Make a Name for Yourself

By: Gina ImperatoTue Dec 18, 2007 at 5:40 PM

To some it's an art. To others it's a science. However you approach it, coming up with winning names is more than just a game.

"Sound symbolics" is the third leg. Certain sounds and letters convey specific associations and attributes: the hard "P" in PowerBook communicates compactness and speed, while the "B" suggests dependability. Finally, there's look and feel. A good name is easily reproduced in all media and conveys enough energy to stand out in the stream of spoken and written words.

Nike stands on all four legs: "Few people will know it's the Greek goddess of victory," says Placek, "but what is more important is the beat of it, the sound of it, the look of it. Very quick, very easy to pronounce. They took that vessel and they poured all kinds of ideas into it. And now they have a brand."

5. Listen to Your Inner Ear. In spite of all the available criteria, experts say there's no reliable scorecard for assessing winning names. Final judgment resides inside, says Mattimore: "When you get right down to it, these are intuitions, feelings, and gut. Sometimes the best way to recognize a great name is by how nervous it makes you."