Standing apart from your competition is more important than ever before. Brands today must struggle for survival in crowded, frantic, and noisy markets. The advent of the Internet has raised the decibel level even higher. To be noticed, you have to be heard. But cranking up the volume isn't the answer.

Engaging brand introductions begin with "What's it called?" and long-term relationships are often predicated on the answer. As your company or product name is often the first "point of contact" your target audience has with your brand, a good name is a fundamental branding tool and can serve as an anchor for all your brand-building efforts. The right name helps you communicate the value of your brand proposition in a simple, succinct, and engaging manner; to attract the attention of your target market it must illuminate a distinctive positioning.

To be understood and preferred, your organization, product or service must communicate, verbally and visually, a clear and compelling positioning. Real brand personality has to be quickly established and a genuine point of differentiation compellingly articulated. To become well-known and highly regarded you need not speak more loudly nor more often, but rather speak more clearly and directly with your target audience, always using your own unique voice.

For example, the Cheerios name positively communicates both a happy experience and the "o-ness" of the cereal product. The "Apple" of corporate name Apple Computer communicates the brand attributes of simplicity and approachability, key differentiators between Apple and its PC competitors. And the Jaguar name communicates "out of the ordinary," powerful performance, and sleek design, important attributes of that luxury car brand. Such apt and evocative names communicate key brand messages, providing long-term focus for branding efforts and offering consumers a way to recognize, know, understand, and appreciate a brand from among the sea of its competitors. They are an articulation of a meaningful brand promise.

Page 3 of 4