the product naming blog

« Product Naming: Home Depot Discovers the Hispanic Market es Enorme | Main | Links Du Jour 05-30-06 »

May 29, 2006

How Important is a Name, Product Name or Brand Name?

Yes, you guessed it. Being in the naming business, I place high value on a good name whatever the industry, business or application.

Being as objective as I can, let me try to convince you of the importance of a name. Do you remember that classic experiment in which a college professor hands out cookies to the students? They are enjoying every bite, until the professor announces to the class that they have been eating dog biscuits.

All the students suddenly gasp. But wait. The students were actually served a cookie, but only when it was named a “dog biscuit” did they have an adverse reaction. That’s the power of a name.

European UnionWell, the reverse situation may be happening in the EU. The European Union ministers, all 25 of them, have been trying to ratify an , but the French and Dutch have rejected the idea because they feel an EU Constitution could “undermine national sovereignty”.

Now what? German Foreign Minister Frank-Walter Steinmeier has floated the idea of renaming the EU Constitution as EU Basic Law (or in some reports, “Basic Treaty”). Basic Law would legally be the same as Constitution.

EU MinistersSame document, different name. Have I convinced you of the importance of a good name? If not, 25 Foreign Ministers think the name change could work.

  • Religion Clause notes that German Chancellor Angela Merkel is promoting the idea of adding religious references to the document.
  • Swiss blogger Pigilito responds to an Op-Ed piece from the Telegraph arguing that the Constitution is more alive than dead.
  • The Stirrer doubts that rebranding the constitution will convince the French and Dutch to change their minds about it.

Technorati Tags: , , , , , , , ,

Posted by William Lozito at May 29, 2006 8:14 PM
Posted to | | |

Trackback Pings

TrackBack URL for this entry:

Leave a comment