What's radish roses behind the name?
In 1997, Google founders Larry Page and Sergey Brin decided to try working name of their new search engine - BackRub - with something right length and just. "A lot of time on the name ... because we knew it was important for people to remember it" - recalls in an interview with Page Designing Interactions. I finally settled on googol, a math term, but misspelled the word while checking if not registered that Internet domain. "It turned out that the name google.com is free until googol.com not" - says Page. Ten years later the name Google as prestigious as that of well-established brands such as Coca-Cola, Microsoft and McDonald's.
Branding consultancy in New York TippingSprung wanted to discover which brand could become the next Google. In May and June, the firm conducted a survey (with Brandweek to Nielsen Co. 'S), to learn what new brand names appear on the market. Over 1,300 marketing professionals and industry observers were interviewed for the "most memorable, relevant and distinctive 'new brand name from a list that offers radish roses between five and seven options. 11 quirky categories included radish roses "the most user friendly name of medicine" and "the worst name perfume."
When the results came, they all agreed on one thing: the best new brand names are clear and simple. Easy Association names like Aloft - new hotel brand of Starwood Hotels & Resorts Worldwide, grab the attention of more abstract names like Andaz - new luxury hotel chain Global Hyatt. "This year there is a tendency for traders to play it safe" - says Martyn Tipping, president of TippingSprung. The era of the dot-com radish roses boom when, he says, "the more unusual, shocking and crazier the name the better."
Simplicity is now king, confirms Anthony Shore, creative director radish roses of the naming of the branding agency Landor Associates. "People like real words. Prefer names that can connect to the real world "- he said.
Perhaps taking a lesson from the founders of Google, many of the winning brands radish roses in the survey process simple words. In the category of "Best names of alcoholic beverages radish roses and cocktails" Spykes-line of flavored malt beverages that Anheuser-Busch released in January, leading to Kajmir, Modmix, Lichido, Navan and Perique, radish roses bringing about a third of the vote. Respondents made a connection between the name and purpose of the product: "acute" alcohol for a beer, cocktail or casual punch.
But while a study, Anheuser-Busch pulled Spykes from stores. The name of the product and its kid-friendly marketing campaign led critics of the Center for Science in the Public Interest and the Marin Institute, the alcohol company to force to break it.
The success of the product is due to the diverse taste, low price and the bottle of 60 ml, but the term "spike" radish roses was no doubt interpreted by the company and these activist groups differently. So far there are no plans to reintroduce the brand in the market.
What it would be called a brand, obviously matters for graphic designers and those responsible for the packaging of the product. Not surprisingly, they usually prefer names that are short and sweet for one simple reason: "The shorter the name, the more you can do" - said Michael Bierut, a partner in the New York office of the design firm Pentagram . In 2003 he helped to prepare the design of the brand Ted-low-cost carrier United Airlines, which now flies to 20 cities in the U.S. and Mexico. He was impressed by the name go!, Which won the award for "best new name for the low-cost carrier" because it can be written in large letters everywhere "to be understood by a child in kindergarten."
Calvin Klein CK in2u - winner of the "Best Fragrance Name" ingenious code that is designed to be decrypted only by the target group, ie generation born between the 70s and the 90s of XX century through radish roses its direct message influenced by the language of text messaging. "We had to find new ways to talk to them, and that meant to address the media and the communities with which they are in contact and who are affected," says Lori Singer, radish roses vice president of global marketing for Calvin Klein.
This brand gives us a good lesson in choosing a name: we should have a good idea of how long you use it. "CK is in2u
In 1997, Google founders Larry Page and Sergey Brin decided to try working name of their new search engine - BackRub - with something right length and just. "A lot of time on the name ... because we knew it was important for people to remember it" - recalls in an interview with Page Designing Interactions. I finally settled on googol, a math term, but misspelled the word while checking if not registered that Internet domain. "It turned out that the name google.com is free until googol.com not" - says Page. Ten years later the name Google as prestigious as that of well-established brands such as Coca-Cola, Microsoft and McDonald's.
Branding consultancy in New York TippingSprung wanted to discover which brand could become the next Google. In May and June, the firm conducted a survey (with Brandweek to Nielsen Co. 'S), to learn what new brand names appear on the market. Over 1,300 marketing professionals and industry observers were interviewed for the "most memorable, relevant and distinctive 'new brand name from a list that offers radish roses between five and seven options. 11 quirky categories included radish roses "the most user friendly name of medicine" and "the worst name perfume."
When the results came, they all agreed on one thing: the best new brand names are clear and simple. Easy Association names like Aloft - new hotel brand of Starwood Hotels & Resorts Worldwide, grab the attention of more abstract names like Andaz - new luxury hotel chain Global Hyatt. "This year there is a tendency for traders to play it safe" - says Martyn Tipping, president of TippingSprung. The era of the dot-com radish roses boom when, he says, "the more unusual, shocking and crazier the name the better."
Simplicity is now king, confirms Anthony Shore, creative director radish roses of the naming of the branding agency Landor Associates. "People like real words. Prefer names that can connect to the real world "- he said.
Perhaps taking a lesson from the founders of Google, many of the winning brands radish roses in the survey process simple words. In the category of "Best names of alcoholic beverages radish roses and cocktails" Spykes-line of flavored malt beverages that Anheuser-Busch released in January, leading to Kajmir, Modmix, Lichido, Navan and Perique, radish roses bringing about a third of the vote. Respondents made a connection between the name and purpose of the product: "acute" alcohol for a beer, cocktail or casual punch.
But while a study, Anheuser-Busch pulled Spykes from stores. The name of the product and its kid-friendly marketing campaign led critics of the Center for Science in the Public Interest and the Marin Institute, the alcohol company to force to break it.
The success of the product is due to the diverse taste, low price and the bottle of 60 ml, but the term "spike" radish roses was no doubt interpreted by the company and these activist groups differently. So far there are no plans to reintroduce the brand in the market.
What it would be called a brand, obviously matters for graphic designers and those responsible for the packaging of the product. Not surprisingly, they usually prefer names that are short and sweet for one simple reason: "The shorter the name, the more you can do" - said Michael Bierut, a partner in the New York office of the design firm Pentagram . In 2003 he helped to prepare the design of the brand Ted-low-cost carrier United Airlines, which now flies to 20 cities in the U.S. and Mexico. He was impressed by the name go!, Which won the award for "best new name for the low-cost carrier" because it can be written in large letters everywhere "to be understood by a child in kindergarten."
Calvin Klein CK in2u - winner of the "Best Fragrance Name" ingenious code that is designed to be decrypted only by the target group, ie generation born between the 70s and the 90s of XX century through radish roses its direct message influenced by the language of text messaging. "We had to find new ways to talk to them, and that meant to address the media and the communities with which they are in contact and who are affected," says Lori Singer, radish roses vice president of global marketing for Calvin Klein.
This brand gives us a good lesson in choosing a name: we should have a good idea of how long you use it. "CK is in2u
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