A naming approach is how a brand name connects to qualities or ideas related to the underlying brand (e.g., descriptive names, suggestive names, abstract names).
An abstract brand name is a brand name with no apparent connection to the underlying brand.
A descriptive brand name is a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).
Don Norman, design legend and author of The Design of Everyday Things, invited me to speak at UC San Diego Design Lab about how to name innovations. My talk focused on how to create descriptors for innovative products—the part of a name that conveys a product’s category. “Smartphone” and “universal remote” are examples of descriptors. […]
We’ve identified six common mistakes made in naming, as well as pointers for avoiding them.
Drawn from a seminal 1976 federal lawsuit, the spectrum of distinctiveness sets out the relative legal strength of various types of marks. Part Two of a two-part series.
Drawn from a seminal 1976 federal lawsuit, the spectrum of distinctiveness sets out the relative legal strength of various types of marks. Part One of a two-part series.