Ask What Names Can Do, Not Opinions
by David Plasik on June 29, 2025
When seeking feedback on potential names, shift from evaluation to imagination by asking what the name could do for your company rather than asking for opinions.
This approach, developed by David Plasik of Lexicon Branding, transforms naming feedback sessions from subjective preference discussions into strategic explorations of brand potential.
Why traditional feedback fails
- Most people approach naming feedback by asking "What do you think of this name?"
- This invites personal preferences and comfort-seeking rather than strategic thinking
- People naturally evaluate based on past experiences rather than future potential
- Descriptive, "safe" names often win in traditional feedback sessions
The strategic alternative: Ask what a name could do
- Instead of "Do you like this name?" ask "What could this name do for us?"
- This shifts the conversation from evaluation to speculation and possibility
- It focuses on the name's potential impact in the marketplace
- It helps reveal how the name might create distinctive positioning
A powerful variation for external feedback
- When getting feedback from people outside your company, try this approach:
- "Our competitor just launched a product called [your potential name]. What do you think about that?"
- This removes the pressure of direct evaluation
- It reveals how the name naturally positions the product in their mind
- It shows what associations and expectations the name creates
Signs of a strong name
- Look for polarization in reactions - when some love it and some hate it
- The best indicator in research: "I don't know much about that product, but I know they're not like the other guys"
- This creates a "predisposition to consider" - people believe you're offering something different
- Strong names create tension and energy rather than comfort and familiarity
Implementation tips
- Capture reactions verbatim rather than summarizing as "liked" or "disliked"
- Pay attention to the stories and scenarios people imagine when hearing the name
- Note when people lean forward with interest versus when they seem indifferent
- Use the feedback to build a case for how the name will function in the market