condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The

Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened “Premier Coffees”. The names would be far more descriptive than their current ones. But they wouldn’t embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it’s unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.

Now why is that?

In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational “charge” than logic. People buy emotionally and then justify rationally. And because great brand names create mental “pictures” they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The f

he companies they represent. Even if they offered the exact same goods and services, it’s unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.

Now why is that?

In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational “charge” than logic. People buy emotionally and then justify rationally. And because great brand names create mental “pictures” they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The

ate, names.

Now why is that?

In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational “charge” than logic. People buy emotionally and then justify rationally. And because great brand names create mental “pictures” they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The

“charge” than logic. People buy emotionally and then justify rationally. And because great brand names create mental “pictures” they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The

condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The first place to find positively charged names is in the words themselves. Words have equity and that equity can be transferred into a company or product name. For example, a company that wanted their customers to see their products and services as fresh, new and exciting borrowed the emotional charge associated with the word “virgin”. That’s how we have Virgin Airlines and Virgin Records. A computer company demonstrated its fresh, friendly approach to the industry with the consumable name Apple. A campy clothing company exuded adventure with its name Banana Republic. An online job board wanted to impress employers and job seekers with its massive listings… hence Monster. And need I mention Amazon? Borrowing on the attributes intrinsic to a word or phrase is a natural way to instantly instill emotion in a brand name.

But with more and more d