The Significance of a Name
In the world of brands, products, and stories, a name is not just a label; it's a powerful vehicle that carries identity, evokes emotions, and leaves a lasting impression. Whether you're naming a business, a character in a novel, or a new product, the challenge to find the perfect name can be gruelling. What exactly separates a great name from the rest? In this article, I’ll look at the etymology behind some famous brands.
Nike
The company was originally founded as Blue Ribbon Sports (BRS) in January 1964 by Bill Bowerman and Phil Knight. Bowerman was a track-and-field coach at the University of Oregon, and Knight was one of his runners.
In 1971, BRS decided to launch its own line of footwear. They chose the name "Nike," named after the Greek goddess of victory. The name was suggested by Jeff Johnson, one of the company's first employees. The Greek goddess Nike is often depicted in ancient Greek art as winged, symbolizing her swift nature and ability to fly over battlefields bestowing victory upon the winners and bringing them fame and glory.
"Nike," named after the Greek goddess of victory.
Why does it work so well?
Brevity: "Nike" is short and easy to remember, pronounce, and spell.
Symbolism: The name is derived from the ancient Greek goddess of victory, Nikē. This association with victory is incredibly fitting for a company producing athletic wear and equipment.
Versatility: Like the Apple example, the name "Nike" doesn't tie the brand to a specific product within the realm of sportswear, allowing flexibility in expanding its product lines.
Global Appeal: While its roots are in Greek mythology, the name is easy to pronounce in many languages, making it universally recognizable.
Distinctiveness: The name stands out in its industry and doesn't directly describe the product (e.g., "SportsShoes" or "RunFast"), which can help in trademark disputes and in building a unique brand identity.
The iconic "swoosh" logo and the tagline "Just Do It" further amplify the brand's identity and recall. However, as always, while the name sets the stage for the brand's identity, Nike's consistent production of quality products, effective marketing campaigns, and endorsements have solidified its position in the marketplace.
Tesla
A relative newcomer and prime example in the technology sector is Tesla.
Here's why "Tesla" is a compelling company name:
Historical Significance: The company is named after Nikola Tesla, the Serbian inventor and electrical engineer. This name pays homage to Tesla's groundbreaking work in the early days of electric power, and it's a fitting choice for a company that has revolutionized electric vehicles.
Memorability: The name is distinctive and not commonly used, making it easy to remember.
Simplicity: "Tesla" is concise, with only two syllables, making it easy to pronounce and spell.
Relevance: Tesla, Inc. isn't just about cars; they're a technology and energy company, involved in solar technology and energy storage solutions. Naming the company after a renowned electrical engineer suggests a broader technological focus, rather than a narrow automotive one.
Global Appeal: The name works across multiple languages and cultures. It doesn't have negative connotations or problematic translations in major languages, which is crucial for a global brand.
While the name Tesla sets a strong foundational identity for the brand, it's the company's innovation, product quality, and visionary leadership that have driven its success in the tech and automotive industries.
Amazon
Amazon is an American multinational technology company founded in 1994 by Jeff Bezos. Initially established as an online bookstore, Amazon quickly diversified its product range and transformed into one of the world's largest e-commerce platforms, offering everything from electronics, clothing, and books to food and streaming services.
Here's why "Amazon" is an effective company name:
Vastness: The name "Amazon" is derived from the Amazon River, the largest river in the world by volume and second-longest in length. The name suggests vastness and abundance, reflecting the company's ambition to be the largest and most diverse online marketplace.
Alphabetical Advantage: Earlier in the days of online directories and listings, having a name starting with an "A" could be advantageous for appearing at the top. Jeff Bezos, the founder, has mentioned that this was a consideration.
Universality: The name "Amazon" is recognized across many languages and cultures, ensuring that it's universally identifiable.
Flexibility: Amazon started as an online bookstore. By choosing a name not directly tied to books, it allowed them room to expand into other areas without being confined by their name.
Positivity: The word "Amazon" can evoke thoughts of exploration, adventure, and diversity (much like the Amazon rainforest itself), all positive attributes that can be associated with shopping and discovering new products.
While the name was a smart choice, it's Amazon's relentless focus on customer service, innovation (like Amazon Prime, AWS, and Alexa), and expansion strategies that have solidified its place as an e-commerce and technology behemoth.
The logo design nicely utilises the letter A and Z from its name in a nod to the vastness of its inventory of products. It also points to the nature of its delivery service; from A to Z.
