Actionable Marketing Guide Newsletter
Published: Mon, 04/10/17
actionable marketing guide
Dear , Stalks of yellow forsythia buds have popped open around New York City and the suburbs during the past week. The house where I grew up was surrounded by these yellow flowering shrubs they’ve been my spring halcyon. They make me happy. Even better, they arrived in time for spring break.
The city’s filled with tourists and their children. They’re out sightseeing and shopping. Last Friday night, my husband and I met a family of four from suburban Los Angeles on the subway downtown. The two girls had just experienced Times Square at night when the light from digital billboards is so bight it could be daytime.
The younger sister showed me her multicolored nail polish complete with stars. By contrast, the older sister had a French manicure. Their grandmother had taken them to the nail salon for a treat. Like many tourists, the older sister wore a souvenir ski hat with the word Brooklyn on it. She told me she had a friend named Brooklyn. Before my husband and I could register surprise at the location being name used for a girl, the younger sister volunteered there were 3 girls in her grade named Brooklyn. To appreciate our reaction, you must understand that Brooklyn didn’t always have the street cred it does now. Think the opposite of sweet! Why do I bring up the topic of names in a marketing newsletter? Because names matter to people and brands! Last week, Verizon announced the “Oath” name for its AOL and Yahoo brands. From a branding perspective, the name Oath is a head scratcher, especially since it’s difficult for many non-English speakers to pronounce. As a result, it’s likely to sound like oat or oaf, a person who’s not very smart. Not good! Oath means a solemn promise, often to a divine being. This isn’t the first association most people make with online media entities, especially AOL or Yahoo! Like expectant parents, spend time considering potential brand names. I’ve worked with groups to develop names for new or sub-products. While it seems easy, it’s not. Before you start, list the names of competitive products and companies. Like any ideation process, it’s best to have members brainstorm on their own and to vet the potential names as a group. Don’t forget to ask your prospects or customers what they think. Once you select a name, do your homework. Check whether it’s in use and whether the URL is available. If you decide to change your URL later, it can be costly. (Think lots of zeroes in the number.) Consult with an intellectual property lawyer for trademarks and other legal needs (where appropriate). RECOMMENDED READING Wishing you all the best regardless of which holidays you celebrate this time of year. |
Happy Marketing Heidi Cohen
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Photos: Forsythia suspensa – https://commons.wikimedia.org/wiki/File:Forsythia_suspensa_4090392_%E3%83%AC%E3%83%B3%E3%82%AE%E3%83%A7%E3%82%A6%EF%BC%88%E9%80%A3%E7%BF%B9%EF%BC%89.JPG Times Sq at Night – https://commons.wikimedia.org/wiki/File:1_times_square_night_2013.jpg |
