Meaningless Product and Company Names

I’m always surprised by the number of poorly though out and meaningless product and company names I see.

It’s like when entrepreneurs get together they think their idea is so great that it doesn’t matter what they call their product or company, because it’s going to “sell itself”.

Take for example Jack in the Box. Who wants to buy a hamburger from a clown or a childs toy? How did they come up with that? Were they trying to copy Ronald McDonald or something?

Now compare that with KFC. Now there’s a name says exactly what it is.

The best company names say exactly what you are going to get, or even better- the value you are going to get when you make a purchase.

Good Names:

Best Buy – implies that when you shop here, you will get the best price. Even though in many cases that isn’t true. My wife and I call them Worst Buy, because their accessories are extremely overpriced. $50 for a 2′ Audio/Video cable? Seriously.

Bed Bath & Beyond – no question about what kind of products you will find there.

24×7 IT – Do you worry about not being able to get a hold of your IT support during a crisis? Not with these guys. Their name implies they will always be there.

The Honey Baked Ham Company – They sell one thing. Their name describes what that thing is. It’s hard to compete against them because their name IS the product.

Gentle Dental – Not only does it rhyme, it addresses one of the primary reasons people don’t like going to the dentist – fear of pain. Who are you going to choose? Gentle Dental or Advanced Dental Solutions Inc?

Mediocre Names:

Geek Squad – Probably would have been better to name it “Helpful Geeks” or something that conjures images of that friendly neighbor techie who would always spend a couple minutes making your TV or computer work right.

Terrible Names:

Anything with “Solutions” in the name – People just need to stop it.
That goes for Consulting, Technologies, Services and Systems as well.

Just say what you provide. Don’t call yourself Omega Solutions or Integrated Technologies (sorry if that’s your real name). Call yourself Reliable Networks Inc or something that at least hints and the benefit customers will get when they hire you.

Ever notice that Sushi and Teriyaki places never have complicated names?
They are always Something Sushi, or Teriyaki Something.

Stop trying to sound so cool. You are confusing your potential customers.

Your company and product names need to be so simple that an idiot who knows nothing about you could look at your name and infer what you provide.

If that’s too hard of a task, contact eHotLeads and for $1000 I will personally evaluate what you are providing and come up with a killer name for your company.

While we are at it, we will also create a PPC and SEO Lead Generation Campaign that brings you high quality sales leads who are genuinely interested in the product or service you provide.

My opinion: unless you have mega bucks to spend on branding, stick with a simple name that says exactly what you are offering.

Published by

Chris Chong

Chris Chong is the President and Co-Founder of eHotLeads. He started his internet marketing career in 2002 and has since founded or helped launch over a dozen internet companies. As a serial-entrepreneur, his passion is to grow companies by applying proven direct marketing techniques in new ways.