The Importance of Product Naming: Would a Product By Any Other Name Sound As Sweet?

Posted: September 3, 2015

Topics: Strategy

Product naming. It’s something that comes up every so often in the branding biz. Clients are always developing “new” products and technologies that need meaningful, descriptive names like Ziploc, Pampers and Armorall.

So with all these new babies waiting to be christened, how does one go about finding the perfect name? Boy, aren’t I glad you asked!

Take the plunge.

The first step (as with any advertising job) is a deep dive into the product to learn everything about it. This includes looking at the product features, benefits, and the competition as well. Knowing and understanding why a rival chose a name and what it conveys is a great way to springboard right into the project. This step is key because it will ultimately help you nail down what you want/need your name to communicate: strength, protection, functionality, technological, healthy, fun, etc.

Making a list.

With meaning in hand, now is the time to start building a list. Start by simply listing every word related to your subject. For example, if your product is meant to convey protection think: shield, fortress, tank, immune system. Don’t be afraid to reach even deeper and look at mythological or fictitious items and figures.

Find a twist.

Working off your list, start playing with the words. Add a suffix or a prefix, blend words (FedEx), change spellings (Chex, Infiniti) create compounds (Duracell, Facebook) or keep it simple with an acronym like IBM. When it comes to making a name your own, it’s all about finding your inner M. Night Shyamalan and creating a unique twist.

Stop, collaborate and listen.

When you get stuck, bring in other people to help collaborate — they’ll see things you might have overlooked or didn’t think of. Be sure to keep an open mind and take care to listen to others because you never know where a good idea might come from. Need help naming your product/brand/first child? PUSH22 is standing by and ready to help. Visit our website at

This post was written by C. Magin, Copywriter at PUSH 22.