Tags |
|
|
Links |
|
|
Main Subject - Brand Naming - Art, Skill, and Luck!
A great name is like extra octane in a brand. A bad, boring or sound-alike name won't necessarily kill a brands chances for success. In most cases however, it dramatically dilutes the brand equity and potency.
Do You Have A Name That Basically Sucks?
If so, shame on you. If you acquired it, I send my sympathy.
Should you change it? Yes. It will cost some bucks, but i
Do You Have A Name That Basically Sucks?
If so, shame on you. If you acquired it, I send my sympathy.
Should you change it? Yes. It will cost some bucks, but i
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
t's also a great opportunity to get a lot of great attention and renewed momentum. Weigh it out, look at the cost versus the benefit and remember that change can be scary, but a lame brand can be scarier!
Birthing A Brand Name
The task of developing that killer name has become quite complex. For years, business owners and management named their offspring, then creativ
Birthing A Brand Name
The task of developing that killer name has become quite complex. For years, business owners and management named their offspring, then creativ
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
e service firms and ad agencies jumped in, often with a sprinkling of college talent, finally, the general public added their wisdom in naming contests. I'm sure all have produced their share of brilliant names as well as some very scary ones. Now this field of art, science, skill, and luck has gone professional. Naming brands is big business and can come with a big pr
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ice tag. Hire a professional naming company and expect a bill of $10,000-$100,000 or more before the graphic execution or production.
So What Is A Great Name Worth?
The answer: a lot. If your brand is properly nourished, it grows and has a long shelf life or history-do the math.
Not All Great Brand Names Cost A Lot
Nike(tm) is one of the best examples. Nike is Greek
So What Is A Great Name Worth?
The answer: a lot. If your brand is properly nourished, it grows and has a long shelf life or history-do the math.
Not All Great Brand Names Cost A Lot
Nike(tm) is one of the best examples. Nike is Greek
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
for victory and is also the Greek goddess of victory. The name came in a dream to Jeff Johnson, Nike's first "real" employee, and replaced the original name of Blue Ribbon Sports. It beat out Phil Knight's own name change idea of "Dimension 6." However, the company did pay Carolyn Davidson, a graphic design student at Portland State University, $35 in 1971 to design th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e trademark "swoosh."
When faced with the challenge of naming, start with your ideas and those of your staff. No matter what, even if the names you come up with stink, it's a good creative exercise about defining your brand essence. If you have the budget, outside input and other naming solutions can also be a valid investment. Remember that the life and benefit of you
When faced with the challenge of naming, start with your ideas and those of your staff. No matter what, even if the names you come up with stink, it's a good creative exercise about defining your brand essence. If you have the budget, outside input and other naming solutions can also be a valid investment. Remember that the life and benefit of you
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
r brand name may last for years.
It will be plastered on lots of things including your market's mind. Whatever you spend, divide it by the projected years of use and value. This same formula applies for investments in corporate identities and tagline. They are as valuable as a great employee or, piece of manufacturing equipment.
Whether you decide to outsource or to c
It will be plastered on lots of things including your market's mind. Whatever you spend, divide it by the projected years of use and value. This same formula applies for investments in corporate identities and tagline. They are as valuable as a great employee or, piece of manufacturing equipment.
Whether you decide to outsource or to c
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
reate on your own name, I suggest walking through the following preliminary exercise.
Ask Yourself The Following:
Who will ultimately decide the name? One person or a team? Whoever that is should be involved in the criteria-building process. What kind of brand are you naming? Company, consumer product, business service, or event? What is the expected life of the brand
Ask Yourself The Following:
Who will ultimately decide the name? One person or a team? Whoever that is should be involved in the criteria-building process. What kind of brand are you naming? Company, consumer product, business service, or event? What is the expected life of the brand
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
name? Does the name fit into a larger family of names? Will it be used only in the U.S. or will it go global? Remember that today "global" can mean the Internet too. Who is your primary audience for the brand names? Are you creating a new category or joining an existing one? If joining a category, what are your competitors' names? What are the primary strategies for bu
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ilding your brand?
Once you've completed your basic criteria or framework, you can proceed with the grueling task of a name dump of endless possibilities.
Should A Name Be Literal And Descriptive Or Obscure And Emotional?
