The Power of a Simple Name
© Steve Rivkin 1988
Simplicity is one of the most desirable characteristics of any name.
Simplicity makes a name easy to say, easy to spell, easy to read, easy to understand, easy to learn, easy to remember.
Examples: Aim, Ban, Bic, Bold, Edge, Jif, Off, Raid, Sure, Tide.
Consumers often simplify complex names. Chevrolet becomes Chevy. Corvette becomes Vette. Coca-Cola becomes Coke.
It's all related to some basic cognitive processes. We're deluged with new information. Consumers have limited attention spans. When you're confronted with a simple name, it's easy to "get it." A simple bit of information is more easily encoded into memory.
It's just that simple.
STEVE RIVKIN President, Rivkin & Associates, Inc; Editor, The Naming Newsletter, a quarterly report on the strategies and tactics of naming. Steve is a much sought-after speaker and has provided naming counsel and training workshops for such clients as Ameritech, BlueCross BlueShield, First Data Corp., Kraft Foods, Monsanto, Nynex, Outboard Marine Corp., Pharmaco, Sierra Instruments and Wendy's. Training workshop details, contact RAYMA Management Consultants Wendy Song at tel: (03) 7044-666, fax: (03) 7044-484 or e-mail: email@example.com