Spent yesterday with client and a group of creative people (members of our creative panel) in trying to develop new names for the clients business. Trying to develop new names is always an interesting process.
This is how we went about it. First we asked people to bring along three ideas to the workshop. With ten people you already have 30 ideas. Next I asked participants to list the features and benefits of the business and we built ideas around these.
After this we worked on the emotions that people felt after using this product or business. The last step was to evaluate the ideas and words and develop a short list. We then drew an image and a tag line for each of the suggestions on the short list.
The result? We cracked the new name. The client loved being involved in the process and our panel members were paid for using their minds.
6 responses so far ↓
1 Minh-Dang // Jan 30, 2008 at 4:55 am
Hi Ken
Great post. Here is another excellent strategy to find out if you have a great brand name or name for anything (a book title, a new business name, etc) by asking the market. Use Google Adwords.
Google Adwords allows you to have multiple ads for the same set of keywords. It can also display the ad that receive more clicks more often. So you can use this to see which brand name or name you’re trying to test is more popular. Just create a few ads with the brand name or name you’re trying to test, link it to the keywords that relates to those ads and sit back and see which ad received more clicks.
By using Google Adwords, all the people searching on Google can become members of your creative panel, imagine a world-wide creative panel? lol. And you don’t have to pay them at all. You do have to pay Google for the clicks but for the price you are paying and the information you are getting? It is well worth it.
I know Tim Ferris, the author of “The 4 hour workweek” used Google Adwords to find the best title for his book.
So Google Adwords is not just a tool to drive targeted traffic to your website, you can use it to get answers to your questions if you ask the right question.
2 ken hudson // Jan 30, 2008 at 5:31 am
Minh,
love your feedback. I have never thought of creating new names this way–a kind of immediate world-wide focus group.
Has anyone else done this before?
3 joe Tooma // May 15, 2008 at 7:32 pm
Google Adwords sounds like a great idea- I’ve never heard of it I’m ashamed to say. I’ll do as earch. Is there a cost involved or special expertise needed? How specifically can the responses to adwords be analysed ? eg. can responses be identified demographically (age, gender, income) or geographically?
4 thwalhath // Jul 17, 2008 at 1:32 pm
need mobile acssories brand name
5 flutura // Aug 8, 2008 at 4:08 am
we have a brand name of the company, but now i am trying to do a brand book. i never done before
can somebody help me to find how to do
i am surfing on google, i am finding a lot of thing but i thought maybe somebody can help me
6 KPMG // Nov 29, 2008 at 2:38 pm
I would be able to help, we conducted quite a few branding project, do you have a website?
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