{"id":1710,"date":"2008-08-18T11:26:33","date_gmt":"2008-08-18T16:26:33","guid":{"rendered":"http:\/\/selectmetrix.com\/blogs\/2008\/08\/more-than-a-name\/"},"modified":"2008-08-18T10:18:29","modified_gmt":"2008-08-18T15:18:29","slug":"more-than-a-name","status":"publish","type":"post","link":"http:\/\/selectmetrix.com\/blogs\/2008\/08\/more-than-a-name\/","title":{"rendered":"More Than A Name"},"content":{"rendered":"<p><a target=\"_blank\" href=\"http:\/\/blog.inc.com\/marketing\/2008\/08\/whats_in_a_name_not_much_1.html?partner=rss\">Here is an interesting post from one of Inc.com&#8217;s blogs<\/a>.\u00a0 This one discusses the importance of a company&#8217;s name for branding purposes.\u00a0 The short post contains something simple, but profound:<\/p>\n<blockquote><p>In fact, only one of the 12 &#8212; Jeff Taylor, founder of Monster.com &#8212; felt the name he selected was indispensable and key to branding his company. Surprisingly, not even Starbuck\u2019s co-founder Jerry Baldwin felt the name was essential.<\/p>\n<p>Some of the other business leaders I consulted with &#8212; such as Ben &amp; Jerry\u2019s Homemade founders Ben Cohen and Jerry Greenfield, cosmetics expert Bobbi Brown, Wally \u201cFamous\u201d Amos, Kate Spade, and David Oreck &#8212; named their companies in part or entirely after themselves. While this group felt it helped bring brand accountability and provide some level of differentiation, they did not believe the company name was essential in creating the brand. They unanimously agreed the best way to build a powerful brand identity is to offer unmatched quality, exceptional service, and <em>consumer-centric<\/em> products or services that focus on <em>their customers\u2019<\/em> needs and wants.<\/p><\/blockquote>\n<p>Isn&#8217;t this the mantra of sales?\u00a0 I have worked for many companies where we tried to push this point through to marketing with little success.\u00a0 The meetings continued and the brainstorming reached a fever pitch as they attempted to select the &#8220;right&#8221; name for a new product.<\/p>\n<p>Sometimes it is as simple as listening to the customer and delivering what you promise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here is an interesting post from one of Inc.com&#8217;s blogs.\u00a0 This one discusses the importance of a company&#8217;s name for branding purposes.\u00a0 The short post contains something simple, but profound: In fact, only one of the 12 &#8212; Jeff Taylor, founder of Monster.com &#8212; felt the name he selected was indispensable and key to branding his company. Surprisingly, not even Starbuck\u2019s co-founder Jerry Baldwin felt the name was essential. Some of the other business leaders I consulted with &#8212; such as Ben &amp; Jerry\u2019s Homemade founders Ben Cohen and Jerry Greenfield, cosmetics expert Bobbi Brown, Wally \u201cFamous\u201d Amos, Kate Spade, and David Oreck &#8212; named their companies in part or&hellip; <a class=\"read-more\" href=\"http:\/\/selectmetrix.com\/blogs\/2008\/08\/more-than-a-name\/\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"","bgseo_description":"","bgseo_robots_index":"","bgseo_robots_follow":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[17],"tags":[965,1763,964],"class_list":["post-1710","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-importance-of-product-names","tag-marketing","tag-naming-products"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5Oho-rA","jetpack-related-posts":[{"id":2285,"url":"http:\/\/selectmetrix.com\/blogs\/2010\/03\/bou-branding\/","url_meta":{"origin":1710,"position":0},"title":"Bou Branding","author":"Derrick Moe","date":"March 2, 2010","format":false,"excerpt":"Being a coffee addict, this news is huge for me.\u00a0 Caribou is rebranding itself with a new logo an some drinks\/products (I\u2019m in it for the coffee so these ancillary items are inconsequential to me). The logo change: Here is the part of marketing\/branding that catches my attention: Alfredo Martel,\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"http:\/\/selectmetrix.com\/blogs\/category\/marketing\/"},"img":{"alt_text":"Caribou_Logo","src":"https:\/\/i0.wp.com\/www.selectmetrix.com\/images\/Posts\/BouBranding_C726\/Caribou_Logo_thumb.