Frager Factor

Saturday, February 25, 2012

Fast Company Showcases Product Naming Advice


In Fast Company's "The 8 Principles Of Product Naming" BLOGGER EXPERTS MATT GORDON AND NICK FOLEY opine that "Even at the best of times, naming is a contentious and emotional business. Whether you're naming your baby, your boat, or your brand, the process can breed nearly endless deliberation. Keep these principles in mind as you scout the perfect name."



It's a great article and the 8 considerations are right on point. Where the article misses an opportunity is that this advice will lead you to a name that's been taken as a domain name. They need to stress that a product name and domain name must match and explain why perhaps using some of the evidence like I just presented for ArizonaGaragedoors.com.

And since most names will be taken, what end users need to know and often never are aware of is that just because a name appears to be taken, that doesn't mean it still can't be theirs. It's often assumed the that the price of an aftermarket name is unaffordable, but 1) our studies show many companies finding exact match names for $3K or less and 2) You need to look less at the cost of the good name and more at the cost of a flawed branding decision, a factor that separates the successful businesses from the ones doomed to failure as we discuss here.

I would advise anyone who goes through this exercise become familiar with Domain Names 101 so you can look at an investment in domain names as a money maker versus a cost.

And also understand that if they want a premium name which they think they should just be entitled to because not matches an idea that occurred to them decades after the web began, first they should build a time machine- the seller has a significant domain asset because they had the foresight to register before anyone else or the courage to spend a great deal to buy the domain. It’s their asset, it’s their price.

I think I should have one of the 17 houses on Malibu Beach. Who gives those people the rights out of all the people in the world. Same principle. You can always buy a different name that is in your price range.

Here are their 8 principles:

  1. MAKE IT MEMORABLE
  2. FILL IT WITH MEANING
  3. SAY IT OUT LOUD
  4. DON’T WAIT TO FALL IN LOVE
  5. LISTEN TO YOUR FEAR
  6. STAND OUT IN A CROWD
  7. TOO MUCH IS NEVER ENOUGH
  8. EXPECT ITS STORY TO EVOLVE

In other news in and around the web today:


SELLIVISION: Every domain name represents a BROADCAST station and nothing sells like the power of television- just because mini sites don't work on product domains doesn't mean a QVC-like model wouldn't pop-



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About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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