Separating the Wheat from the Chaff: What Every Marketer & Brand Manager Needs to Know about Testing Product Names
Think about the difference well-chosen words can make in either bringing to life or breaking a compelling idea. Compare two of America’s largest book e-tailers: Amazon and Books-A-Million. The first name is a bang. The second is a whimper.
The fact is, a brand name is the most powerful piece of messaging, and there are over a million companies registered in the US annually — each fighting for attention. Pursuing a name is an involved process that can be time-consuming and expensive — involving trademark clearance, linguistic analysis, registration of domain names and visual identity. Given these high stakes, organizations want assurance that they’ve named their products and companies wisely.
This presentation looks at a research approach designed by a market researcher and professional namer, who identified the critical ingredients that make for the world’s most successful brand names, and then developed a tool for measuring it. The session will explore factors such as dimensionality, memorability, auditory resonance, synchronicity and differentiation. Attendees will see real-world examples of how different names succeed or fall flat. They will understand the ingredients of a successful product name, the business value that name research delivers and the different ways that winning names can be identified, using research.
Speaker: Lisa Bertelsen
Lisa is the founder of Answered, Inc., a market research firm specializing in branding and customer experience. Lisa has nearly 20 years of experience in this field. Prior to building her own consultancy, she was Global Research Director at Siegel+Gale, a brand strategy firm. Lisa was also Vice President of Qualitative Research at Ipsos and joined Charles Schwab as Director of Research and Usability, to build schwab.com’s first research group.
Lisa has conducted research for companies like Pfizer, Merck, UBS, Merrill Lynch, Citi, Aetna, Anthem, Disney, Yahoo!, FedEx, IBM, Microsoft, HP, Intel and Samsung. She has presented her work domestically and abroad and was an Adjunct Professor at NYU and at the University of California, Berkeley.