UKNM: 'Wacky Names'

[Martin Forrest]

With the internet being a global medium, wacky/invented names for new

economy businesses are potentially useful to transcend cultural and

linguistic barriers. Invented names such as iobox, boo, qxl or mondus can be

enunciated, without embarrassment, in most languages.


Martin


Martin Forrest

Cubitt Consulting Ltd

30 Coleman Street

London EC2R 5AL


T: +44 (0)207 367 5100

F: +44 (0) 207 367 5150

W: www.cubitt.com <http://www.cubitt.com>


	-----Original Message-----

	From:	Tsugumi Anai [SMTP:

tanaiRedHotChilli [dot] com

]

	Sent:	17 July 2000 15:06

	To:

'uk-netmarketingchinwag [dot] com

'

	Subject:	UKNM: 'Wacky Names'


	Building a brand both online and offline is not just about the name.

The

	brand conveys a message about a business. A strong brand can be

built around

	either a wacky or a conservative name providing it has values and

attributes

	that appeal to the target audience, and providing it delivers on its

	'promise'. If the brand is strong and well managed, no matter what

the name,

	it will remain. Brands that are household names now, such as Apple,

Virgin

	or even Orange, were considered wacky in their time. And those are

offline

	brands to boot! The thing to remember about many online brands, even

those

	in the financial sector, is that they are new businesses in their

own right.


[Sam says: msg chopped]



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