Nameonics 101: The Science of Memorable Brands

When creating a name for a new product, service, or company, rule number one is to make that new brand memorable.

The reason is obvious: if your customer cannot remember the name of your product, the chances of them looking for it, much less recommending it to someone else, are slim or nil. Forgettable names are worth nothing. Memorable names are priceless.

The bad news is that most companies ignore this rule and end up with product names that are as memorable as yesterday’s lunch. The good news is, you don’t have to settle for a forgettable name. Creating memorable names is easier than you think.

All you have to do is take the next crash course at Nameonics: The Science of Memorable Brands.

Nameonics (yes, I’m a fan of words, and yes, I made up that name to make this article more memorable) combines “name” with “mnemonics.” As you may recall from English class, mnemonics are linguistic devices that are like memory aids that make information easier to remember.

Here are six basic Nameonics you can use to make the brands you create more memorable:

Rhymer

Like sticky jingles, rhyming names often stick in a person’s head whether they want to or not. The rhyme works on multi-part names like Crunch ‘n Munch and on shorter names like YouTube. Other examples of rhymes include Mellow Yellow, Lean Cuisine, and Reese’s Pieces.

Images

The human brain is programmed to respond to and store visual images. That’s why names that evoke a vivid image like BlackBerry, Jaguar, or Hush Puppies are so easy to remember. Therefore, when naming your new product, be sure to think in both pictures and words.

Alliteration

Alliteration is one of the most common mnemonic devices. To create alliteration, start each word in the name with the same letter or sound. Bed, Bath & Beyond is alliteration. Other examples include Coca-Cola, Spic and Span, and Krispy Kreme.

Neologisms

A neologism is a newly invented word like Google or Wii. Neologisms can be created by respecting an existing word. Google respects the mathematical term “googol”. You can also make a neologism by combining two words. Snapple is a combination of “snap” and “apple”.

Onomatopoeia

Buzz, bang, and thump are onomatopoeia, words that sound like what they represent. Onomatopoeia brand examples include Whoosh Mobile, Meow Mix, and KaBoom Energy Drink. Try adding some oomph to your names with onomatopoeia.

Haplology

Do you need your new product to generate a Bunch-O-Business? So a haplology can be the ticket. To create a haplology, simply take a three-word phrase and abbreviate the middle one. Examples include Toys “R” Us, Bug-B-Gone, and Land O’Lakes.

This is not rocket science

Nameonics is a science that does not require an advanced degree to practice. Anyone can use Nameonic rhymes, images and other simple techniques to make their brand stand out from the competition and stay in the customer’s memory bank. Give it a try. You have nothing to lose except a boring and hard to remember name.