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1627,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/06\/employment-branding\/","url_meta":{"origin":1710,"position":1},"title":"Employment Branding","author":"Derrick Moe","date":"June 20, 2008","format":false,"excerpt":"We work under a premise that my father is fond of saying, \"They typically don't need longer to say yes.\"\u00a0 This is a truth of life that plays out time and again.\u00a0 There is one group of people that truly understands this principle...candidates.\u00a0 If they do not receive any feedback\u2026","rel":"","context":"In &quot;Hiring&quot;","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1432,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/02\/why-do-salespeople-quit\/","url_meta":{"origin":1710,"position":2},"title":"Why Do Salespeople Quit?","author":"Lee Fratzke","date":"February 22, 2008","format":false,"excerpt":"I've read\u00a0in many articles, blog posts and white papers that people take a job because of the company and quit because of a manager.\u00a0 I have talked to many salespeople about why they are looking for a new opportunity and\u00a0the vast majority do come down to their manager.\u00a0\u00a0But there is\u2026","rel":"","context":"In &quot;Sales Management&quot;","block_context":{"text":"Sales Management","link":"http:\/\/selectmetrix.com\/blogs\/category\/sales-management\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2360,"url":"http:\/\/selectmetrix.com\/blogs\/2010\/06\/impulse-drive\/","url_meta":{"origin":1710,"position":3},"title":"Impulse Drive","author":"Derrick Moe","date":"June 30, 2010","format":false,"excerpt":"No, I\u2019m not talking about Star Trek but rather a common drive amongst leaders that can get them in trouble.\u00a0 I\u2019ve seen this drive recently in a couple of different business-owning customers.\u00a0 My definition of it is a fast-acting, emotionally-driven decision. I think there is some value to it especially\u2026","rel":"","context":"In &quot;Leadership&quot;","block_context":{"text":"Leadership","link":"http:\/\/selectmetrix.com\/blogs\/category\/leadership\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":512,"url":"http:\/\/selectmetrix.com\/blogs\/2006\/12\/how-to-hire-a-gifter\/","url_meta":{"origin":1710,"position":4},"title":"How to Hire a Gifter","author":"Derrick Moe","date":"December 19, 2006","format":false,"excerpt":"I never thought I would write this, but you may be too rich if you need a \"Santa Gifting Service\" - Santa's 'Gifting' Helpers Handle Holiday Shopping for the Wealthy. I read this article and was laughing and mildly disgusted all at once. Here's why: To some people, hunting for\u2026","rel":"","context":"In &quot;Hiring&quot;","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":826,"url":"http:\/\/selectmetrix.com\/blogs\/2007\/04\/why-executive-salary-caps-dont-work\/","url_meta":{"origin":1710,"position":5},"title":"Why Executive Salary Caps Don&#8217;t Work","author":"Derrick Moe","date":"April 17, 2007","format":false,"excerpt":"The title of this post is a shot across the bow of Red Bird since he and I go toe-to-toe on this topic. I am a strong proponent of letting the market determine executive pay. I trust the market as the best arbitrator of compensation. The principle works every time\u2026","rel":"","context":"In &quot;Compensation&quot;","block_context":{"text":"Compensation","link":"http:\/\/selectmetrix.com\/blogs\/category\/compensation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1710","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/comments?post=1710"}],"version-history":[{"count":0,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1710\/revisions"}],"wp:attachment":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/media?parent=1710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/categories?post=1710"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/tags?post=1710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<!-- WP Super Cache is installed but broken. 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