Focus on Behavior, Not Positioning When Naming

The Science of Naming: Creating Strategic Brand Names

David Plasik, founder of Lexicon Branding, reveals that effective brand naming is a disciplined process combining creativity, linguistics, and strategic thinking. A great name creates both cumulative advantage (strengthening over time) and asymmetric advantage (starting with distinction in the marketplace).

The Three-Step Naming Process

1. Identify

• Focus on behavior and experience rather than positioning statements
  • "How do you behave now and how do you want to behave in the future?"
  • "How do you want the marketplace to behave toward you?"
  • This behavioral focus yields more distinctive names than traditional positioning
• Analyze the competitive landscape
  • Examine existing names and language patterns in the space
  • Look for opportunities to be distinctive where others are similar
• Create a "creative framework" (not objectives)
  • Functions as a window for teams to explore through
  • Ensures names have depth, breadth, and different personalities

2. Invent

• Use small creative teams rather than large brainstorming sessions
  • Teams of 2-3 people work more effectively than large groups
  • Assign different contexts to different teams:
    • Team 1: Gets complete project information
    • Team 2: Works on disguised brief (e.g., naming for a competitor)
    • Team 3: Works in completely different category (e.g., naming a bicycle instead of software)
  • Most winning names come from teams working on disguised briefs
• Apply linguistic science to name creation
  • Analyze sound symbolism of letters (e.g., V is vibrant, B is reliable, Z is noisy)
  • Consider processing fluency (how easily the brain processes the name)
  • Use compound words to create multiplier effects (e.g., PowerBook, Facebook)
• Generate thousands of ideas before filtering
  • Start with 2,000-3,000 name ideas and directions
  • Filter through trademark clearance and linguistic analysis
  • Avoid over-evaluation early in the process

3. Implement

• Create prototypes to help visualize the name
  • Mock up the name on products, ads, and marketing materials
  • Help clients see the name in context of the marketplace
• Prepare rationales for internal stakeholders
  • Arm champions with ammunition to win over executives
  • Focus on marketplace impact rather than personal preferences
• Test with customers in context
  • Don't ask "do you like this name?" but "what does this name make you think?"
  • Look for responses like "they're not like the other guys"

Key Principles for Effective Naming

• Seek discomfort and polarization

  • "If your team is comfortable with the name, chances are you don't have the name yet"
  • Look for tension and disagreement as signs of a strong name
  • Bold names create stronger market reactions than safe ones

• You won't "know it when you see it"

  • Most clients believe they'll recognize the perfect name instantly
  • Great names often feel uncomfortable at first
  • "There is no power in comfort" in the marketplace

• Focus on experience over description

  • Names should start stories, not make statements
  • Descriptive names (like "Cloud Pro") blend in rather than stand out
  • Distinctive names create stronger bonds with customers over time

• Domain availability is secondary

  • Get the right name first, then figure out the URL
  • The .com has become "like an area code" - less critical than before
  • Better to invest in marketing than overpay for a perfect domain

• Test names by framing them as competitors

  • Ask people: "Our competitor just launched with the name X. What do you think?"
  • This reveals how the name makes people feel without direct evaluation
  • Look for responses that show imagination and curiosity

The Diamond Exercise for DIY Naming:

1. Draw a diamond shape
2. Top point: "Win" - How do you define winning?
3. Right point: "What do you have to win?" - Current strengths
4. Bottom point: "What do you need to win?" - Required resources
5. Left point: "What do you need to say to win?" - Key messages

This framework shifts thinking from "finding a word" to creating an experience that delivers asymmetric advantage in the marketplace.

Lenny Rachitsky: What's a name that you came up with that you had to fight super hard for that the client just hated?

David Plasik: When we presented Sonos it was rejected because it's not entertainment like... We argued about that because I said this is outside looking in but I don't see you as an entertainment company... humans do like to be comfortable... part of our job here is to help people to give the confidence going bigger and being uncomfortable.