You can’t even come up with a name and still want to start a company? (On the importance of company names)

You can’t even come up with a name and still want to start a company? (On the importance of company names) Some time ago in the afternoon，The Internet circle was hit by a company called "Baoji There is a group of teenagers with dreams who believe that under the leadership of Uncle Niu, they will create a miracle of life Network Technology Co., Ltd."。you have to accept，Some companies feel like they are going to be popular just by hearing their names.。kindness，I’m talking about this one below。

▲A startup company in a fourth-tier city，Just relying on the name alone, I was swiped in Beijing, Shanghai, Guangzhou and Shenzhen ▲ I suppressed laughter and felt sorry for the engraving master for three seconds. This pair is one again.，Cases of gaining huge popularity just by relying on their names，It also awakened my deep thoughts：a good brand name，How important is it to the company? Good name，budget less。Good name，Exposure is essential。Good name，Cooperation comes early。

……good，No nonsense，Now let’s get down to business。–Talking about business special dividing line–About the company brand name，Most people will tell you that it has three functions:：memory、identify、Tonality。here，i want to tell you，There are actually four functions of a brand name:：memory、identify、Tonality、spread。The fourth communication attribute is that most people，A super attribute that even many experts and big Vs ignore，A super attribute that allows you to win at the starting line。

Speaking of communication，I want to start with the history of the brand name。developed to this day，The brand names of Chinese companies have roughly gone through four eras 1.0 First-generation names First-generation names，Most originated in first-tier cities in the 1970s and 1980s，Or the fifth and sixth tier cities in 2025。

These company names are often accompanied by Chinese characters、letter、constant、power、Waiting for these words of great light and justice，For example：Huaqiang、CITIC、Evergrande……The founder and name of this generation of enterprises，Basically a group of 60、70The diligent uncle of the era。You'll find businesses with these names，Basically concentrated on real estate、IT communication、Traditionally high barriers such as mining、High threshold and urgently needed industries。

If you are in a new consumer field that is growing rapidly and has sufficient competition,，It’s hard to imagine that the brand name is Huaqiang Salad、Chushin tea、Evergrande grilled fish、Merchants like Zhengwei Crayfish、Enterprise appears，Because not only will it not attract the new urban middle class to queue up,，And it’s quite inexplicably joyful。Overall characteristics of first generation names：Difficult to remember、Difficult to identify、Luitu 2.0 second generation names second generation names，Emerged in the 1990s。

Commonly used adjectives or words in English translation，Such as Rejoice、Mousse、Sarria、KFC……This time it’s finally not so vulgar.，But it’s still hard to remember。Because of the natural language structure of English，For those of us whose mother tongue is Chinese, it seems unfamiliar and difficult to remember.。Come to think of it, I went shopping at Red Star Macalline last week，I looked at dozens of sofa brands，Various European and American styles，What Leah、poetry pictures、Latu、Latin，Now that I think about it, I don't seem to remember any of them.。

The name is the core of the enterprise、most important、Assets most in need of memory and dissemination。An important task of marketing，It is to reduce the cost of communication。The difference in marketing costs between those who can remember it after one viewing and those who can remember it after two viewings is not one time or two times.，But ten times，Even a hundred times。because，For users，Not every time I can reach your spread，same user，You may need ten placements to achieve secondary coverage，Achieve three coverages with one hundred placements。

Overall characteristics of second generation names：Too fashionable，It’s still hard to remember the 3.0 third generation name. The third generation name.，Along with the wave of mobile Internet and consumption upgrades,，Started appearing around 2011。

The names of the three generations are easy to identify，The basic feature is noun + category，And the nouns are not unfamiliar either.，Basically, they are things that people like to hear and see in their lives.，for example：apple、Guazi used cars、Milk tea sister、Xiaomi mobile phone、puppy electrical appliances、elephant condom、Zebra Craft Brew、several dads、a few squirrels、N walnuts and so on，Nouns themselves are naturally easier to remember than adjectives，This solves the memory problem very well。

Give a chestnut：Qiang Yadong, founder of "Zebra Craft Brewing"，The former founder of "Call a Duck" is a very good friend of mine.，His company’s logo is a cute zebra。According to founder Qiang Yadong，Zebra's image recognition is extremely high，black and white stripes，I can picture that smiling zebra in my head right now。

When you cross the zebra crossing every day，Will subconsciously create associations with zebras and strengthen brand memory，Verbal nails and visual hammers will make you more impressed with your brand。Other，Zebras also have an awesome attribute，That means you can print your photo or brand name on the beer.。

my other friend，CMO of a business unit of Kingdee，Former Ogilvy Designer，He is aiming at this attribute，Directly ordered dozens of boxes of beer as a benefit to customers，It also adds points to your corporate brand.。"Zebra Craft Brew" new product has just been launched for one month，without much promotion，It sold for millions。"Zebra Craft Brew" is considered a 3.5-generation name，Good third generation name，It’s more useful than some fourth-generation names。

