Seth explique comment les pratiques de nommage de nos chères sociétés ont évolué:

A long time ago, the goal of a name was to capture the essence of your positioning. […] International Business Machines and Shredded Wheat were good efforts at this approach.

It quickly became clear, though, that descriptive names were too generic, so the goal was to coin a defensible word that could acquire secondary meaning and that you could own for the ages. That’s why “Jet Blue” is a much better name than “Southwest” and why “Starbucks” is so much better than “Dunkin Donuts”.

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Comme d’habitude, l’article se termine par quelques conseils simples et efficaces pour trouver le nom qu’il faut.

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