Is it possible to actually "own" a word in everyone's mind? The short answer is "Yes!". (Or perhaps Yahoo!) You can own just about any word in any language, or even create new ones, if you understand the dynamics behind branding. Take for example Amazon, Monster and Virgin. None of these names have any direct correlation to the companies they represent, but they have become so well known, that in some cases, they have surpassed the original meaning of the word. Google has become so ubiquitous that it's often used as a verb, as in "I googled to find the best deal on a watch."
So what does it take to "own" a word? It comes down to four key criteria, at least one of which must be met, in order to pull off this feat. (And by "owning" I mean that consumers think of your company or product as much as, or more than, the original meaning of the word itself).
Read Phil's entire article Own a Word and Become a Monster! Successful Business Naming Strategies
Phil Davis, our official Branding and Naming Expert
Great article. There is so much in a name, and choosing a good one that is easily remembered and spelled is key.
It can bring in so much business as your name becomes more known. I think the hard part, in my case, is coming up with the name.
Posted by: Laurie Neumann | December 01, 2009 at 07:36 PM