Naming is a part of advertising

A reputation is a hook for us to hold a narrative on.

We have to start with empathy and a helpful story… helpful to the individuals who need to imagine it, unfold it, and use it to perform their targets.

However then, the story wants agency footing and a method to follow us. Patagonia is a good identify as a result of whereas most individuals do not know the place the place often called Patagonia is, they’re in a position to affiliate it with the story that the corporate has been telling for a very long time. Nike is a good identify, although it’s not apparent the right way to pronounce it. Genghis Khan had a memorable, distinctive identify–you don’t must be beloved for the identify to be helpful.

The business that’s the present world champ at dangerous naming is AI.

ChatGPT is a horrible identify. And the trademark workplace within the US simply denied them possession in GPT, so even when they have been a pioneer, that’s gone now. It’s laborious to inform the story once you don’t know what to name it.

Claude.ai isn’t significantly distinctive (one thing concerning the phonemes make me hold forgetting it, and with out a bookmark, I’d by no means discover it once more), and Gemini walks away from the large worth that Google has invested into the identify of their search engine.

Louise wrote the e book on it.

March 14, 2024