If your name would be Adolf

You wouldn’t like it very much. You would probably blame your parents and would like to change it. You would be the object of daily jokes and “weird” looks. You brothers would make fun of you. Only the “creators’ take you seriously because they gave birth to you and wrote your birth certificate. You would feel strange, timorous and uncomfortable in society. You would sit aside , you would have the courage to talk to girls. One above all, the lack of chance of having a name well known for its negative connotations would follow you all the time.

What is a name? In the case of a person, an identifier first of all. Also, a projection of your parents’ wishes on what they want you to be, since birth. A name is a mark that wants to be as distinct as possible, unique, differentiating and that assembles all the perceptions desired by parents.

In the case of a brand is nothing different, that is why brands’ names are so important. They make you think both with the mind and tongue, the facility of speech is connected to memory and to notability there is just one step left to make Most important, the step created through the new name gathers connotations and desired perceptions that want to be won and adjudicated.

The strategic part of the name can sometimes be ignored or minimized but none the less any brand becomes recognizable and promotes itself mainly because of the name, the logo and the packaging. The rest are communication measures. They are important, but will communicate that other” something” given by name and identity.

The strategy intervenes every time you start doing something. If tomorrow we want to create a brand from zero the first stage is analysis, followed by strategy, that includes positioning, personality, tone of voice, attributes and values.

These will be represented also through the future name, that incorporates and reflects them That is why it can be a huge mistake to minimize the importance of the brand’s name or neglecting the linguistic research and legal ownership of the name.

Of course, Adolf is an exaggerated example, I do not think someone would name his child like this nowadays. But we come into contact with enough not proper names on the market, hard to pronounce and remember and who through sonority scarpe our ears in an unpleasant manner or our intellect.

There is also the category of laughable names that we don’t know if we should take seriously or not. The last category, the usual names or obviously copyied after a well known and used recipe. Here are included the thousands of names that end in : “ent”, “ient”, ‘terra”, “sys”, “ensys”

The “ent “ fashion was introduced by Lucent, if i am not mistaking, created by Landor many years ago. Since then and until now a whole lot of “ent”s have populated the planet together with the trivial “sys’, as well as the billions of graphic identities based on the Nikes’ swoosh . In any market the name’ s duty is also differentiating.

Anyway , that is why you pay your consultant with those huge numbers to offer you more variants, different, unique, smart, easy to remember, relevant, functional, “campaignable” and with sonority. Wrong. You need only one, functional and inspirational if possible, verified from all points of view, recordable.

Asa ca, draga Adolf, iti doresc tie si oricui are un nume nepotrivit o viata cat mai usoara, daca este posibil. Iar parintilor tai le adresez o critica severa pentru iresponsabilitata de a-si numi copilul atat de gresit.

So, dear Adolf, I wish you and any other inappropriate name a nice and easy life if possible. And to your parents a severe critique for their lack of responsibility in naming they child in a wrong manner.