Igor http://igorinternational.com/blog Naming and Branding Blog Wed, 02 Sep 2015 17:12:47 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.4 Our Latest Naming Work: Sliver Vodkahttp://igorinternational.com/blog/2015/09/02/naming-companies-naming-work-sliver-vodka/ http://igorinternational.com/blog/2015/09/02/naming-companies-naming-work-sliver-vodka/#comments Wed, 02 Sep 2015 00:46:02 +0000 http://www.igorinternational.com/blog/?p=6202 An extraordinarily interesting and challenging naming assignment: Find a name that works for “All natural fruit infused” AND it had to be “a sexy / edgy name”.

“Sliver” is spot on the confluence of these seemingly disparate ideas.

And of course the name had to be a word that “had never been used for a food or beverage anywhere in the world”. Simple.

Sliver Vodka

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Igor’s CEO on NY1http://igorinternational.com/blog/2015/09/01/igors-ceo-on-ny1-today/ http://igorinternational.com/blog/2015/09/01/igors-ceo-on-ny1-today/#comments Tue, 01 Sep 2015 02:03:15 +0000 http://igorinternational.com/blog/?p=6366 July 30, 2015

How One Man Helped Name Many of Today’s Popular Travel Brands

By Valarie D’Elia

 

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One man’s agency is behind the names of many popular travel brands. Time Warner Cable News’ Valarie D’Elia filed the following Travel with Val report.

Vegas hotels with names such as Wynn, Aria and the Signature at MGM Grand come from a partnership with the creative mind of Steve Manning. He is the founder of Igor Naming Agency, a 13-year-old business in Marin County, California.

“You’ve got to do something that taps into people’s brains and makes sense, and makes them sort of say, ‘Oh yeah, I get it,'” Manning says.

Sure, naming the Wynn hotel after the owner might seem like a no-brainer.

“He really signed the hotel, sort of like an artist would sign a work of art,” Manning says.

He got into the name game not long after a stint at the Travel Channel, so he knows the territory.

“Northwest, Southwest, United, American – those are all really the same types of names. They’re just moving a few key words around,” Manning says. “Until somebody comes along and names something Virgin, and suddenly that’s a different game.”

Manning usually presents 45 names to a client before one sticks, so he knows how tricky the process can be.

“Somebody’s going to raise their hand and say, ‘What if we have an accident? The headline will read JetBlue-up.’ It takes them a while to realize that people won’t associate car theft with Hotwire, nor do people think that the pilots at Virgin are inexperienced,” he says. “But that’s people’s gut reaction when they try to name something and you have to help them get over that fear.”

And that in-flight wireless at our fingertips? Yep, Manning named it originally for Richard Branson.

“You know the name GoGo worked with the Virgin brand, like go-go dancers – plus it’s on the go and it’s kind of fun and exciting,” Manning says. “But also, once it starts going on the other aircrafts, you don’t think of Virgin.”

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Our Latest Naming Work Launches: Zoichttp://igorinternational.com/blog/2015/08/22/our-latest-naming-work-launches-zoic/ http://igorinternational.com/blog/2015/08/22/our-latest-naming-work-launches-zoic/#comments Sat, 22 Aug 2015 14:29:49 +0000 http://igorinternational.com/blog/?p=6392 Zoic Capital is a life science and medical technology venture capital firm focusing on concept to early stage opportunities.

Zoic is a suffix meaning “of life” – as in Paleozoic, Cryptozoic, Protozoic, Mezozoic, et al.
Zoic is short, unique, and has a great look & sound.

Zoic sums up what the company is about in a disruptive, differentiated & intriguing way.
An instant classic.
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The Difference Between PR, Branding, Marketing & Advertisinghttp://igorinternational.com/blog/2015/08/21/naming-companies-agencies-firms/ http://igorinternational.com/blog/2015/08/21/naming-companies-agencies-firms/#comments Fri, 21 Aug 2015 14:40:23 +0000 http://igorinternational.com/blog/?p=6400 CNEs_6jVAAAU6BN

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Tesla – Anatomy of a Great Company Namehttp://igorinternational.com/blog/2015/07/10/naming-agencies-of-a-great-name/ http://igorinternational.com/blog/2015/07/10/naming-agencies-of-a-great-name/#comments Fri, 10 Jul 2015 11:40:06 +0000 http://www.igorinternational.com/blog/?p=5271 Tesla is a fantastic name for revolutionary electric car company, but not a name that could navigate a typical corporate naming process and survive.

