Branding: The name doesn’t matter all that much

I know one guy who wants to start an online project. He delayed the project for quite in order to find the perfect name.

At Leaders in marketing 2012 conference, one opinion came:

“The name doesn’t matter all that much”.

Sure, to some point, it matters, it leaves an impression. But there’s so much more in a business than its name, that you can live happily with a not-that-great name. It’s much more important to deliver quality, or other good service, than having a catchy name.

Also see:


Note: Also see the Yahoo! Group on which I present similar issues:IMRo. To join, email imro-subscribe@yahoogroups.com and reply to the confirmation email.

I am a Freelancer. My expertise is in SEO (Search Engine Optimization) / UX (user experience) / WordPress. Co-founder of lumeaseoppc.ro (series of events on SEO & PPC) and cetd.ro (Book on branding for MDs). On a personal level, I like self-development - events, sports, healthy living, volunteering, reading. I live in London, and lots of things live in me.

3 Comments

  • Ela

    22 October 2012 - 23:39

    I was thinking the opposite today when I realised I am promoting the same brands in an affiliation system for 2 years now mainly because they come up first alphabetically and I am not patient enough to go to the bottom of the list as well. I’m pretty sure this happens to a lot of people.

    I aso think a short catchy name that speaks about the product can be an advantage because it’s easier to remember and probably other psychological reasons.

  • Olivian BREDA

    22 October 2012 - 23:42

    OK, I know from personal experience that Breda has an advantage over Petreanu for the first letter.

    There are a lot of reasons to pick a good name right from the start.

    But (and here were my message comes in) there are also a lot of reasons not to go through the trouble of renaming a brand.

    Pick it & stick with it. :) (not an option for 100% of the cases, but, sometimes …)

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