You know it, you love it, it’s TED:

TED works as a name because it’s memorable, it demonstrates something new is happening and makes potentially difficult subject matter warm, inviting and simple. It’s also very confident and comfortable with itself – always an attractive quality.

The trouble with TED is it’s a name that companies will tell you they love, want something like it for their similar venture, but would likely get killed in a corporate committee .
Because:

“TED doesn’t convey “Best and Brightest””

“TED” skews too masculine; its a man’s name. The name needs to be gender neutral to appeal to both sexes”

“The thought leaders we need to attract may not want to be associated with something so trivial sounding”

“The acronym “Technology, Entertainment & Design” is too limiting”

Would TED make it through your corporate naming process? If it is a process designed for real world efficacy & power, yes it would.

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, 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.

Igor founder Steve Manning is one of five judges for this event, which runs through May. Over 100k in prize money, top prize is 35k. Details here.

Julie Farman