The importance of a name

In 1897 Felix Hoffmann of the Bayer pharmaceutical company developed the process of synthesizing acetyl salicylic acid in order to cure headaches and many other minor illnesses. His discovery can still be found in the cabinets of most homes around the world: Aspirin®. The difference to the consumer between synthesized acetyl salicylic acid and Aspirin® is all-important.

Yet, many companies and managers underestimate the importance of a name and its implications. They often try to shortcut the process by attempting to do it themselves, or to hire writers or ad agencies, usually with less than satisfying results. A good name for your company, product or service is one of the most important assets you can own. A name establishes and defines the mood, priority, status and integrity by which your company or product is judged. Our goal is to help you arrive at a memorable, marketable name that will be solid today and tomorrow.

Furthermore, it is increasingly difficult to find good, marketable and trademarkable names these days. In the U.S. alone, 300 000 trademarks are registered each year.

According to the Canadian Intellectual Property Office, searches in the trademark database have tripled in the past two years. Filed applications for trademarks have increased from 32 593 in 1996 to 44 809 in 2000, yet the grants/registrations decreased during that same period. It is becoming a crowded world. A naming firm like ours is here
to help.