When Name Generation Isn’t About Naming.
June 9, 2008 by Guru
Filed under New Stuff, Uncategorized, Women, eco & sustainability, marketing & advertising, small business
Whether it’s the R-word, job loss, midlife crisis or simply some kind of cosmic tipping point, the Guru is getting inundated with Name Generation projects for small businesses.
Normally, name generation centers on coming up with a new brand name, tagline, descriptor and sometimes promise statements, triggers or testworthy concepts for products, services and websites. In the past year, however, probably 60% of my projects have actually been about what my friend Claire calls woo-woo. That is, self-discovery, transformation and ultimately ‘getting’ who you are as a businessperson and your place in the competitive landscape. The naming process itself, which forces a deeper dive into everything from product to sales to legal to marketing, is provoking more realistic strategies for building businesses. The ones I’ve seen — and helped guide as provocateur — are likely to have a better chance of surviving and thriving.
Planning for the future has always been a significant part of the name generation process:
How scale-able is the name?
Will the name stay relevant? (Hello, dotcom era)
Will the name allow you to migrate into new categories as the marketplace evolves?
And these days, how do you avoid being the plastic bag of the future?
But what’s happening here is more akin to: Does this name fit who I am? Who I want to be 5 years from now? A sizeable portion of these clients are seeing the future via potential names and saying: No way. I don’t want to be perceived in that light. I don’t want to try to squeeze into that slot. Or simply: That’s not me.
This afternoon, one of my all-time favorite client teams called me and rejected all of the names and taglines I presented yesterday.
I was thrilled.
This is because, by wholeheartedly engaging in the process, they learned exactly what they did not want to do or be as a business. They grappled with each of the platforms and names. Some were spot on strategically. Some were spot on creatively. Some were spot on for where they thought they wanted to be when we launched the project.
The good news: The new brand name and strategy they came up with is inspired. It’s as tongue-in-chic and kicky as they are. Thankfully, they happen to be risk-takers with a history of significant success and the guts to pull this off with panache.
I’m psyched. I love to watch woo-woo at work.
Guru,
Very well put. As half of one of your all-time favorite client teams (flattered, thank you!), I can say that what you presented was thoughtful, thorough, engaging and downright brilliant. Far more than we could ever have procured on our own. There’s no question that we could have taken any of your suggestions and run with it to great success. We took your guidance and careful consideration and used it as food for thought. It was fruit in our blender. And out came a scary, fierce, bold, crazy smoothie that thrills us on a number of levels. We’ve created an amazing challenge for ourselves, but we’re risk takers, as a marketer should be, so we’re going for it.
Are we concerned about scalability and relevance? Absolutely, but I think we’re even more concerned about authenticity and avoidance of the plastic bag factor. In our marketplace, we’re about simplicity in a sea of confusion and complexity, and fundamentally, that’s what we want to convey with our name. Will our new project work? Whether this is our Newton or our iPod, it’s another chapter in a book that is still being read, and it’s a real page turner!
This project has been on the edge for months, so thanks for pushing us over, Guru! My dog packed our parachutes, so I’m sure we’ll be fine…