There's value in coined names

After performing a dozen or so name preference studies since 2000, we know people get exasperated with coined word names.

They don't like them because they're unfamiliar. They resent the fact that you are imposing yet another word they'll need to make room for in their memories.

As with everything unfamiliar, the coined name is suspect - until it has accumulated a "history". Once people get used to pronouncing the new word and get comfortable with its "surroundings", it becomes okay.

It may take a little time, but once established a coined name will carve its own notch. It's usually worth a period of adjustment to have a unique name. Because without one, there's little to convey the difference between your offering and the next guy’s.

Martin Jelsema

Signature Strategies

Helping smaller companies profit from the power of branding

martin@signaturestrategies.biz

www.signaturestrategies.biz