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The Word
On its purest level, a brand is really
nothing more than a word. More specifically, the sound of that word,
what implied meanings it might conjure up, and how memorable it is.
A short, unique sounding word is best. Note consumers'
penchant for shortening brand names even further, as well as adding
uniqueness to generic sounding names: "FedEx" (Federal
Express); "KD" (Kraft Dinner); "Coke" (Coca
Cola); "Mac" (Macintosh).
The Design
All the best designers and strategists on the planet cannot
make a bad brand or company name any more appealing than consumers
believe it to already be. There is, however, a quick-fix strategy
that has saved countless companies from certain obscurity—the
acronym: General Motors to "GM"; General Electric to "GE";
International Business Machine to "IBM."
But a good name (even a good acronym) can inspire a
unique logo design that can help create a memorable word in the mind.
In fact, a great name might not even need a bug.
A unique wordmark might
be all that's necessary.
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| Short, unique,
memorable "words" |
Read more: Naming
trends (source: BrandChannel.com)
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