NameLab: Difference between revisions
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|title=H&R Block: A Predictable Business With Minimal Growth Prospects |
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|date=September 30, 2018 |author=Alex Middleton}}</ref> the name-it-yourself approach has shown it works: [[Yext]] named itself by combining |
|date=September 30, 2018 |author=Alex Middleton}}</ref> the name-it-yourself approach has shown it works: [[Yext]] named itself by combining Next and Yellow Pages.<ref name=Forbes/> |
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For those not doing it themselves, the process involves psychologists, linguists and semanticists who know that "new" and "lite" are not the reason they've been hired.<ref name=WPost/> There's even a process name to sell companies on what they're doing: '''STAR''' - "Segmentation Through Attitudinal Restructuring." |
For those not doing it themselves, the process involves psychologists, linguists and semanticists who know that "new" and "lite" are not the reason they've been hired.<ref name=WPost/> There's even a process name to sell companies on what they're doing: '''STAR''' - "Segmentation Through Attitudinal Restructuring." |
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Revision as of 11:59, 29 January 2019
 | This article may require copy editing for grammar, style, cohesion, tone, or spelling. (January 2019) |
NameLab Inc.[1] is "a company to help entrepreneurs come up with names.[2]
Naming process
The naming process includes identifying words that could fit, then "making them a thing."[1] Smaller than a word is the morpheme, the building block from which marketing names like "Lumina"are formed.[3]
One example is how NameLab used the prefix "Acu" to help form "Acura."[4]
The term "In-capping" actually describes the name NameLab[2] and it worked for clients such as AutoZone. A NameLab competitor used the idea to change its own name from Millennium Groupe to NeuVision Group LLC in the year 2000, since by then the word millennium had, in founder Dave E. Anderson's opinion, "grown old."
As for competition, effectiveness and protecting the value of a name, NameLab's Bachrach said "If you make up a word, you will have much stronger proprietary rights." Also, just as do-it-yourself tax filers were and still are H&R Block's largest competitor, [5] the name-it-yourself approach has shown it works: Yext named itself by combining Next and Yellow Pages.[6]
For those not doing it themselves, the process involves psychologists, linguists and semanticists who know that "new" and "lite" are not the reason they've been hired.[3] There's even a process name to sell companies on what they're doing: STAR - "Segmentation Through Attitudinal Restructuring."
History
The firm was started by Ira N. Bachrach.[2][7]
The high point of its success was "the tech boom of the late 1990s"[6] because of the need for names that would be attractive to investors. Napster was attractive, whereas "Jobsforgems" wasn't.[2]
Advertising guru Al Ries said: "The name is the single most important decision you'll ever make as a company."[2][3]
Much of the company's work is for naming products, and that often involves making suggestions for externalities, such as the color of a vitamin pill.[3] Another part of this work is to verify that the suggested name is available.[8]
See also
References
- ^ a b William L. Hamilton (July 29, 2004). "DESIGN NOTEBOOK; Trash Trades Up". The New York Times.
- ^ a b c d e Charlie Anderson (March 16, 2003). "NameLab Inc.: Part intuition, part marketing, part software, all important". Kansas City Business Journal.
- ^ a b c d Peter Carlson (December 16, 1990). "WHO PUT THE SUNSHINE IN THE SUNSHINE SCENT?". The Washington Post.
- ^ Jennifer Merritt (2018). Start Your Own Business: The Only Startup Book You'll Ever Need. Entrepreneur Media. ISBN 1613083882.
- ^ Alex Middleton (September 30, 2018). "H&R Block: A Predictable Business With Minimal Growth Prospects".
- ^ a b Jessica McHugh (November 19, 2012). "The M&A Name Game". Forbes.
- ^ "NameLab develops names". InfoWorld. September 9, 1985. p. 23.
- ^ Jube Shiver, Jr. (July 14, 1987). "The Name of the Game : Moniker Makers Rake in Big Bucks". The Los Angeles Times.
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