2017-10-20

原創觀點

你一定要知道的品牌命名原則與訣竅(訣竅篇)

導讀:

1、命名是“玄學”與“科學”的相互博弈

2、科學命名的核心原則——命名是成本,命名是召喚,命名是投資

3、互聯網環境下品牌命名的成本

4、命名的小訣竅——熟悉的陌生感

 

在《原則篇》里,我們總結了命名的三個科學原則:成本、召喚、投資。最后說到如果要歸結到一個最核心的原則,那就是成本!為什么成本變得如此重要?因為互聯網時代對低成本的要求越來越高,實在是沒時間廢話了,實在沒時間講內涵了,實在是沒時間裝了,只能直接牛逼了。

 

不信我們看一下互聯網企業的命名,以阿里巴巴為例


除了淘寶、支付寶,其他都是“動物”,簡直就是動物園,因為動物是我們熟悉的,記憶成本特別低!而且阿里巴巴、淘寶、支付寶、芝麻信用也都是超級低成本的名字。所以阿里是低成本命名的集大成者。所以命名訣竅一出來,用動物或植物等我們身邊熟悉的事物。不信我們再多看幾個例子

我們通常只能馬上記住自己本來就熟悉的東西,用熟悉的事物能極大程度地降低成本。

 

還有一個訣竅就是制造熟悉的陌生感,這個什么意思呢?我們都知道“牛”這種動物,看你見過紅色的牛嗎?


我們都見過月亮,但是肯定沒見過藍色的月亮吧。


 

包括阿里系的天貓、飛豬、盒馬……都是熟悉的陌生感典范。

 

我們很多人有個誤區,總覺得熟悉的東西引不起別人的注意,可是如果細細去回想一下,更多的陌生都被我們忽略了,難得有一個被記住,于是被我們津津樂道,但是千萬別忘了成千上百個類似名字都被我們忽略了。我們的名字憑什么成為千分之一?

 

以下就是兩個小竅門

1、直接用熟悉的事物,運用于陌生的品類里:小狗電器、小米手機。

2、熟悉的事物+陌生的屬性:天貓、飛豬、藍月亮。

 

所謂竅門只是其中一種方法,不要這樣去深搬硬套。好名字還有好多其它方法,但是核心原則就是成本,還有召喚與投資。

 

品牌設計做得好,未必是因為名字取得好,但是好名字一定是品牌的強大推動力。不要追求名字背后的意義,那樣基本沒有意義,因為除了我們自己誰也不在乎。

 

命名之難,難于上青天。但是如果品牌策劃時能極大程度拋棄私心(玄學),那命名也就不那么難了。

 

設計公司經常一群人聚在一起開會討論命名,有人說好聽,有個說大氣,有人說low,有人說土……這些都是沒有抓住命名的本質,然后沒有結果,怎么辦?最后就相互退一步,相互妥協,相互兼顧,名字最大的價值也就失去了。

 

只要我們堅持三個原則:成本、召喚、投資。那我們就有了判斷的依據,也就有了否定與肯定的決心與勇氣,不再浪費時間在無意義的爭論里。

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