What's in a product name?
By Denis A. Baldwin

I was reading a Dilbert comic the other day and it struck a very deep chord with my product naming inner child. The comic joked of how all new product names are based on either greek or roman mythology or diseases and medical conditions. How very true this is, regardless of industry, the product, or it's purpose.

When was the last time that you heard a product name that didn't fit the product? I bet you see it often, just as I do. Some things just make sense when being named. Sometimes, overzealous marketing people are so caught up in the romance of naming something that they forget to give the product a logical name.

Let's look at some good examples of naming conventions.

Names that describe an attribute of the product - These are names that are descriptors of the attributes of a product. My favorite example of this is "lava soap". It's soap. It's got little lava-lock rocks in it to help break down grime. Lava soap. Makes perfect sense.

Names that describe a feeling the product gives you - I can think of two great ones here that come to mind. "Irish Spring" soap and "Fresca" soda. Fresca sounds fresh, refreshing, fresh and light, and it is. Irish Spring describes the feeling that a cool water spring has against your skin and how clean and pure it is. These feelings drive home the marketing for these products.

Names that describe a product's use - "Head On". Anyone who has been on the internet long enough knows that this simple, if not a bit ridiculous, example of marketing is exactly what it says it is. Apply this product directly to your forehead and it relieves pain. Whether it works or not, this example of marketing sticks with you because it's incredibly easy to understand.

How many bad examples can you come up with? Reply with your examples. I'll be mailing out prizes to the winners.