(EMAILWIRE.COM, April 02, 2010 ) Goshen, MA - Entrepreneurs and executives who understand the importance of a nifty name for an upcoming product or company launch often get stuck thinking up witty options. According to Marcia Yudkin, Head Stork of the naming company Named At Last (www.namedatlast.com), hints to unjam their thinking can be found in the headlines of just about any newspaper.
"The other day two punny headlines in the Home section of my local paper caught my eye," Yudkin says. "This reminded me that news editors need to come up with informative, catchy headers day in and day out. out. They also need to be able to condense or stretch the expression of an idea, depending on how many columns an article spreads across. I took a closer look at headlines and extracted some principles to help namers concoct creative possibilities."
* Short verbs: Newspaper headline writers collect short, vivid verbs, such as "mines," "stirs," "pushes," "clings," "set," "edges," "sparks," "tosses," "sees," "OKs" and much more. Such short verbs convey energy, Yudkin notes. "Moreover, punchy little verbs can help you come up with a trademarkable name or a free domain in a competitive industry."
* Long, vivid words: These also come in handy. In the headline "Super Bowl party becomes gastronomical success," the word "gastronomical" rescues the line from dullness. "It's a wonderful word that could be tweaked in a zillion creative ways for a company name or tag line," says Yudkin. "Use long, vivid words to convey a complicated idea concisely, as long as your average customer knows their meaning."
* Ordinary words combined artfully: A rhyme like "cheese with ease" and a homonym like "knotty and nice" illustrate the pleasures of wordplay that can also liven up business names.
Named At Last, YudkinÂ’s company, offers a set of free guidelines for generating a catchy new company or product name, available at http://www.namedatlast.com/19steps.htm .
