search.com or Google: Why we suck at naming products and companies (PCA13)
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Transcript of search.com or Google: Why we suck at naming products and companies (PCA13)
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Products and Companies
Members Private Sale
#wesuck#PCATX13
Roger L. CauvinDirector of Products
Why We Suck at Naming
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“Sounds like a porn site.”
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“The kiss of death for an Internet brand is a common name.”
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“[A] brand name is a peg that people use to hang all the attributes of your business.”
“The LESS it has to do with your category, the better.”
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Incongruity
Elaboration
Affinity2Recall1
Word of Mouth3
1Heckler, S. E. and Childers, J. L., “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?” Journal of Consumer Research, 18, 3, 475-492, 1992.
2Miller, Elizabeth G. and Kahn, Barbara E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. Journal of Consumer Research. June 2005.
3Mattsson, Jan and Söderlund, Magnus. Word-of-mouth is more than recommendations. ANZMAC annual conference. ANZMAC : Australian New Zealand Marketing Association, 2011.
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