Naming tip: number 70 in a series

Pronunciation and spelling of a new brand name may be important, particularly if the brand is to rely on word of mouth for recommendations and/or web-promotion.

I’d do two things in evaluating candidates.

First, I’d telephone six to ten friends and use a name candidate in your conversation. Then ask them to repeat the name, then ask them to spell it for you.

Second, I’d approach people and hand them a sheet of paper with a short paragraph of copy which includes a candidate. Then ask them to read the paragraph back to you to see if the spelling fits the pronunciation.

If you get poor pronunciation and/or mispellings, well, it’s time to go back to the master list for additional candidates.

Martin Jelsema

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