Last month I had the honor of guest blogging on Spin Sucks about the art of naming. Since then, Clairemont has named three furniture collections that debuted last week at furniture market, so we thought it would be appropriate to share the post in its entirety on our blog, too. We hope you will enjoy it as much as we enjoyed naming the new collections!
In a few weeks, I’ll experience my annual ritual of kicking off Fall Furniture market by walking into the showroom and checking out my client’s toenails as I greet her. Yes, her toenails.
My client and I share a love. A love of OPI Nail Lacquer. Take a fashionable color, add a fun, catchy name such as Kiss on the Chic, Gliterzland from the Swiss collection or the best-selling I’m Not Really a Waitress Red, and it goes from a hue we might select once at the nail salon to a bottle we’ll buy to use again and again.
If you’ve ever started a company, you had to name it. If you lead a company or are in marketing, public relations or advertising, you’ve likely been asked to help name a product or campaign. It might not be nail polish, but chances are you want your target audience to respond the way OPI fans do. How do you do that?
Too bad it isn’t as simple as comedian Mitch Hedberg portrayed it to be. “I want to get a job as someone who names kitchen appliances. Toaster, refrigerator, blender….all you do is say what it does and add ‘er’. Hey, what does that do? It keeps shit fresh. Well that’s a fresher….I’m going on break.”
Start with some inspiration. From Altoids to Zima by Evan Morris tells the story behind 125 well-known brands. Morris writes that once upon a time, naming a product was as simple as taking the manufacturer’s name and adding a product description, such as Smith’s Pure and Effective Cough Syrup. Nowadays, as Morris notes, companies often create new words for brands. Google started as “googol,” a word that the nine-year-old nephew of a mathematician made up to mean a “very, very large number, ten raised to the hundredth power.”