Will Anyone Read a Newsletter Sent at 10PM?
And …What Type of Organizational Name Do You Have?
This Week …
Whoopsie!
Is Your Organization’s Name Descriptive, Evocative, or Invented? Let’s Break It Down
Before We Go …
1. A/B Time Testing or Failure to Schedule?
So … there I was sitting at Potbelly’s this afternoon with Miki Kramper comparing notes on something (probably super smart) when it flashed into my mind that I hadn’t scheduled this newsletter to send. EGADS!
Or…was I really curious what the open and click rates would be at 10pm?
As I tell my family … I am not perfect. I’ll report back on what you, Dear Readers, do with this experimental error.
2. Ten Types of Organizational Names: Where Does Your Brand Name Fit?
Organizational names can be categorized into standard types of name categories based on their purpose, emotional appeal, clarity etc. Not all organizational names fit neatly into one of these categories. While many names align with the standard types, some fall into hybrid or unique categories due to creative branding strategies or historical evolution.
Think of an organizational name and try it out. Here are some common categories, along with well-known U.S. examples:
Descriptive Names
These names clearly describe what the company does or sells. They are functional and straightforward, focusing on clarity.
Example: Jiffy Lube – The name tells you exactly what the business does: provide quick oil change services.Acronyms/Initialisms
These are names formed by the initials of a longer organizational name. Often, they are used by established brands that want to simplify a long or complex name.
Example: IBM (International Business Machines) – Shortens a descriptive name into an acronym that’s easier to remember.Evocative Names
These names suggest an emotional or aspirational feeling rather than describing the product or service directly. They are meant to inspire or evoke a particular sentiment.
Example: Pure Michigan – Evokes a sense of natural beauty and pride in Michigan's landscapes, appealing to emotion rather than specific offerings. (Covered by The EO Report!)Invented or Coined Names
These are entirely made-up words or combinations that have no direct meaning but can be easily branded or associated with the organization.
Example: Pepsi – While the name doesn’t directly describe the product, it has become iconic through marketing and history.Experiential Names
These names focus on the experience the customer will have rather than on a product or service itself.
Example: Eventbrite – Suggests an experience of hosting or attending events, focusing on the customer experience.Founder’s Name
Many brands are named after their founders, often creating a sense of personal identity and legacy.
Example: Ford – Named after Henry Ford, it ties the company’s identity to its founder and his innovative legacy.Hybrid Names
Some organizations use a combination of naming strategies, blending descriptive elements with evocative or invented words.
Example: YouTube – Combines "You," which makes it personal and experiential, with "Tube," a slang term for television, making it both descriptive and evocative.Geographic or Cultural References
Some names draw from geography, historical events, or cultural significance, which may not be purely descriptive, evocative, or invented but have contextual meaning.
Example: Patagonia – Named after a region in South America, it evokes the spirit of adventure and exploration, yet it’s also tied to a geographic location.Abstract or Conceptual Names
These names are more about the idea or concept the company wishes to project, sometimes unrelated to the product or service.
Example: Apple – The name does not describe what the company does, nor is it an invented word. It’s a simple, everyday object used to convey innovation, simplicity, and approachability. (After spending hundreds of millions on advertising.)Alphanumeric Names
These names often use a mix of letters and numbers, sometimes for technical reasons or to create a modern, distinctive brand identity.
Example: 3M (Minnesota Mining and Manufacturing Company) – This name uses a mix of letters and numbers to create a memorable, modern brand while originally descriptive.
Some organizational names are even intentionally ambiguous or abstract, allowing the brand to evolve over time or to create a unique space in the market. Ultimately, while most names can generally be categorized, some are more fluid or experimental.
NEXT WEEK
Next week we will explore a list of key factors that contribute to an organizational name becoming well known in a positive way. Case Study Teaser: Two organizations are created around the same time decades ago. Both do amazing work and serve a similar type of audience. One is well known; one is not. Why? We will break down some possible explanations.
3. Before We Go …
As I was looking for a Pepsi history page, I found this PepsiCo Brand Sites page with links to all of the products.
Cool page to show a great example of a “house of brands” vs a “branded house.”
But, but, but … if you click around, several pages have broken links including the Pepsi page. And it appears that “Return” is spelled wrong?