My tendency tilts toward obscure and certainly emotional, primarily because I'm a strong proponent of distinctive brands. However, I also believe e
Once you've completed your basic criteria or framework, you can proceed with the grueling task of a name dump of endless possibilities.
Should A Name Be Literal And Descriptive Or Obscure And Emotional?
My tendency tilts toward obscure and certainly emotional, primarily because I'm a strong proponent of distinctive brands. However, I also believe e
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ach case is unique and sometimes brand names get passed down and changing them would take an act of Congress.
An Obscure Or Unfamiliar Word Can Be A Brand Home Run
Consider Apple(tm), Nike(tm), Google(tm), FUBU(tm), and Yahoo(tm). They all have visibility/frequency, brand-story telling communication, and brand performance. They are all hugely successful brands but,
An Obscure Or Unfamiliar Word Can Be A Brand Home Run
Consider Apple(tm), Nike(tm), Google(tm), FUBU(tm), and Yahoo(tm). They all have visibility/frequency, brand-story telling communication, and brand performance. They are all hugely successful brands but,
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
started as small companies.
Although not my favorite, literal and descriptive words can work in some brand naming situations. Generally, though proceed with caution because they can be more easily copied or imitated, leading to buyer confusion. Such confusion usually defeats the purpose of a sound brand.
If you have a big branding budget, you can salvage or sustain a
Although not my favorite, literal and descriptive words can work in some brand naming situations. Generally, though proceed with caution because they can be more easily copied or imitated, leading to buyer confusion. Such confusion usually defeats the purpose of a sound brand.
If you have a big branding budget, you can salvage or sustain a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
boring, generic, or literal brand name with some other compelling messaging. Take, for example, Southwest Airlines. Their consistently creative and "on brand" advertising has transformed a somewhat nonexciting name into a great brand name. However, most companies don't have the luxury of Southwest's media budget or have not engaged a great ad agency like GSDM in Austin,
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Texas.
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown i
With that said, unless you have a big, endless budget, I say... Avoid like the plague:
Dumb Generic Names
Dumb generic names like Computer Solutions, Performance Printing or Innovative Technologies. I'm sorry if I've offended anyone, but these names will just make you spend more and work harder at building a brand. They don't have legs and will likely drown i
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
n the sea of sameness. Avoiding generics names is also critical in consumer-packaged products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference.
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are
Copycat Names
I also think copycat names or those that sound like a competitor or some other big brand are not worthy of much.
Names That Are
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
Hard To Spell Or Pronounce
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive li
Finally a name should be something most people can spell and certainly pronounce.
Whatever route you take, be it working with a naming company, a creative consultant, rallying your troops and making it an internal company project, enlisting strangers in a naming contest, or combining several of these methods, you have created an extensive li
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
st of possible contenders. Now what?
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects,
More Big Naming Questions
How will the market receive the name? With supporting context, will the market get it?
Will it jive with your strategic positioning of the brand? Are there negative connotations or associations with the name? Is it available to use? On the earth? On the Web?
Once you've boiled down the list of prospects,
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
you can organize nonscientific opinion polls (i.e., in shopping malls, bars, office gatherings). You can also conduct focus groups to test reactions further or you can do a pricey quantifiable study to gauge understanding acceptance, likability, or associations with your name prospect.
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too
Is there a magic, fool-proof method for testing names? No. In fact, sometimes too
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
much analysis just delays decisions and defeats the whole mission of naming your brand before the next decade. I recommend that you test a little, listen a little to people you respect, listen to your gut feelings, and proceed with a choice.
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Im
Great Brand Names
1) Are emotional
2) Stick in the brain
3) Have personalities
4) Have depth
While The Brand Name Is Very Im
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
portant, A Brand Cannot Survive On Name Alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go get you a great one!
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go get you a great one!
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.mainsubjects.org.ua/article/7982/mainsubjects-Brand-Naming--Art-Skill-and-Luck.html">Brand Naming - Art, Skill, and Luck!</a>
BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/7982/mainsubjects-Brand-Naming--Art-Skill-and-Luck.html]Brand Naming - Art, Skill, and Luck![/url]
Related Articles:
Medical Billing - DME Software Add Ons
Design Business Cards - A Do It Yourself Guide
Bookmark it:
|