search.com or google: why we suck at naming products and companies (pca13)
Post on 13-Sep-2014
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Winner of "Best Session" at ProductCamp Austin 13 (August 2, 2014). For full presentation with speaker notes, please see the Google slides published here: http://bit.ly/1mlWFEk Once there, hover over the bottom left of the page, click the sprocket, and select 'Open speaker notes'. Did you know that scientists have studied what makes a great brand name? The findings may surprise you. Our intuitions about brand names are the opposite of what the science tells us. The session answered: 1. What goals should you strive to achieve when choosing a name for your product or company? 2. What does the science say about what types of names best accomplish these goals? 3. How should you choose a name? Prepare to challenge your intuitions.TRANSCRIPT
Products and Companies
Members Private Sale
#wesuck#PCATX13
Roger L. CauvinDirector of Products
Why We Suck at Naming
“Sounds like a porn site.”
“The kiss of death for an Internet brand is a common name.”
“[A] brand name is a peg that people use to hang all the attributes of your business.”
“The LESS it has to do with your category, the better.”
Incongruity
Elaboration
Affinity2Recall1
Word of Mouth3
1Heckler, S. E. and Childers, J. L., “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?” Journal of Consumer Research, 18, 3, 475-492, 1992.
2Miller, Elizabeth G. and Kahn, Barbara E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research. June 2005.
3Mattsson, Jan and Söderlund, Magnus. Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC : Australian New Zealand Marketing Association, 2011.
