Skip to main content

Why Nondescriptive Naming?

I've mentioned several times that it's best to choose brand names that are not descriptive of the product. Besides citing an article on a scientific study, I haven't explained why descriptive names are generally inferior. The main reasons stem from a concept mentioned in the article: incongruency (also known as incongruity).

Consider an excerpt from the article:
"The researchers also wanted to examine the effect of these product names in connection with incongruency theory. This theory argues that people make judgments by evaluating new encounters against existing expectations. When encounters are incongruent with prior expectations, individuals put in more effort to resolve the incongruency."
When you choose a descriptive name for a product, you miss an opportunity to engage the customer when she is confronted with the name. If, on the other hand, your product's name has nothing to do with the product, you create incongruency in the customer's mind. The customer then must put forth effort to resolve the incongruity.

By spending time and mental effort on pondering the name, the customer:
1. Increases the chance she will remember it.
2. Finds ways of mentally differentiating your product from others.
3. Is more likely to mention the product to someone else, if only to remark about the name.
Ironically, if you choose a descriptive name in an attempt to make it easier for customers to remember it, you actually make it less likely they will go through the mental processes that foster memorization, differentiation, and word of mouth.

Unleash the power of your customers' own minds.

Comments

Popular posts from this blog

Why Spreadsheets Suck for Prioritizing

The Goal As a company executive, you want confidence that your product team (which includes all the people, from all departments, responsible for product success) has a sound basis for deciding which items are on the product roadmap. You also want confidence the team is prioritizing the items in a smart way. What Should We Prioritize? The items the team prioritizes could be features, user stories, epics, market problems, themes, or experiments. Melissa Perri  makes an excellent case for a " problem roadmap ", and, in general, I recommend focusing on the latter types of items. However, the topic of what types of items you should prioritize - and in what situations - is interesting and important but beyond the scope of this blog entry. A Sad but Familiar Story If there is significant controversy about priorities, then almost inevitably, a product manager or other member of the team decides to put together The Spreadsheet. I've done it. Some of the mos

What Product Managers Can Learn from the Apple iPod

The Story When Apple unveiled its iPod digital music player back in October 2001, I dismissed it as a  parity product . I already owned the Cowon iAUDIO CW100 MP3 player, loaded with my favorite tunes. There was Apple, generating great hype over the iPod as if it were a breakthrough product. The idea of a portable digital music player was nothing new. The first mass-produced MP3 players came out in 1998. In late 2001, the concept may have been new to a lot of Apple customers, but it wasn't new to me. I proudly showed my MP3 player to friends when they gushed about the iPod. Thus Apple's iPod was not an innovative product in and of itself. Years later, however, I realized the significance of ecosystem of which the iPod was a part. Apple had released iTunes (with technology purchased from  SoundJam MP ) and created the iTunes Store for finding and downloading music. Unlike Napster , it was a safe and legal way of distributing and acquiring music. The prior way of playing

Interaction Design: the Neglected Skill

Your product development organization has a big, gaping hole in it. (Be prepared to feel defensive as you continue reading.) One of the most important roles in product development is the role of interaction designer. An interaction designer designs how the users will interact with the product and conceptualize the tasks they perform. He decides whether, for example, the user interface will be command driven, object oriented (clicking on objects then specifying what to do with them), or wizard based. The interaction designer decides the individual steps in the use cases. Every company has one or more people that play the interaction designer role. Usually, those people have little or no expertise in interaction design. Sadly, they typically don't even realize how unqualified they are. Let's see who typically plays the role at companies. Engineer . An engineer is an expert on building what is designed. Yes, an engineer may know how to design the internal structure of the hardw