Imagine you own a dating website. All else being equal, with which name do you think you’d have to spend more on marketing: Zoosk or eHarmony?
I say Zoosk, a name that gives absolutely no hint to what the business is. In contrast, a great name like eHarmony gives us an immediate sense of what’s on offer. A great name is thereby a highly cost-effective – yet often misused – way to tell your story and connect with current and potential customers, employees and all other stakeholders. In other words, great names mean business™.
My point of view has crystallized especially over the past year, while working with Ted Matthews on an upcoming new edition of Brand: It Ain’t the Logo* (*It’s what people think of you™) – already a Globe and Mail business bestseller for almost 5 years. It has driven me to develop a new name – Coin – that unleashes this potential for my company and gives me a platform from which to talk about the very important jobs all great names must do.
For a thought-provoking and entertaining look at the world of brand naming (in just 60 seconds a week) subscribe to Cache – now at 70 issues and counting – at www.coinbranding.com. Or you can check out the many updates to my website – especially the new Coin brand foundation, an updated bio and new case studies of client work.
And of course I always appreciate a referral – so if the Coin story interests you, I hope you will share it with others. And please tell me about the referrals you are looking for.
Very best wishes –
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