Science of Brand Names

Reading Seth Godin's blog, I just came across a reference to this article about product naming. Researchers performed several somewhat scientific experiments to determine the consumer response to names that are unrelated to the product.

Their conclusion?

"[C]onsumers react positively to imaginative names even if they are not particularly descriptive."

As tempting as it is to choose a product name that describes what the product does, it is often not the best choice.

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