In my last post I mentioned ZAG. In talking about successful naming of brands ZAG takes 7 aspects into account, and while I agree on 6 of them one comes up short in my opinion, namely this one:
“Names should be different from those of competitors”. In my opinion that is not enough. It needs to be different. Period. In an age of Google, Apple is really not such a good name. If Apple was a new company, the first 2000 pages of Google hits would have to do with fruit. Other names that ZAG lists as “strong names” are Orange, We (a women’s television channel, not the fashion brand!), Shell and Staples – all of which will get you anywhere but there in a Google search, or will at least take you a ton of work to get highly ranked.
Check out this link for Marty Neumeier’s full list of names and his opinions on them.
Personally I think Skype is a really good name.
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