Comments on: Dark Roots http://pollywoginc.com/blog/2008/02/13/dark-roots/ Mon, 06 Feb 2012 05:28:16 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Devon http://pollywoginc.com/blog/2008/02/13/dark-roots/comment-page-1/#comment-60 Devon Mon, 18 Feb 2008 05:44:12 +0000 http://pollywoginc.com/blog/2008/02/13/dark-roots/#comment-60 If you're seeking them out, sure. But most consumers, when given a word in a brand name that means something to them, don't stretch to make it mean something different. "Popfly" to me is a quick play--which works well with the mash-up service by that name. (Whether a popfly is good or bad depends on whether you're hitting it or catching it.) "Silverlight" = silverfish? Hmmm... That's really a leap.. Silverlight has always made me think of moonlight, and given that strong visual connection, I've never needed to seek out other arbitrary associations. If you’re seeking them out, sure. But most consumers, when given a word in a brand name that means something to them, don’t stretch to make it mean something different. “Popfly” to me is a quick play–which works well with the mash-up service by that name. (Whether a popfly is good or bad depends on whether you’re hitting it or catching it.) “Silverlight” = silverfish? Hmmm… That’s really a leap.. Silverlight has always made me think of moonlight, and given that strong visual connection, I’ve never needed to seek out other arbitrary associations.

]]> By: ts http://pollywoginc.com/blog/2008/02/13/dark-roots/comment-page-1/#comment-59 ts Mon, 18 Feb 2008 03:39:29 +0000 http://pollywoginc.com/blog/2008/02/13/dark-roots/#comment-59 correct me if i am wrong, but isn't a "popfly" something that runners in baseball players are commonly caught out on? And is "silverlight" not evocative of the term "silverfish", a common houslehold infestation? my point being if you are going to seek out arbitrary associations you will find them. correct me if i am wrong, but isn’t a “popfly” something that runners in baseball players are commonly caught out on?

And is “silverlight” not evocative of the term “silverfish”, a common houslehold infestation?

my point being if you are going to seek out arbitrary associations you will find them.

]]> By: Devon http://pollywoginc.com/blog/2008/02/13/dark-roots/comment-page-1/#comment-43 Devon Thu, 14 Feb 2008 03:38:40 +0000 http://pollywoginc.com/blog/2008/02/13/dark-roots/#comment-43 When the CNET news team heard about Amalga, they said it reminded them of "amoeba" and "neuralgia." And to me, "Accretive" sounds like "secretive," as in something that secretes. You plant a wide minefield when you create a name out of morphemes, as people will leap to unpredictable sound-alikes that can be inappropriate and embarrassing. Which is another reason why evocative names are superior, as you mentioned, Nancy. They come with inherent, largely predictable meanings for people to connect with. That's where you want them--thinking about the positive associations in your brand name rather than conjuring up sound-alikes because the name means too little on its own. When the CNET news team heard about Amalga, they said it reminded them of “amoeba” and “neuralgia.” And to me, “Accretive” sounds like “secretive,” as in something that secretes. You plant a wide minefield when you create a name out of morphemes, as people will leap to unpredictable sound-alikes that can be inappropriate and embarrassing.

Which is another reason why evocative names are superior, as you mentioned, Nancy. They come with inherent, largely predictable meanings for people to connect with. That’s where you want them–thinking about the positive associations in your brand name rather than conjuring up sound-alikes because the name means too little on its own.

]]> By: Nancy http://pollywoginc.com/blog/2008/02/13/dark-roots/comment-page-1/#comment-42 Nancy Thu, 14 Feb 2008 02:44:39 +0000 http://pollywoginc.com/blog/2008/02/13/dark-roots/#comment-42 Excellent point. There's another reason Amalga's a bad name: it names a feature (bringing together blah blah) rather than a benefit (what does it do for me? how will it improve my life? how does it make me feel?). That's why Silverlight and Popfly succeed: they're evocative rather than descriptive. I wrote about a similar problem with an accounting firm that renamed itself Accretive Solutions. Sure, it MEANS "gradually built up," just like a merged company, but who cares? Not to mention the fact that "accretive" sounds pathological, like something gastric. Or even amalga-gastric. Excellent point. There’s another reason Amalga’s a bad name: it names a feature (bringing together blah blah) rather than a benefit (what does it do for me? how will it improve my life? how does it make me feel?). That’s why Silverlight and Popfly succeed: they’re evocative rather than descriptive. I wrote about a similar problem with an accounting firm that renamed itself Accretive Solutions. Sure, it MEANS “gradually built up,” just like a merged company, but who cares? Not to mention the fact that “accretive” sounds pathological, like something gastric. Or even amalga-gastric.

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