The Feldwick Factor
What is best practice for naming a product and what works best in advertising?
I have often wondered whether there can ever be a ‘best practice’ in choosing names. I fear that any principle I suggest can easily be confuted by frequent examples of the opposite approach working just as well.
For instance, I could float a theory based on a list like the following: Apple – Microsoft; Virgin – British Airways; Red Bull – Lucozade NRG; O2 – Vodafone. In each case, the second name is relatively descriptive or predictable, while the first is...