From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Brand names

Brand names

From the course: The 22 Immutable Laws of Branding (Blinkist Summary)

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Brand names

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- [Narrator] Blink number eight. Brand names should be short, unique, and meaningful and different from the parent company name. What's in a name? In branding, everything. Choosing a name is one of the most important decisions a company will ever make. How people perceive your brand will be decisively shaped by what you decide to call it. This is law 18, the law of the name, but what defines a good brand name? To be effective, a name must be short and unique. Take Xerox, the company released its first plain paper photocopier way back in 1959. Because their machines were innovative and superior in quality, the company became synonymous with advanced technology, but that couldn't last forever. By the 2000s, Xerox's competitors were offering products of similar quality. What continued to give Xerox an edge was its short, unique, and memorable name. Xerox also exemplifies the lesson of the 19th law, the law of the generic.…

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