The death of a thousand cuts would include:

  • We can’t acquire Tesla.com, we’d have to use Teslamotors.com, a non-starter. Electrificity.com is available. Let’s go with “Electrificity” instead – we can get the domain.
  • Nicola Tesla’s inventions were all in AC, not the DC battery power the cars use. Edison was the man when it came to DC. Tesla advocated the opposite
  • Most people don’t know who Tesla was
  • “Tesla” was a big selling ’80s hair band

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Most Teslas are sold online, and though they were unable to secure Tesla.com, they knew the common wisdom that going with Teslamotors.com would hurt sales was and is nonsense.

Tesla knew it was a great name even though Mr. Tesla’s work was with AC electricity, not the DC electricity the car runs on, which was the domain of Edison. They knew Tesla is a much sexier word attached to a sexier, more mysterious personality. The name Edison is just boring all around. So no one cares about the glaring discrepancy – they just associate the name with electricity.

For Tesla, going with the domain Teslamotors.com and using the name Tesla was a better move than changing the name to Electrificity or some such because they could get the Electrificity.com.

Tesla is memorable, has a great look, sound, meaning, mystery and sexiness to it. Do you walk away from that over domain availability? (Hint: “What would Elon Musk do?”)

We are all for a matching domain name, but it must be a powerful one.

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Why are “Hotwire” & “Pandora” Powerful Names?http://igorinternational.com/blog/2015/06/20/why-are-hotwire-pandora-powerful-company-names/ http://igorinternational.com/blog/2015/06/20/why-are-hotwire-pandora-powerful-company-names/#comments Sat, 20 Jun 2015 16:35:01 +0000 http://www.igorinternational.com/blog/?p=5920 To understand why they work so well, you have to get literal for a moment:

Hotwire = “to steal a car”

Pandora = “unleashed plagues, diseases & all the evils of mankind”

These types of meanings will get a name dismissed ASAP by a naming committee – a committee that would have been wrong to dismiss these names, obviously.

Consumers don’t attribute these literal, negative qualities to the companies who use Hotwire & Pandora as their company names (you don’t, do you?). But naming committees erroneously believe they will.

In each case the name is a metaphor for something about the company. Hotwiring a car is a “hack”, Hotwire positions the site as a travel hack – a way around high prices. Pandora Radio is a marketplace, positioned metaphorically as a “box full of intrigue”.

When juxtaposed in line with the company’s positioning, the names simply become interesting – they have personality. They demonstrate confidence and uniqueness. Metaphorically re-purposing the negative is what makes them so positive.

The names are provocative, differentiating and memorable.

From a business perspective, these names are a pure positive, derived from a literal negative. It’s called “The Principle of Negativity”.

Don’t fear the Negative – well executed, it’s a Positive.

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If I see you wearing an Apple Watch…http://igorinternational.com/blog/2015/05/30/naming-agencies/ http://igorinternational.com/blog/2015/05/30/naming-agencies/#comments Sat, 30 May 2015 03:29:17 +0000 http://igorinternational.com/blog/?p=6403 …I will take it as a prima facie DNR and behave accordingly.

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Ad Of The Dayhttp://igorinternational.com/blog/2015/05/12/naming-companies-2/ http://igorinternational.com/blog/2015/05/12/naming-companies-2/#comments Tue, 12 May 2015 12:46:44 +0000 http://igorinternational.com/blog/?p=6347 Via Campaign:

“Oasis, the Coca-Cola owned juice brand, has launched a humorous campaign in an attempt to connect with a new generation of consumers.”

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“AeroBurner” Golf Clubs & Balls by TaylorMade. Named By Igor.http://igorinternational.com/blog/2015/05/10/aeroburner-golf-clubs-balls-by-taylormade-named-by-igor/ http://igorinternational.com/blog/2015/05/10/aeroburner-golf-clubs-balls-by-taylormade-named-by-igor/#comments Sun, 10 May 2015 16:29:43 +0000 http://www.igorinternational.com/blog/?p=6294 The complete line of AeroBurner Clubs and Balls

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Chain of Children’s Dental Offices We Named Launcheshttp://igorinternational.com/blog/2015/05/09/naming-agency-offices-we-named-launches/ http://igorinternational.com/blog/2015/05/09/naming-agency-offices-we-named-launches/#comments Sun, 10 May 2015 00:06:50 +0000 http://www.igorinternational.com/blog/?p=5969 Smart Mouth

As you would expect, lots of their competitors have “smile” in their names. So instead, the name Smart Mouth makes you smile.

Using the word “smile” in a name is explanative, using words that cause your audience to smile is demonstrative.

In naming & branding, as in all aspects of life, demonstrating is always more effective than explaining.

It’s also a twist on a descriptive name, saying “It’s a Smart choice for your Mouth” and that the dentist is “Smart about Mouths”.

Since parents, not kid’s are the audience, giving them a laugh about their kids makes it work, makes it warm – and unforgettable.

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