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NAMING 1: GIVE YOURSELF TWO MEANINGS
Naming is a specialism within branding which can take months, and millions. Considering the amount that organisations spend on packaging, advertising and many other things that go into launching a new brand, it’s understandable that they want to get the name right. Some use specialist agencies, but most companies invent their own names, some of which are excellent. When you’re naming a brand in English, you are presented with an array of potential double meanings which sometimes work for you, but can work against you. If you’re naming in English, and English isn’t your first language, please do check with a native speaker that you haven’t mistakenly used one of our many many double meanings. Some of them can be rather rude. On the other hand, when you do it successfully you create a memorable name for yourself.
The idea Yogamatters is a small British company started at the end of the 20th century. Unsurprisingly, their very first product was yoga mats. Given that a hatter is someone who makes or sells hats, it’s reasonable to think that a matter would be someone who makes or sells mats. Everyone at Yogamatters practises yoga and many are qualified teachers; they even have their own yoga studio at their
18 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 18
12/14/11 11:14 AM
