Beth Marcus December 2nd 2009web.mit.edu/2.009/www/resources/mediaAndArticles/Naming... · 2009....

BethMarcusDecember2nd2009

TypesofNames TypesofNames

Nonsensewords(Exxon,Ebay,Sombli) RealWords(WholeFoods,HotMail,Staples) Abbreviations(KPMG,A&WRootBeer,EXOS,Nabisco) Contractions(ToysRus,PetsMart,FedEx,Osram) Soundslikemeaning(Zeemote,Z8,Samsonite,Smrtguard)

Origins Derivedfromotherlanguages(Nintendo,Daewoo,Lycos) DerivedfromMythology(Nike.Lada) Namesofinventors(Bose,Adidas,McDonalds) Namesofanimals,vegetables,minerals,etc(Apple,Lotus)

NamingProcess Writeadescriptionoftheproduct,service,company Writeworksthatdescribetheemotionalfeelingyouwantpeopletohave

Writeattributesyouwantthenametocommunicate Listthelanguagesyouwanttomakesureitworksin Brainstorm Rankandcategorize Selectyourtop3‐5

Availability Checkonhttp://www.whois.com/toseeifchosennamesarefree

Graburlsofcandidatesandparkthem(~$10/year) SearchUSPTOhttp://tess2.uspto.gov/bin/gate.exe?f=searchss&state=4007:j251k5.1.1toseeiftherearecompaniesusingyournameorsimilarnames

Thinkaboutpossiblenameconfusions Pickaname

Trademark FileaTMapplicationearly GetaconsultwithaTMcounsel Doaprofessionalsearch~$600 Registeranyservicemarksyouuseaswell Costapproximately$325tofile Setasidelawyerfeestohelpingettingitissued

CaseStudy EXOS Shortforexoskeleton Shortandmemorable Nearfrontofalphabetforlistsortradeshows Inbeginningofcompanytoldpeoplewhatwemade Hadlessrelevancelater UnfortunatelyXOSpronouncedXsosmeansshitinJapanese

CaseStudy Playsmrt Lookingforanamethatconveyedproductattributes MostnamesweretakenasurlsandTM—thisonewasavailable

PlaysmartisownedbyIDGandtrademarkedforareport

Trademarkwillprobablystand Moreresearchneedstobedonebeforeproductlaunches

Productnameshouldprobablybedifferent

Zeemote OriginalnameZietooaftermydaughterSuzie Initialinvestorscouldn’tpronounceit ChangednametoZeetoo—got.nturland.comseemedtobeabletobebought

Many$1000’slaterMalaysiancompanythatownedZeetoo.comrefusedtosellafterinitiallyofferingus$750KtobuyournameandTMandacceptinganofferof$10Kforustobuytheirs

ProtractednamingexerciseledtoadoptionofZeemote(productnameforcompany).

Moralofstory Doyourhomeworkupfront Don’tgetstuckonanameyoulikeifit’snotreallyavailable

Useabitof$’stoacquireurlnamesyoumightlike Mistakesinnamingcancostbigbuckslater