Effective names don't describe the offering.

Most business owners want to adopt a name that describes the product or service they're offering. But when you do this, you've named a product category, and your name becomes a generic, undifferentiated name.

An effective and relevant name can suggest the product's major attribute or benefit. It can evoke positive associations surrounding the product. It can promise a solution to a problem or the fulfillment of a desire. But an effective name, one that differentiates and will be remembered, will not define the offering.

Martin Jelsema
Signature Strategies
Helping smaller companies profit from the power of branding

www.signaturestrategies.biz