A secret that I am reluctant to tell my peers: companies with this kind of brand name are the most valuable

Dear friends, please forgive me for using a catchy title , because I think this discovery and method are so important that I must let you know.

Recently I did some research on brand naming and found a way to quickly come up with a good name. What’s more, it is definitely a good name. Don’t you think it’s amazing?

Do you know which company has maintained the world's largest market value from 2011 to today?

You guessed it, apples.

I will tell you later why Apple is a good name.

We often have a misunderstanding when choosing a name, that is, the name must be grand and have to be this or that. Under the influence of this kind of thinking, some inexplicable names often appear. For example, the name "Jinglin Original Work" looks very high-sounding, but it is not easy to remember. When you tell others, they can't write it down, and they don't understand what this name means.

It is a villa in Beijing.

In fact, it would be better to just name it Donghu Villa (which does exist). You see, it is easy to remember and people can know what it is. If there is really no other choice, a name like Luneng Villa No. 7 is better than the previous one.

What I want to tell you today is how to quickly find a suitable brand name, and it will be as good as the name Apple.

Bring a small stool and come, let’s start the class.

Before the lecture, let’s learn a new term I invented, called “strange sense of familiarity”. Just remember it and I will explain it later.

1. The first step to choosing a good name: common words + different categories

I just shared a topic over the weekend called "Strange Sense of Familiarity" .

What it means is that when creating novels, stories, movies , designing logos, writing pop songs, naming, etc., if you want a work to become popular, you have to work on familiarity + unfamiliarity.

For stories and movies, the story structure and routines must be familiar, but the performance elements must be fresh. For example, "Alien" is actually a space version of "Jaws". The horror story structure is basically the same, but the scenes have been changed drastically, and the audience buys it.

The recently released "Wonder Woman" is also a Western mythology version of a time travel + superhero story, but it adds several new elements such as mythology, World War II, and time travel, and everyone enjoys watching it.

When it comes to naming, familiarity and ease of memory are the most important, so we must find a familiar word. Of course, this word is mostly nouns , but there are also other words, such as Fauvism, Republic, Unification and so on. Mobile phone names such as Xiaomi, Apple, and Hammer are all extremely familiar terms.

But there is a principle here: the category you want to name should not be related to the attributes of your name.

For example, you can call your phone Xiaomi, but if your brand makes bread, you must not call it Xiaomi bread. Why? Because millet brand bread will not have a strange sense of familiarity, because it is very likely that there is bread made with millet as the raw material, which is not good. Similarly, Apple-branded phones are good, but Apple-branded canned food is not. If you open a gallery, it’s better not to call it Fauvism. But if you open a flower shop, it’s fine to call it Fauvism.

Other examples of naming in this way include:

Xiaozhu Short-term Rental, Shenzhou Private Car , Xiaogou Electric Appliances, Guazi Used Cars (just imagine how much less memorable Uxin Used Cars is than Guazi), Tianshen Entertainment, Himalaya FM, Qingshan Capital, Sequoia Capital, Ant Financial , Elephant Condoms, The Beast Flowers, Zebra Craft Beer, Cheetah Mobile, Arctic Ocean Soda, Venomous Tongue Movies, Guokr.com , Huajiao Live , and Uni-President Iced Black Tea.

Familiar words + unfamiliar categories create a strange sense of familiarity. This familiarity is easy for you to perceive, but the strangeness is not easy for you to perceive. However, you will be influenced subtly and think that this name is not bad.

Then, it will be very easy for you to name your brand in the future. Just determine your product category first, and then find a familiar word outside of your category to name your brand.

This not only creates a sense of familiarity, but also prevents similar trademarks from being registered early. For example, if you want to make a children's product and want to call it the Smurfs, there is no need to ask, it must have been registered in this category a long time ago. Call it Blue Whale, maybe there is still a chance.

2. The second trick to choosing a good name: unfamiliar attributes + familiar nouns

The first trick of naming is indeed a good one, but there is still a problem, that is, these common words are often registered. In order to protect their brand, some brands would register categories they don’t want to operate in, so it will be difficult for you to find a name that can be registered.

It doesn’t matter, we have also prepared an ultimate trick for you, which is privately called the instant naming method.

What are the unfamiliar attributes of familiar nouns?

Please look at the big screen.

Does Tmall exist in the world? Does not exist.

Is there a cat in the sky? Almost non-existent (don’t get too serious with me about pets checked into airplanes)

So Tmall creates a strange sense of familiarity.

The same goes for Tmall’s brother: Fliggy Travel.

What color is the moon? Not blue anyway.

There is a strong liquor abroad called Spicy Monkey.

There is a storytelling program on Lizhi FM called Colorful Zebra, which our children like very much.

Similar examples include:

Red Bull, Blue Mountain, New Oriental, Micro Whale, Le Caesar (Durian Pizza), Dr. Rabbit, Red Golden Dragon.

If you want to choose a name now, let me teach you how to quickly choose a name that you like and that consumers also think is good.

First, think of an animal (or plant, or something else) that you like.

Next, think of a color (or state, shape, etc.) that you like.

Finally, combine them to get the name you want.

For example, I like rabbits and I like the color orange, so your brand name could be Orange Rabbit.

For example, I like rabbits and I like flying, so your brand name can be Flying Bunny. The logo is also easy to draw, right?

For example, I like mangoes and I like the round shape, so the brand name would be Round Mango.

The bell has rung. That’s all for today’s class. See you next time.

PS:

1. The method I mentioned is the easiest way to name, but good names are not limited to the two categories I just mentioned.

2. A brand’s success may not necessarily be due to a good name, but a good name is definitely a powerful driving force for the brand.

3. Don’t pursue the meaning behind the name. It is basically meaningless because no one cares except you.

4. I have written two articles about naming before, you can compare them.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @小马宋由(Qinggua Media). Please indicate the author information and source when reprinting! Site Map