Naming tip: Number 69 in a series

The other aspect of auditory name evaluation (I briefly covered linguistics in Naming Tip 68) concerns the proximity of brand name candidates to other names and words that might cause confusion or embarrassment.

We’ve all listened to a radio commercial and not heard the brand name clearly pronounced. Or perhaps the name reminds us of another, sometimes negative, idea.

I suggest recording the name candidates, perhaps only the last five or six finalists, in the context of a radio commercial. You will get to hear the names in a “live” setting. I’d play them back at least an hour after you’ve recorded them to “cleanse the palette” so to speak before passing judgment.

In addition, if the brand name may be used in other countries, be sure to check it in languages used in those countries. Both formal and common language useage should be checked through a translation service.

Martin Jelsema

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