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Necesito un nombre, por favor

por | 21-08-2015 | Blog Global Identidad, Internacional | 111 Comentarios

Encontrar el nombre apropiado para un producto o un servicio es crucial para el posicionamiento de una marca. Y como todo lo crucial debe ser desarrollado por profesionales

Ful es uno de los profesionales especializados que desde su blog ‘El mundo de Ful’ nos explica todo acerca del naming.

Quiero tener un nombre

Cuando un cliente llega y nos dice: necesito un nombre para mi producto, para mi marca. Quiero que te inventes un nombre… ¿Qué es lo que nos está pidiendo en realidad?

En primer lugar nos pide que sea diferente, más o menos sonoro, más o menos fácil de recordar o pronunciar. Aquí hablamos de singularidad. Es el bautismo del producto, del servicio, de la marca que lo convierte en único. Distinto de los demás. Un nombre que llevará grabado para toda su vida.
Es tanta la importancia del naming que si quisiéramos matar el producto, bastaría tan solo con cambiarle de nombre. Se convertiría en otro producto.

Y segundo, nos pide que el nombre signifique algo para el público objetivo o mercado al que va dirigido. Que tan solo con nombrarlo, hable de la esencia y los beneficios del producto. Hablamos del adjetivo, del carácter. Hablamos de significación. De lo que denota y connota un nombre. Los contenidos culturales que un nombre transporta.

Entre estos dos extremos, el de la singularidad y la significación, nos encontramos con direcciones opuestas: la originalidad y la banalidad.

Nombre. Ful. Fulgencio CerrajeroNombres originales, que en sí mismos no significan nada, como Ariel, Lagarto, Leroy y Merlin, Ferrari y otros muchos. Y a los que el tiempo, su propia historia, o la inversión en publicidad les ha otorgado carácter y carga de significación, a posteriori.
Nombres banales, poco singulares pero con una gran carga de significado inmediato, fáciles de entender y ubicar, como Maderas Fresno, Relojería Tic Tac, Armadura Toledo …. Su rasgo distintivo habrá que añadírselo más tarde, con demostraciones y experiencias que satisfagan al público objetivo, para que le otorgue un valor diferencial.

El resto del texto lo puedes seguir leyendo aquí.

Fulgencio Cerrajero es Redactor Creativo freelance. Ejerce su actividad colaborando y apoyando a Clientes, Estudios Creativos, Agencias y Productoras.

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