The Theory

Think back to your early school years – you learned to string several words together to form a sentence; you recited simple nursery rhymes; you worked to memorize your seven-digit telephone number. As children, we began with simple subjects because of the basic principles of psychology – the shorter the string of words, the easier they are to remember. These principles underlie decades old advertising principles that are still standards today.

What’s in a name like Coca-Cola, Microsoft, Disney, McDonald’s, Marlboro, BMW or Gap? Each name contains just one to four syllables. Each is a global brand. And each has value of greater than $1 billion. Now, say the name of your law firm aloud! Does your corporate identity fit the bill?

Effective naming is likely the single most important tactic to achieve effective corporate branding.

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