Business considers purchasing a consonant for expansion
The quest for anoriginal andavailable domain names has led many companies to adopt unconventional spelling and pronunciation of their brand names. For instance, retail giant RTL could be a briefer alternative to the common term "retail," while SHPPNG might conveyshopping in a more succinct manner.
Besides catchy domain names, companies are exploring innovative ways to differentiate their brands. This includes misspellings, fewer vowels, and even eliminating vowels altogether, as seen in RTFKT, one of Nike's recent acquisitions. Some firms even buy up domain names to sell them back to businesses at exorbitant prices, exacerbating the problem.
Professor Jonah Berger from the University of Pennsylvania's Wharton School explained that finding appropriate domain names is challenging due to their scarcity. Domain names like four- and five-letter words are nearly unavailable, leaving companies to devise creative solutions.
However, these unconventional branding approaches serve more than just logistical purposes. They carry associations with modernity, innovation, and a certain type of coolness, particularly in the tech industry. Emmett Shine, co-founder of brand agency Gin Lane and multi-brand DTC company Pattern Brands, observed this trend, pointing out that companies like Flickr and Tumblr, which feature missing vowels, have become synonymous with this modern ethos.
Shine believes these strategies may also be tied to an era or demographic, which could become less appealing over time. On the flip side, adopting these strategies can help brands establish themselves as part of a specific community. For example, tech companies often favor all-lowercase names, while fashion brands may opt for all capital letters or hyphens, evoking a sense of exclusivity.
According to Dr. Abhishek Pathak, studies have shown that the lack of vowels in brand names can lead consumers to perceive the products associated with them as more 'rugged' but potentially less competent and sophisticated. Longer brand names, on the other hand, may evoke feelings of luxury, while a higher number of harsh sounds can impact consumers' perception of the product's character.
Brands are continuously influenced by trends that seem to work in their favor, and the adoption of misspelled, vowelless, or unconventional names is no exception. Emmett Shine noted, "All the names that you see in the marketplace nowadays are those where when you drop vowels, the readability still exists."
In conclusion, naming a brand is a complex process that involves more than just SEO and domain availability. Companies must navigate the intricacies of consumer associations, the psychological impact of sounds and syllables, and the hidden symbols and signifiers present in different names. The success of a brand name ultimately boils down to the message it conveys and the audience it hopes to reach. As Emmett Shine puts it, "I don't think Tumblr became Tumblr because they dropped the 'e.'"
- Artificial intelligence (AI) researchers are delving into the psychology behind brand naming, studying the impact of syllables, sounds, and missing vowels.
- The finance industry has been embracing the use of unconventional brand names, aiming to convey modernity and innovation in the market.
- Science and technology companies often employ all-lowercase names, seeking to evoke a sense of exclusivity and being part of a specific community.
- Fashion brands, on the other hand, may opt for all capital letters or hyphens, aiming to project an air of luxury and exclusivity.
- Some businesses in the retail sector are adopting misspelled or vowelless names, hoping to establish themselves as part of a contemporary demographic.
- The medicine and health sectors have not been oblivious to these trends, as brands strive to create names that communicate a sense of competence, sophistication, and luxury.
- The policy and trade sectors are also navigating these complexities, seeking to find names that resonate with their target audience and reflect their industry's values.
- The finance, business, and lifestyle sectors are increasingly investing in market research to ensure their brand names align with consumer associations and psychological perceptions.
- Television networks and media companies are also taking note, adopting names that convey modernity, innovation, and coolness, aiming to appeal to a broad and diverse audience.
