Several years ago, Watkins created a boiled-down 12-point ‘Smile or Scratch’ test to help businesses test their brands or product names — posing the question, “When you hear the company name does it make you smile or scratch your head?”
- Simple — a straightforward no-brainer concept.
- Meaningful — something consumers can get and that connects with brand focus.
- Imagery — visually evocative.
- Legs — it lends itself to wordplay.
- Emotional — it makes a connection with the audience.
Or is the name…
- Spelling-challenged — it isn’t spelled how it sounds.
- Copycat — too similar to competitor’s name.
- Random — disconnected from the brand.
- Annoying — hidden meaning or forced.
- Tame — flat, uninspired or not descriptive.
- Curse of knowledge — the average person wouldn’t get it.
- Hard-to-pronounce — unapproachable, complicated words.
Read entire article at San Francisco Business Times
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