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« Discipline is the Secret to Successful Marketing | Ford's New Logo--Just Kidding! »

April 7, 2008

Don't Pick a Dumb Name

Posted by Kevin D. Hendricks | Filed under: Brand & Identity

Marketing guru Seth Godin riffs on dumb, generic brand names like Party Land, Computer World or Toupee Town:

"It's a bad brand name because Central or Land or World are meaningless. They add absolutely no value to your story, they mean nothing and they are interchangeable. ... Not only are they bland, but you can't even remember one over the other. This is the absolute last refuge of a marketer who has absolutely nothing to say and can't even find the guts to stand for what they do. It's just generic."

Ouch.

But he's right. Your organization's name (or the name of your project, book, sub-brand, etc.) is an opportunity to communicate. It's a chance to stand out from the competition. Don't waste it with something like House of Tacos.

But you also have to live up to your name. If you pick a creative, funky, engaging name, what you have to offer better match. But if all you're offering is bland and generic, than you might as well go with the bland and generic name.


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