Characteristics of the three generations of names：Easy to remember，The tonality is not low，And there is a strong sense of category relevance 4.0 The fourth generation name The fourth generation name，Apart from being particularly easy to remember，It also comes with traffic + insights。Traffic solves the problem of brand communication，Insight solves the problem of brand loyalty。

Give a few chestnuts：There is an advertising and public relations company called "Everything You Say is Right",Their slogan is "Then let's think about it"，A boss in charge of marketing at Sina laughed when he heard the name.，Say I want to talk to this company，Give them something to work with。Just try it，After trying it out, I found that I was alive and well and not clingy.，Keep on living。This is also traffic，We no longer accept orders above 50W.，So awesome。

"Wuwudai" can also be considered a fourth-generation name.，Selling Wuchang rice。They rely on their names，It is said that the boss of Xibei was asked to make an appointment in person.，Signed a big deal。In less than a year since its establishment, it has already achieved tens of millions in performance。

Let’s take another relatively practical private case.，Let’s talk about what is a good fourth-generation name that brings its own traffic，First picture：Please look carefully at the picture above，These are several supermarkets opened side by side，One of the supermarket owners had an idea，I named my supermarket "Supermarket Entrance"，So people who didn't know the truth and wanted to find where the supermarket was entered the "supermarket entrance" one after another.。

under，Let me take my own company’s “feeling like it’s going to be popular” as an example.，Let me give you a detailed analysis of what is brought traffic：1、Social currency traffic social currency says，People need to socialize，When socializing, you need some materials。Those who make themselves look fun、novel、learned material，We call it “social currency”。For example, a conversation scene like this：A：What did you do in the end? B：I went to a class that felt like it was going to be popular? A：oh? Where?

Where do you feel the fire? B：Ha ha，The name of the company is "Feeling Hot"。Then B looked at A with a confused look on his face，Gained a little social pleasure，I still feel great。2、Scenario mention traffic Scenario mention traffic is a timely and professional marketer is not familiar with the concept。Let’s take “feeling on fire” as an example here，The company teaches others how to do marketing。

Every marketer will experience the aftermath of completing a plan in about a month or two.，He danced very high and said to the people around him, "This feels so hot!"。At this time，he completed a scene mention，Awakened a memory,This is also an opportunity for word-of-mouth spreading："Did you know? There is a company also called Feeling Hot。"The scene is particularly positive，The moment when you feel like you are going to be popular is almost the most wonderful moment in a marketer’s life.。

1. The name of the fourth generation of BD traffic is also very popular in external cooperation.，For example, "Zebra craft beer feels like it's going to be popular."、"Hitea feels hot"、"The lustful pie salad feels hot"，Someone else’s company marketing boss said，Give me a task this year，I have to cooperate with the feeling of being hot.，Feng shui issues。BD students are very happy doing it，This is also traffic。The advantages of the fourth generation name are very clear：
2. Excellent memory
3. Bring your own traffic，There is a good self-propagation scenario。
4. The name itself is a form of communication，Means better motivation and conversion rate。There are also shortcomings：The sense of category is weaker than that of the third generation。Categories with three generations of names are directly embedded into the brand，Like Guazi used cars、The cognitive cost of these categories of Xiaomi mobile phones will be lower。But the categories of the fourth generation names are soft implants based on insights.，and word-of-mouth driven，The identification is not as direct as that of the third generation。at last，Let’s discuss how to choose a good fourth generation name?
5. First of all, it must be interesting enough。

For example, the long name of Baoji，For example, "everything you said is right"。

1. Be insightful。Insight is the soul of the name，Fun without soul is just funny。
2. reverse thinking。The first things that come to mind，feels reasonable，Usually not a good name。The opposite of reasonable is not unreasonable but unreasonable。unreasonable，Only then can I catch a glimpse of you in the crowd，It’s hard to forget your face。
3. The names of the fourth generation are more like communication。

It feels like chatting，Try to approach it from the perspective of chatting。

1. Take a look at the comments posted by big Vs and public accounts in the industries you care about.，Those comments that can be promoted to the top will be an important source of inspiration for you.。
2. Feng shui is also important，With the help of mysterious supernatural power。Teacher Xiaolai mentioned a concept - "Income after sleeping"，It depends on how hard it is for a person to make money.，It mainly depends on whether the person will have income after sleeping.。

For example, Internet companies have very high income after sleeping.，you slept，The APP is still calling for a ride，Order takeout，navigation。star，Book authors also earn after-sleep income。And a good brand name is the largest source of income for a company to easily obtain traffic.。What generation is your company in?

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