Selling the Invisible: a field Guide to Modern Marketing \(Biz Books to Go\) pdfdrive com

Never choose a name that describes something that everyone expects from
the service. The name will be generic, forgettable, and meaningless.
Distinctive Position, Distinctive Name
What does the brain remember best?
The authors of Brain Book answered this. They studied human memory and
concluded that the mind best remembers things that are “unique, sensory,
creative, and outstanding.”
Advocates of distinctive names argue that distinctive names are more apt to
be remembered—and being remembered often is the key to getting business.
But another argument for distinctive names rests on a basic principle of

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successful marketing: Make yourself different.
The human mind associates. When we hear ordinary names like John Jones
we draw an ordinary association. When we hear distinctive names like Faith
Popcorn or Leaf Phoenix, we draw distinctive associations.
An ordinary name implies just another service. A distinctive name implies a
distinctive service—just the impression a service should make.
In a world filled with me-too company names, service companies with
distinctive names like NameLab, Federal Express, and Prodigy quickly create
the association that they are not me-too services—and profit from the
association.
Be distinctive—and sound it.
What’s in a Name?
What if LeAnn Chin’s restaurant was called Beijing?
Would LeAnn Chin have made the cover of almost every magazine in
Minnesota?
No. By naming her restaurant LeAnn Chin, she ensured that every mention of
herself was an ad for her restaurant, and vice versa.
By naming her restaurant after herself, LeAnn Chin made herself a celebrity.
Her celebrity made the restaurant more popular. So she started a chain of
restaurants. The restaurants’ increasing popularity made her more of a celebrity,
which made the restaurants even more popular, and on and on—in a not at all
vicious circle.