Comments on: Rant: Silicon Valley Fenetics

By: Geoff Livingston

Geoff Livingston — Thu, 25 Oct 2007 17:20:16 +0000

Even when you butcher it, it should at least be somewhat of a semblance of the actual work performed. Telling me its hard doesn’t mean anything. Branding companies get paid tens, hundreds of thousand of dollars — even millions — to come up with me, too schlock that’s fad oriented rather than marketing oriented. Booo!

By: Aaron Brazell

Aaron Brazell — Thu, 25 Oct 2007 15:16:35 +0000

Naming woes go beyond phonetics, unfortunately. It goes into complete grammar butchering. What? No spacing between those words? What, capital letter in the middle of the word? What? No vowel before that r in a word formed to be a verb?

By: Inaudible Nonsense

Inaudible Nonsense — Thu, 25 Oct 2007 15:10:50 +0000

I agree with Jon. Naming is an art, and it takes a long time and to launch a global brand it requires a good deal of research — from the experts and the legal team. Also, many times you are dealing with people that aren’t used to talking creatively, and need to get into a creative zone. Different strategy companies have different methods: I’ve seen flash cards, I’ve seen visualization workshops with crayon and butcher paper. It might feel like voodoo and the results can be perhaps not as awesome as you’d like — but collaborative processes are often like that. Some can be great though and then get lost by some other corporate branding initiative that might leave less than desirable results: the cases of Ofoto and Cingular come to mind.

By: Shawn Lea

Shawn Lea — Thu, 25 Oct 2007 15:05:47 +0000

But I wonder how many cookbook creators are lost by the Facebook reference? There is a small convergence of the two audiences there, but you wonder if the numbers are enough to merit naming a company on that assumption.

By: john

john — Thu, 25 Oct 2007 14:35:19 +0000

i agree with you but coming up with a good name is a hard thing to do. it can take months and lots of back and forth bw the members.