groups
- Use our creativity to develop a list of name options that will stand the test of time
- Research competitive names
- Navigate through trademark and/or copyright issues
- Set-up focus groups to test market acceptance
- Use public relations and advertising to gain name recognition and build brand awareness
- Suggest slogans and taglines to complement your brand
Take a peek at how M45 was named, or ponder the power of naming in the auto industry. Wondering how hurricanes are assigned names? Check out this link: www.nhc.noaa.gov/HAW2/english/basics/naming.shtml. |
That's my name, don't wear it out!
Do you have a "common" name? How your name was selected may have been because a relative, a religious or historical figure, an entertainer, or a sports star was a favorite of your parents. Over the last century, the most consistently popular names are:
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MALE |
FEMALE |
| 1. Michael |
1. Elizabeth |
| 2. Joseph |
2. Sarah |
| 3. John |
3. Mary |
| 4. James |
4. Anna |
| 5. William |
5. Katherine |
| 6. David |
6. Emily |
| 7. Daniel |
7. Rebecca |
| 8. Robert |
8. Maria |
| 9. Anthony |
9. Rachel |
| 10. Andrew |
10. Victoria |
Is your name on this list? Or were your parents more creative? For more fun facts about names, including anagrams, flashes in the pan, name translators and the most popular names from around the world, check the website Behind the Name.
From Fido to Coco
Love your furry or feathered companion? Then you might enjoy perusing some websites that feature interesting trivia on naming every creature from a fish to a ferret! Go to www.bowwow.com.au/ and www.petnamesworld.com.
Or, for a quick review of the "Top Twenty" current dog names, visit www.terrificpets.com/dog_names. (Nostalgia alert: there's not a "Shep" or "Spot" to be found!)
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Twice as creative and at least a third less serious than your average newsletter copy |
Wild and wacky street names
In Traverse City, Michigan, a few sane folks reside on Psycho Path. Near Pearl City, Illinois, more tranquil types may choose to live on Peace and Quiet Road. And in Albany, Georgia, one can only wonder about those who shack up near the intersection of Lonesome and Hardup. It turns out that crazy street names are everywhere. Mitsubishi's Car Connection website had readers vote on their top ten wackiest names … some very amusing addresses, to be sure! |
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