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 Catchword Branding Creates: Vudu, Promptu, BooRah, ItzBig According to the LA Times, “Naming a company is far more difficult than naming a child. The name needs to sound snappy, separate its young company from the pack, and provide a unique Web address. ‘Old-school ideas about sounding trustworthy or sounding big are not as important as they used to be,” said Burt Alper, co-founder of Catchword Branding in Oakland, which has helped companies pick such names as Vudu (makes a device for watching videos) and Promptu (creates voice-recognition products). “Now, it’s about sounding different and standing out from the crowd.’”
 One approach is whimsy: picking a name that seems inspired by Dr. Seuss. If the late author were to tell a story about Internet start-ups, he could pit Qumana and Qoosa (blog editing and Web browsing) against Tagtooga and Tendango (both social networking). Peace would be brokered by Ooma (Internet phone calling). BooRah (restaurant reviews) would hiss, then cheer. Lala (music sharing) would sing.
Call it the Google effect. Thanks to the successful Internet search company with the goofy name, entrepreneurs feel no shame telling people they work for ItzBig (career networking) or asking venture capitalists to invest millions of dollars in Picaboo (a website for ordering custom photo books). Who needs the gravitas of an International Business Machines or a General Electric?
(latimes)References: latimes, 1 Comment: on Stupid Names Get Attention |
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Urban Retrospectives
