The Art of Naming: Elevating your Brand

08/13/24 • 7 min

In this podcast episode on naming strategies, Ashley Elliott and Mike Carr discuss the importance of selecting a name that aligns with the desired look, feel, and emotional resonance for a product. Using the example of Intergraph's CAD CAM platform competing against Autodesk, they illustrate how the name "Solid Edge" was chosen to convey both functional and aspirational qualities, appealing to engineers by emphasizing stability and innovation. The conversation highlights the need to balance emotional and functional elements and understand the target audience in naming decisions.

Previous Episode

Taglines and AI: Navigating Branding in a Digital Age

This week on "Naming in the AI Age," Namestormers Ashley Elliott and Mike Carr discuss the evolving relevance of taglines in today’s fast-paced digital world. While some critique taglines as outdated distractions, Mike argues for their enduring value, suggesting they enhance brand names by providing emotional appeal and differentiation. He highlights examples like Dr. Pepper's changing taglines and discusses how AI tools, such as Meta's LLAMA 3.1, are revolutionizing tagline creation with precision and efficiency. The podcast emphasizes that, despite varying opinions, taglines remain crucial for branding, and AI is becoming a key resource in crafting impactful and memorable taglines.

Next Episode

Effective Naming and Branding Strategies

In the podcast "Naming in an AI Age," Mike and Ashley discuss the critical factors in naming a product, emphasizing the need to understand both the competitive landscape and target audience. Using Desert Glory’s "Cherubs" tomatoes as a case study, they highlight how the name cleverly evokes both "cherry" tomatoes and cute, small angels, making it memorable and effective. The episode contrasts master brand strategies, which use a single name for all products, with niche branding, which targets specific product attributes. Mike also stresses the importance of testing names to gauge their effectiveness and appeal.

Naming in an AI Age - The Art of Naming: Elevating your Brand

Transcript

Ashley Elliott (00:12):

Well, hello and welcome to naming in an AI Age. This week we're going to talk about coming up with a great name. There are a lot of things to consider when coming up with a great name. What do you want it