Product Naming: The Art and Science

Choosing a new product, service or company name is a delicate balance of art and science.

In the heat of an introduction, it's often easy to forget that the product name's perception is in the eye of the ultimate consumer. Not the marketing department. Not upper management. Not the founding fathers.

All too often, companies rush to market with a new product name before testing it with the target audience.

Strategic Name Development employed its proprietary DNA Validation™ research technique against a broad cross section of brand names to demonstrate the power of the art and science of name development and brand name research.

For a complete report that analyzes 10 consumer brand names, please download our NameWire™ Product Naming Study pdf document.

Naming of Products: Everyone's an Expert

Let's face it. When it comes to new product names, everyone's an expert. Or think they are.

The practice of critiquing new product names has evolved to a high art among financial writers, brand identity marketers, and naming pundits around the globe. Business publications, the trade press, and even academic journals are having a field day debating the pros and cons of the newest brand name.

This kind of discourse can be fun. It's usually entertaining. But, quite frankly, it's irrelevant. What really matters, after all, is what the target market thinks.

For a complete report that analyzes 20 brand names, please download our NameWire™ Study on the Naming of Products pdf document.

Fast Casual Logo Survey Results

Logos for fast-casual restaurants should be simply designed and easy to read but not so simple that they lose distinction and fail to communicate the restaurant concept to consumers, according to a new study by Strategic name Development, a brand name consultancy based in Minneapolis.

For the complete Fast Casual Logo Report, please click herepdf document.