Eben Pagan's Marketing Tips 3
This is the final video of a 3 part series from Eben Pagan, the founder of the GetAltitude program and Double your Dating, amongst other businesses.
Takeaway Points
Approach 3: How to Name Things
This is the smallest, most condensed form of the product.
Generally, it's not given much attention and done very badly.
What makes a name like Coca Cola so good?
Phonological Loop - The brain takes whatever is coming in through the ears and plays it over and over for about 3 seconds in your head.
For example, when you don't think someone is listening to you. So you ask them what you just said and they can repeat the last 10 words perfectly.
Most people learn by sound, not sight. So your name has a greater chance of being recalled if it bounces around the phonological loop for more than a couple of seconds, or becomes addictive.
Repetitive sounds achieve this: Alliteration (first sound) or Rhyming (last sound).
Coca-Cola - Co Ca Co La
PalmPilot - They dropped the Pilot, now a competitor has the name BlackBerry.
Eben's favourite names:
Bed, Bath & Beyond
Dixie Chicks
Marilyn Munroe (was Norma Jean Mortensen)
Marilyn Manson (juxtaposition of two famous names that are opposites using alliteration)
Captain Crunch
M&M's
Double your Dating (one of his most successful companies)
David De Angelo (his pen name for Double your Dating)
Download the takeaway points for all 3 videos
(PDF - Right Click and 'Save Target As...')