Naming, Part I: It’s hard and all the easy ones are taken.

Occasionally our agency is asked to craft a name for a new brand or product.

It can be a fun project.

It’s also hard as heck.

That’s because most of the simple one-word names are already taken. If it’s a single, cool-sounding word, someone is probably using it.

Here’s a little brainstorming exercise that proves the point: Imagine an automaker in Detroit has asked you to come up with a name for a new car.

(Although in reality cars are marketed towards specific demographic groups, for the purposes of this discussion just imagine a “generic” vehicle and consumer.)

Where do you start?

You could run through a list of animals. You’d come up with Jaguar, Cougar, Eagle, Falcon, Skylark, Viper, Ram, Barracuda, Impala, Bronco and Mustang to name a few. (All kept shiny with Turtle Wax, no doubt.) Those names have all been used. Tiger? Lion? Panda?

Those just won’t work, will they?

So you try, let’s see…how about Zodiac signs? Taurus, Aries…crap, those are taken and the rest are kind of…out there.

Speaking of stars, does the universe offer a solution? Ford has a Galaxy, Mitsubishi an Eclipse. Mercury and Saturn are in use. Milky Way is fine for a candy bar, but not a car. Andromeda is too feminine. (And please don’t suggest Uranus.)

How about mythical names? Well, you’d think there’d be a lot there too, but other than Saturn, Mercury, Aurora and Thunderbird the pickings are pretty slim. You can’t exactly call a car Zeus or Thor.

And Puck is right out.

That leads us to Greek terms. Let’s see, there’s Delta (taken) and…um, not much else.

You move on to names of places: Several sound really great and conjure up cool imagery – Aspen, Daytona, Malibu, Sierra, Milan, Capri – but of course they’re taken. You try picking other cities – Pittsburgh, Flint, Kalamazoo – and quickly realize you should just keep moving on.

What about music? Hyundai has the Sonata. What else could we try? Melody and Harmony would be great if the car were a girl. Octave? Nocturne? A bit technical. Most of the other terms are incomprehensible to anyone who doesn’t speak Italian.

Becoming slightly desperate, you throw caution and political correctness to the wind and begin exploring the hunting grounds of Native American tribal names. Unfortunately, Jeep has beaten you to the punch and grabbed up Cherokee, Apache and Comanche. Dodge took Dakota, and GM has owned Pontiac since General Custer’s time (not to mentioned the misspelled Aztek). Mazda even took the Navajo. You’re left with Cree, Sioux and Hopi, and there’s not much you can do with those.

A-ha! Why not something with just letters and numbers, like Mazda RX-7, Audi A4, Pontiac GTO or Ford F-150? Trouble is, letters and numbers don’t mean much on their own (although some, such as A, V, X, Z and the number 1 have more personality than others). It usually takes a massive marketing campaign to imbue an alpha-numeric name with meaning.

It’s at this point that you realize that coming up with a name, while perhaps still fun, will not be easy.

Barring the use of an existing single word that’s exactly right for your product and audience (Pontiac nailed it with Vibe, Kia with Soul, Nissan with Cube), what we’re left with is essentially three options:

  1. Putting two words together: Grand Prix, Grand Am, Town & Country, Town Car, Fifth Avenue, Ramcharger, Sunfire, Range Rover, Crown Victoria, PT Cruiser (PT isn’t a word, but…)
  2. Putting a prefix in front of a word: Ford Econoline, Pontiac Trans Sport. (This is actually a better option for car parts than for an actual car. Think of Duralast batteries, ThermoQuiet brakes, AutoLite spark plugs.)
  3. Coining a new word.

Option 3 has become particularly popular these days. We’ll talk about the challenges of coining a new name in an upcoming post.

NEXT: Naming, Part II: To create a name that’s on target, get ready and aim before you fire. 

 

 

 

 

 

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