Power in Numbers

Using numbers in names can be powerful.

In describing the next iteration of an existing product, using a number after the product's original name both ties the brand into the heritage of the past success the product enjoyed, and provides a springboard for the advanced product. Since the old and new do not sit side-by-side on the shelf, the new product is not a line extension. It is a replacement. So you benefit from both the equity of the old brand and the promise of the new are enjoyed. Using the next number in sequence provided that clue to consumers.

Now some numbers in and of themselves have a connotation and relevance: Lucky 7, Fifth Dimension, Catch 22.

In a competitive situation, the number 1 can have significance as a rating device (Bank One or First Bank).

A progression of numbers, if well publicized, can have meaning - 707, 737, 747, 757 for Boeing's jet craft, or Mach 3 for Gillette's space-age razor. And of course software developers are prone to release improved versions of their products with version numbers (CorelDRAW 12, Net Objects Fusion 9).

For some small businesses, using the facility's address may make sense because it also guides customers to the site.

There are also several famous number combinations - 1776, 4-minute mile, Apollo 8 that convey positive association and reaction.

Finally, for some product types, using mathematical expressions and symbols might be worth investigating.

Perhaps not for every product or company, but certainly for some, you might consider numbers a part of a powerful name.

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