Brands: What's in a name?
Nikolas ContisSiegel+Gale
The brand name is the most ubiquitous and visible element in a brand strategy, so it is important to get it right. Nikolas Contis of Siegel+Gale San Francisco outlines some best practice in brand naming.
Several well-chosen words can make a big difference when trying to engage consumers. BMW's tagline is 'The Ultimate Driving Machine'. For a while, Ford's was Drive One. Clearly, there are right words and there are not so right words.
Think about the importance of one right word. Brand names are often just that... one word, like Apple....