Thursday, December 6, 2012

Naming Your Software Application

It doesn't matter what you name your new product or your new company. All of your friends will hate the name.

So says Seth Godin in his book "Small is the New Big."

Godin might be right. Or he might be basing his conclusion on the reaction that his friends had to his naming his new website

Dennis Volodomanov, the author of KooRaRoo Media, has thought a lot about naming his application. KooRaRoo Media is a Windows application that makes it simple to enjoy your movies, music, and photos on a wide range of devices in your home, including modern TVs, BluRay players (BDPs), games consoles (PS3 and XBox360), mobile tablets, smartphones, and dedicated media players that support DLNA.

"There's no chance that prospects or customers will confuse KooRaRoo Media with the blah names that my competitors have chosen for their multimedia file server applications," Dennis explains. "And with a name like KooRaRoo, it's easy to find write-ups in Google," Dennis adds. "Imagine how difficult it would be to find your search engine write-ups if your software has a generic name made up of common, descriptive words." 

Seth Godin tells us not to choose a name based on the meaning of the words in the name. Instead, find words that remind you of something.

That's exactly what Dennis did when naming his software. Based in Australia, Dennis wanted a program name that evoked images of kookaburras and kangaroos. And that's how he arrived at KooRaRoo Media.

Jack Trout might like the sound of "KooRaRoo Media." Trout dedicated a chapter of his book "The New Positioning" to the notion that minds work by ear.

Without exception, all of the successful positioning campaigns that Trout studied when researching his book were verbal, and not visual - or at least not exclusively visual. Images alone don't seem to be an effective way to position your product, Trout tells us.

Trout believes that spoken words are much more effective than written words. The mind hangs onto spoken words longer than it saves written words. And spoken words can convey emotion as well as cognitive meaning.

If you think it will be difficult to turn the strangely-named KooRaRoo Media into a success story, think about the equally strangely-named search engine called Google!

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