How to Tell a Good Company Name from Bad

If you're not confused, who is?

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

Photo by b-tal at



About Raffy Pekson II

Once a geek, always a geek. Industry exposure includes I.T., direct sales, media publishing, telecommunications, internet services, BPO and call centers, travel services, headhunting and recruitment, internet marketing and everything there is on the web.
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