How do you create a “Kleenex”-like brand that is synonymous with its product category?
After I crafted The Top 100 Colloquial Brands, I came up with some observations about these brands that might be good tips for you to use to name your brands.
Top brands use alliteration, which is typically defined as using the same sounding first syllable sequentially. Examples of alliteration in the Top 100 Colloquial Brand list I did include:
Alliteration is sometimes more broadly defined as using the same sound of any syllable when said in sequence,; using that definition, you would also add these Top 100 Brands as examples of alliteration:
An even broader interpretation of alliteration in which the last syllable has the same sound would allow us to include Mack Truck to the list.
Check out The Best Examples of Alliteration in Business & Brands piece I did for even more on the subject.
Many top genericized brands include a word that describes the purpose of the product. Examples include:
Note: You’ll note that some of the descriptive words are spelled differently (such as “Glas” or “Kool”)
And you can of course use two or more descriptive words in a row like:
Amazingly, 86% of the top 100 Colloquial Brands are two or three syllables long.
Ten percent of the Top 100 are four syllables long and 4% are one syllable long.
You’ll note that NONE of the Top 100 contain more than four syllables…interesting!
Don’t be afraid to use your family name. Examples of family-inspired names include:
I haven’t had time to check into how important first-mover advantage is to building a colloquial/genericized brand. Perhaps you want to take a crack at that!Tweet Comment