Naming Don'ts from Lippincott Mercer

As far as I can tell, the firm Lippincott and Margolis that helped create the Enron name is now Lippincott Mercer. Their website lists some Naming Don'ts:

1. Don't use cliched words such as "innovation" or "solution" in a name


2. Don't insist on a name that can be found in an English dictonary


3. Don't take the easy way out and settle on initials


4. Don't use terms like "Extra," "Plus," or "New" to communicate next generation products or improved line extensions


5. Don't adopt license-plate short hand


6. Don't do this: SeeinghowManyNamesCanBeCombinedToMakeAConfusingBrand


7. Don't ask for suggestions from friends and other uninformed sources

All good suggestions, but doesn't it seem that Number 7 is geared to direct you to a naming and branding specialist? Not that there is anything wrong with that, after all, the authors of this blog hope that you remember us the next time you need trademark work done ; )

Related, if you're interested in a good read on branding and positioning, we recommend you read Positionion: The Battle for Your Mind.

Tags: naming, branding, trademark, positioning