Naming Your Business - Five Hidden Dangers of Using Creative Spelling in Your New name
If you have ever meet the old joke that "fish" should actually be spelled "ghoti" ("gh" as in "tough," "o" as in "women" and "ti" as in "nation"), then you will not be surprised to understand that a lot of companies put this quirk of English language to figure by concocting an alternate spelling of a key word for his or her name. This associates their organization with a particular quality while standing out with a unique-looking suggested company name.
Examples of creatively spelled names that sound sort of a real word include:
Acxiom
Cinergy Health
Chempetitive
Enalasys
Engauge
Flikr
Genesys
However, the perils of this strategy are many. First, sometimes not everyone understands the first word, like "axiom" and "synergy." therein case, the intended implication of the corporate name gets even more lost with the creative spelling.
Second, many of the creative spellings are extremely hard to recollect accurately. I'm quite sure I could never remember the way to spell Enalasys, albeit I remembered that it seemed like "analysis" and began with an "E." There are two additional spelling changes therein eight-letter name. Note that on the web , someone who gets your company's spelling only partially right won't find your internet site and should not be ready to get email through to your employees.
Third, these names are often difficult to pronounce when seeing them "cold." now gets overlooked because a well-liked site like Flikr has many of us talking about it, and once you've heard there is a photo-sharing site called "flicker," you readily understand that that's how the name is claimed . But just from watching the name, you would possibly equally want to pronounce it as "Fly-ker" - or simply be struck silent at the unfamiliar sequence of "k-r" at the top of the name. Likewise, I'm unsure from the spelling whether "Genesys" is meant to be pronounced just like the "> just like the English word "genesis" or like the separate parts - "Jean-sis" (which emphasizes the component word "gene").
Fourth, creatively spelled names with a double meaning like Chempetitive (sounds like "competitive" but suggests chemicals) or Engauge (sounds like "engage" but suggests measurement as in "gauge") don't easily pass the phonephone test. Their significance doesn't encounter to the ear. That is, someone hearing "Competitive" wouldn't suspect the connection to chemicals - or the right spelling.
And fifth, once you have a creatively spelled name, it becomes tiresome to spell it out every single time you say it to a replacement vendor or potential client. Take it from someone blessed the surname of Yudkin!
If you are a visual person, thinking mainly of how a corporation name might look on signage and a logo, you would possibly value these names highly due to their distinctive eye appeal. However, it might be an error to ditch all the business situations during which communication happens primarily by ear.
With a sizeable marketing budget, you'll overcome these disadvantages to a particular extent, drilling the right spelling and punctuation into the minds of the general public. After all, most of the people got it that AT&T's wireless company was pronounced "singular" but spelled with a "C." But if you've got a limited marketing budget, it is best to pick a replacement name that will be understood right off correctly by both the attention and therefore the ear.
Marcia Yudkin is Head Stork of Named eventually, a corporation that brainstorms catchy business names, product names and tag lines. For a scientific process of arising with a quick and appropriate new name or punch line , download a free copy of "19 Steps to the right name, Product Name or Tag Line" at https://BrandArray.com
