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Avoid over used words for next-generation products |
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Avoid words that can be found in a dictionary |
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Avoid adopting sms text message short hand |
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:: Words such as "innovation" and "solutions" in
names, or terms like "Extra", "New", or "Plus" are
so over used that they no longer have significant
meaning in the market place. |
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:: Not only are such words scarce because they
have already been taken by other established
companies, they also may cause translation and
linguistic problems. |
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:: A brand name where customers have to work
too hard to decipher is a turn off. Short hand may
be popular today, but that does not mean it will
remain relevant in the future. |
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Avoid long names that are difficult to say |
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Avoid taking the easy way out and settling on initials |
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Avoid suggestions from uninformed sources |
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:: As previously mentioned, customers are turned
off by brand names that are difficult to make
sense of. Most long brand names will get
truncated as a result.
For example, Commonwealth Bank is often
truncated to CommBank. |
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:: Initials are easier to trademark, but a huge
budget is often required to give them meaning in
the marketplace.
This does not mean that you can not have
initials, it just means you need more money to
invest in its success. |
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:: The results from this approach seldom relate to
or express a business or organisation's strategy
and vision.
That is why it is important that you engage a
professional when creating a successful brand
name as part of your overall business plan. |
