Monday, December 9, 2013

The Perfect Name

Many years ago, I discovered how to create the perfect name for a business, story/series, anything other than a person: Your name should be a phrase that is well-known, but not often said.

Consider the store Best Buy. The name is perfect. (The store sucks, but the name is perfect.) “Best buy” is a very common phrase. When you are comparing items while shopping, one of them is the best buy. However, unless you are comparing items, and speaking to somebody while you do it, you will probably not say the phrase. Because of that, every time the saying does come up, it makes you think of the store.

Now think about the television show King of the Hill. Another perfect name. A well-known, common phrase, one that I do use, but again, I use it very rarely. However, it is almost impossible to use the phrase ‘king of the hill’ without everybody thinking of the TV show.

The perfect name gets stuck in people’s heads. It becomes part of the common parlance, but never gets too invasive. If you tried to name a song “Good Morning”, people wouldn’t think of your song; they would just reflexively use the phrase. But if you named a song “I Want to Hold Your Hand”, it’s a lot more likely to get people to sing along.

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