Brand Name Development Using the FREE PIZZA Method

Free AI web copilot to create summaries, insights and extended knowledge, download it at here

1662

Abstract

m and review our favorites with Top Management and see where we stand” which is code for “I see two or three names I LIKE and I really don’t care what anyone else thinks.” The names that rise to the top may not be the best options, and if you are not careful you will get ballot box stuffing. I strongly suggest a balanced voting method such as the power dot system, where everyone in the room gets 6 (or 10) stickers that can be used to vote for his or her favorites.4. Most Names Will Have Conflicts — Depending upon the class of goods, most names that people generate will have trademark conflicts. That can be incredibly frustrating, as you leave the FREE PIZZA session with dozens of names you like only to discover that 90% of them are not workable due to potential trademark conflicts. Then you are required to buy more pizza and try again (with likely diminishing returns). Professional name developers are used to this and have processes to filter out the potential conflicts without frustration. We only present names that have been screened for potential conflicts.5. The Free Pizza Method is Expensive — Really? The only cost is a few pizzas and drinks. But you need to take into account the hourly rate of everyone in the room plus prep time plus legal fees. If you add up the time and energy devoted to brainstorming and legal clearance, you will be shocked (especially if your Management Team participates). What is the missed opportunity cost? What could this team have accomplished if they were not distracted by the Free Pizza?6. You Lack the Specialized Skill to Get It Right — Hiring an exper

Options

t for name generation is usually a good choice because you need a blend of creativity, linguistics, consumer understanding, strategic marketing, and trademark law. Everyone thinks they can do naming, but when you actually go through the experience you find out how hard it is. I used to think I could do simple plumbing, but over the years I’ve discovered that I usually mess it up and end up calling the plumber anyway, so now I just start with the plumber phone call!7. Generating Names Is Not The Hard Part — Many people think that the hard part of name development is generating names. Actually, that is the easy part! The hard part of name development is understanding which names will resonate with your customers. A professional name developer should be experienced at understanding customer needs and wants, and be able to translate the strategic positioning of the company into a name that clicks with those customer needs and wants.Since I am a professional name developer, I’m obviously biased. I will acknowledge that occasionally the Free Pizza Method can work. In particular, some of my clients have used this technique to augment our activities so they actively participate in the process. And yes, clients can have good ideas! But relying on the Free Pizza Method is not a recipe for success in every instance. Hopefully this article has provided some of the ways it can fail so you can be on the lookout if you decide to try this technique!Mark Prus offers a name development service, NameFlash which is based on a strategic approach to name development (www.NameFlash.com).</article></body>

Brand Name Development Using the FREE PIZZA Method

Photo by Alan Hardman on Unsplash

This is how many companies develop names for their company, products, or services.

OFFER FREE PIZZA AND SEE WHO SHOWS UP TO BRAINSTORM NAMES

Sounds like a great idea, right? We have smart people working here and who doesn’t like free pizza? What could go wrong?

Actually, a lot of things can go wrong. Allow me to explain.

1. Power Dynamics in Ideation — We’ve all seen this one in action. Dominant people can drive the agenda and idea generation. Depending upon the power dynamics of your organization, junior level people might be intimidated and fail to actively participate. This is unfortunate since often the newest people in the room have the fresh thinking that you need to generate memorable names.

2. Groupthink — Getting a wide range of names is important. Your customers are a diverse lot and therefore you should reflect that diversity in name options. If you do not have diversity in the names you consider, you run the risk of picking an “insider name” which only has meaning to people who work at the company. Insider Names are deadly.

3. Power Dynamics in Voting — Did you ever wonder why Management seems to have the most “highly valued” ideas? After ideation, a member of Management will usually say something like “well we have a lot of good ideas. We will consider them and review our favorites with Top Management and see where we stand” which is code for “I see two or three names I LIKE and I really don’t care what anyone else thinks.” The names that rise to the top may not be the best options, and if you are not careful you will get ballot box stuffing. I strongly suggest a balanced voting method such as the power dot system, where everyone in the room gets 6 (or 10) stickers that can be used to vote for his or her favorites.

4. Most Names Will Have Conflicts — Depending upon the class of goods, most names that people generate will have trademark conflicts. That can be incredibly frustrating, as you leave the FREE PIZZA session with dozens of names you like only to discover that 90% of them are not workable due to potential trademark conflicts. Then you are required to buy more pizza and try again (with likely diminishing returns). Professional name developers are used to this and have processes to filter out the potential conflicts without frustration. We only present names that have been screened for potential conflicts.

5. The Free Pizza Method is Expensive — Really? The only cost is a few pizzas and drinks. But you need to take into account the hourly rate of everyone in the room plus prep time plus legal fees. If you add up the time and energy devoted to brainstorming and legal clearance, you will be shocked (especially if your Management Team participates). What is the missed opportunity cost? What could this team have accomplished if they were not distracted by the Free Pizza?

6. You Lack the Specialized Skill to Get It Right — Hiring an expert for name generation is usually a good choice because you need a blend of creativity, linguistics, consumer understanding, strategic marketing, and trademark law. Everyone thinks they can do naming, but when you actually go through the experience you find out how hard it is. I used to think I could do simple plumbing, but over the years I’ve discovered that I usually mess it up and end up calling the plumber anyway, so now I just start with the plumber phone call!

7. Generating Names Is Not The Hard Part — Many people think that the hard part of name development is generating names. Actually, that is the easy part! The hard part of name development is understanding which names will resonate with your customers. A professional name developer should be experienced at understanding customer needs and wants, and be able to translate the strategic positioning of the company into a name that clicks with those customer needs and wants.

Since I am a professional name developer, I’m obviously biased. I will acknowledge that occasionally the Free Pizza Method can work. In particular, some of my clients have used this technique to augment our activities so they actively participate in the process. And yes, clients can have good ideas! But relying on the Free Pizza Method is not a recipe for success in every instance. Hopefully this article has provided some of the ways it can fail so you can be on the lookout if you decide to try this technique!

Mark Prus offers a name development service, NameFlash which is based on a strategic approach to name development (www.NameFlash.com).