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What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
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STEAL THIS IDEA
BY MARTY NEUMEIER
The 6 NamingStyles
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
The 6 naming styles add context so you can see the full landscape of choices. You can use this tool throughout the naming process: analyze the competition, organize your list, or develop more names in a style you hadn’t considered.
Below are the six styles—learn them and you’ll be on your way to winning the naming game.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
DESCRIPTIVE:These names literally describe a brand’s offering. Consider a descriptive name when developing a suite of offerings under one larger brand or company name.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
SUGGESTIVE:A name is suggestive if it implies a market position (or positioning attribute). This direction allows for more evocative or emotional opportunities.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
2 Suggestive
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
Wag Hotels
jetBlue
Rockhopper
METAPHORICAL:A metaphor is language that directly compares seemingly unrelated subjects. In naming, it’s a great way to imbue a car brand, for example, with theattributes of an animal.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
2 Suggestive
3 Metaphorical
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
Wag Hotels
jetBlue
Rockhopper
Jaguar
Brocade
Target
Senset
Shell
NEOLOGICAL:Why not create a new word? Another approach is putting together morphemes — the smallest unit of language that carries meaning.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
2 Suggestive
3 Metaphorical
4 Neological
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
Kodak
Accenture
Wii
Humira
Prius
Wag Hotels
jetBlue
Rockhopper
Jaguar
Brocade
Target
Senset
Shell
HISTORICAL:If a brand has equity in its heritage, use it. Consider the name of the founder, or the first product ever launched. This method often has great “legs” and allows for meaning to be unpacked for years.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
2 Suggestive
3 Metaphorical
4 Neological 5 Historical
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
Kodak
Accenture
Wii
Humira
Prius
Smuckers
Zeiss Optical
Tesla Motors
John Hancock
Mini Cooper
Wag Hotels
jetBlue
Rockhopper
Jaguar
Brocade
Target
Senset
Shell
ARBITRARY:These names have almost nothing to do with the brand’s position in the market, nevertheless, people will make meaning of it by connecting your name with what you do. Arbitrary names are among the most legally defensible.
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
STAGE-GATE INNOVATION
2 Suggestive
3 Metaphorical
4 Neological 5 Historical 6 Arbitrary
The 6 naming styles
Google Maps
Schwab Advisor Network
BMW 328i
salesforce.com
Netflix
Kodak
Accenture
Wii
Humira
Prius
Smuckers
Zeiss Optical
Tesla Motors
John Hancock
Mini Cooper
Apple
Viking
Lotus
Virgin
Fandango
Wag Hotels
jetBlue
Rockhopper
Jaguar
Brocade
Target
Senset
Shell
Find more Marty Neumeier ideas to steal at liquidagency.com/blog
LIQUIDAGENCY.COM | SOURCE: THE BRAND GAP BY MARTY NEUMEIER
