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An intriguing, fascinating,
insightful, often hilarious book, Javed confronts one of the most neglected,
yet crucially important aspects of business in the global economy: How
to create a name which will be trademark-able in a hundred countries,
meaningful just as many, memorable, and acceptable as well.
NAMING ...
Why bother?
Names are like weapons:Marketing weapons,
which have one main function: To come to the mind of a buyer at the
time of a purchasing decision. Otherwise, why bother naming at all?
You can simply use a number: Company 829 selling Product Number 311Plus
INTERNAL
NAMING ... Why does it fail?
A new name issue starts as a hush-hush decision, often from the very
top, whether the C.E.O. or the project management team. They have often
all gone through a long period of incubation, and idealistic soul-searching.
The top man finally has the answer--the whole game plan is figured out--and
the war room is ready. Everything is ready to go.
FOCUS
GROUPS ... Why do they fail?
To invite 10 people off a highway with a coffee / doughnut / dinner
incentive is simply not the correct way to determine what a brand new
billion dollar project should be called. The participants, both confined
and obliging (and probably hungry as well) long for human interaction
far more than they are interested in finding a global name.
TRADEMARKS
... Why are they worth their weight in solid gold?
If you have a wonderful name, make sure that it belongs to you. What's
the point in sharing your name with hundreds of other look-alikes and
sound-alikes. With the coming of the globalization of commerce, good
names are becoming increasing desired, but they can be dangerous if
they fail to achieve world-wide trademark clearance.
PRIVATE
LABEL ... Why Coca-Cola and not Goodyear Cola?
Obviously, private label products have come a long way since the '80s.
No-Name generic products, often wrapped in ugly yellow and white packaging
made us feel like apple-sellers during the great depression when we
reached for them on the shelf. So it all started with the success of
President's Choice.
CORPORATE
IDENTITY ... Why is it so dependant on the name?
Naming business dreams, whether surname, geographic, descriptive or
creatively fabricated, all require an intense and experienced approach
to achieve a clean global identity.
NAME
CHANGE ... Why are names changed so often?
True, every hour of every day, a major business is forced into a name
change. Reasons could be a name tied-up in the courts, or easily confused
with others, or no longer relates to the current affairs of the corporation.
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