Salience Before Cleverness
Evaluate whether a name builds brand salience before asking it to carry nuance.
Principle: Salience is the first layer of brand equity. The Move Test the first association, not just the favorite association. Ask what category, use case, and feeling the name triggers before explaining it. If the first association is wrong, the name will need expensive correction. Why It Works Keller's model treats brand knowledge as awareness plus image. Awareness is not only "have you heard of it?" It is whether the brand can be recognized and recalled in a buying situation. A name that helps recognition gives future messaging a place to attach. Naming Implication Do not reward clever names for…
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