Words that Stick: the tricky art of Naming

Scotch. Vaseline. Post-it.

Names so iconic they’ve practically become synonyms for their products; a kind of magic that makes them stick. We’ve all named something at some point…a pet, a doll, maybe even a human. But naming a brand or product? Now that’s a whole different beast.

It’s the art of balancing the poetic and the practical; a symphony of syllables begging to be remembered. It’s intrigue meets function. Let's dive into some golden rules of naming, and some juicy examples of the triumphs and pitfalls along the way.

Rule #1: Easy to pronounce, or at least close enough.

A name that rolls off the tongue rolls into the brain and there it stays. Just ask Dwayne “The Rock” Johnson, whose new men’s skincare brand “Papatui” raised a few eyebrows (and perhaps some mispronunciations) among American consumers. No amount of star power can save a name if people can’t say it.

Then there’s La Vieille Ferme, a beloved French wine that went viral with Gen Z this summer, but mostly by calling it “the chicken wine” (there’s a rooster on the label). The company leaned into it, releasing a limited-edition “Chicken Wine” label in Sainsbury’s stores, proving that a little linguistic pragmatism can go a long way.

Rule #2: Flexible enough to grow, but not too loose.

Names should leave space for evolution. A great example is Virgin, which covers everything from music to airlines to fitness. On the other hand, Dunkin' had to drop the "Donuts" when it wanted to be seen as more than just a doughnut shop. Another interesting case is Old Spice. While the brand’s rebranding was legendary, the name itself “Old” stubbornly hinted at something your grandfather might wear. It took a lot of marketing muscle to make Old Spice relevant to younger generations.

Rule #3: Say something, even if it’s simple.

Ideally, a name should tell something about the brand or the product: an association, a promise, or even just a function. Take Impossible: it doesn’t just hint at plant-based innovation; it suggests doing the unthinkable in food. PayPal and Burger King make their offerings clear and straightforward, while Oatly does double duty, pointing both to the oat-based nature of its products and a cheeky “oath” to sustainability.

The simplest solution is sometimes the smartest. South Korea’s No Brand grocery line proves it. What better way to convey that this is a no-frills product? It sounds like there’s nothing to it — yet that bold yellow packaging makes it unforgettable. Sometimes, a name says nothing, but still says it all.

Rule #4: It’s more important what a name isn’t than what it is.

Think about what you don’t want your name to suggest. An “edgy” name might be tempting, but if it implies the wrong things, it’ll turn people off faster than you can say “rebranding.” This is the subtle art of name negation, like setting boundaries in a relationship. Names have to say, “We’re here for this but definitely not that.” It’s not just about the associations you want; it’s equally about avoiding those you don’t. Which leads us to the next two rules.

Rule #5: Context is king.

Globalisation mean that your name could have different meanings across languages and cultures. A few brands learned this the hard way: Mazda’s Laputa minivan may sound harmless in Japan, but it’s no secret that the Spanish word “puta” means something else. They never introduced it in Europe, though. Good call. Irish Mist whiskey, as elegant as it sounds in English, translates to “Irish garbage” in German. Then there’s Disney’s Moana, which became Oceania in Italy as Moana is a well-known Italian porn star. Disney did their homework.

But context isn't just about avoiding mistakes; it can also become a powerful advantage.

The Coca-Cola name in China was first read as “Kekoukela,” which means “female horse stuffed with wax.” Coke then researched 40,000 characters to find a phonetic equivalent, eventually settling on “kokou kole,” which translates as “happiness in the mouth.” Well done, Coca-Cola.

Rule #6: Don't get too attached.

The perfect name isn’t just about being catchy and fitting the brand’s vibe; it also has to be legally available. Trademarks and copyrights are a buzzkill for the best-laid naming plans. You might think you’ve found the perfect name, only to discover it’s already claimed by a little soap company in Thailand. Always have backups, because sometimes your first love isn’t “the one.”

So, what’s in a Name?

In essence, a name is the brand’s story distilled down to its simplest form; a tiny, memorable package of everything the brand stands for. A great name works as a shortcut, nudging customers toward the right decision without extra marketing noise.

Yet, here’s the truth: a name is just an empty shell until it’s filled with the weight of brand experiences, stories, and associations. It’s like buying a canvas: what you do with it is what ultimately counts. So, when in doubt, go for something simple, pronounceable, and as universal as you can manage.