LATIN IS A DEAD LANGUAGE

Bad names are all around us. Bland, grim little atoms of anti-communication like Avaya, Aviva, Altria. You don't notice them at all, like a rising level of carbon monoxide. Customers nod off into a commercial coma: uninvolved, uninspired.

Names like this are always 'from the Latin term for customer focus' or 'Ancient Greek for striving upward'.

Do the research: how much of your target market speaks Ancient Greek or Latin?

A great name kicks everything up a gear. The economics are simple: if your name is twice as memorable, then you only need half as much advertising for the same awareness.

We believe in names that create a vivid image, that bring your positioning to life, that have a soul.

And a final thought. When you're looking for a naming consultant, ask yourself: just how memorable is their own name?