How to create a great brand name | Jonathan Bell

Ever wondered why companies like Apple, Uber and AirBnB are so easily identified in a sea of advertising? Jonathan Bell gives step-by-step advice on how to create a lasting brand name.
TEDArchive presents previously unpublished talks from TED conferences.
Enjoy this unedited talk by Jonathan Bell.
Filmed at TEDUniversity in 2016.

[@zacharyparis]

straight to the point.

[@buckybarz3779]

He's the real MVP

[@Hz-qz5mr]

Any brand name ideas for my tech company?

[@Yumiko101]

zachary paris ,,,

[@indiaawareness8100]

#techbagga for Brand & Categories Shuffling

[@deuxpomme9777]

Wish all ted talks were like this

[@graceoverall]

Jonathan outlines the following seven categories of brand names: 1. 0:38 Eponymous (e.g. Disney, Adidas, Tesla) 2. 0:58 Descriptive (e.g. American Airlines, The Home Depot) 3. 1:09 Acronymic (e.g. GE, BP, KFC, HSBC) 4. 1:28 Suggestive (e.g. Uber, Slack, Facebook, Pinterest) 5. 2:21 Associative (e.g. SiriusXM, Red Bull) 6. 2:47 Non-English (e.g. Samsung, Lego, Hulu) 7. 3:07 Abstract (e.g. Rolex, Kodak)

[@joumaicomaulas3414]

graceoverall You forgot to add Invented names.

[@OfficialJPryde]

Joumaico Maulas Real, Composite, and Invented went under the category Suggestive.

[@klutz3955]

graceoverall why thank you

[@wanaizat1968]

Abstract for DUREX

[@antonisask]

rolex comes from the greek name of clock:"roloi" or "ρολόι" so is nit abstract

[@turquoise2003]

How to create a good brand name: step 1. pick any name step 2. have millions of dollar for marketing

[@streyngthz]

@@doctorfritznoel Lol, BackRub rhymes with 'bankrupt'.

[@doctorfritznoel]

@@streyngthz good point

[@letstalk4510]

😂😂😂😂😂😂😂

[@SamHulse]

I can tell the guy talking is so nervous but the talk is so so good

[@bobbob-uf3qz]

This made it even harder to make a name.

[@blanco7726]

Basically find your main goal/idea with the company and then find things that are associated with that goal/idea. Or just name it after yourself. Those are the two main options.

[@jagans6409]

well said!!

[@Jays-ug9bd]

Idea Headed what does this mean exactly?

[@skylarsmith8813]

Ikr

[@bobbob-uf3qz]

Skylar Smith I just randomly found my old comment and it has lots of likes

[@leoisforevercool]

It's all MARKETING. Getting your brand/product into people's heads is the most crucial element to success. Analyzing the brand names of business giants is fun, but names like "Nike" and "Apple" actually require tons of lifestyle advertising to make you think of shoes and tech instead of Greek mythology and fruit.

[@indiaawareness8100]

#techbagga for Brand & Categories Shuffling

[@Auto.Anorak]

This isn’t totally true. It’s the thought of fruit that makes the Apple brand attractive. An apple is an everyday simple item that we already accommodate very well in our day to day life. This makes it an easy, soft and accommodating name to bring into our life. The contrast between tech and nature also makes it more noticeable amongst the notoriously dry names of Microsoft products. An apple is also associated with being the fruit that helped discover gravity. Making it a historically significant fruit for our humanity. The connotations of this make Apple a noticeable, approachable and seemingly intelligent sounding brand name. However, I do agree with you. The product has to work well with the name and become well established. Luck is definitely part of it and Steve Jobs himself didn’t always come up with revolutionary names for products.

[@aurelianspodarec2629]

@@Auto.Anorak Apple is a fruit company if you asked me a few years back. Not a tech company.

[@indowestern4825]

Hi! Would you suggest a name for a channel and blog that's about learning audio/visual, storytelling, and cameras? I'm a videographer and I want to start a business.

[@aurelianspodarec2629]

@@indowestern4825 That's a hard task in naming :)

[@troygoogler]

Those Brand names are looking good because they are already famous. If not, it's just a random name.

[@troygoogler]

@@doctorfritznoel Yes. My context was all about this video

[@drkushraghav]

i agree with you.

[@Redwiat]

Yes bro

[@lorenzotolliso1388]

Honestly

[@habibthekhan]

Exactly i made many names it sound wired only famous names makee sense

[@paulmc9203]

Make sure the Domain Name is available!

[@gotcrash9846]

Paul Mc what i always do 😊😊👍🏻

[@amarpreetsingh6290]

Right man

[@ramdany7]

DomainName is already taken. Try with following suggession: DomainName875, DomainName524, DomainName391

[@monicagrohne]

This isn’t as important as it use to be if you know how to have strong SEO and SEM.

[@tahirabbas7674]

hhahahah

[@MixedbyMarcMozart]

I misread “band name” and was full of hope.

[@dimitriecom]

A band is a brand so it's similar.

[@atufankar]

yeah im like 2 min in and realized it now. i was thinking "is this dude gonna talk about the bands"

[@realcyb0rg206]

It's still not much of a difference. Even a solo music artist is a brand, why can't a band be one? Just come up with a good brand name instead of band name. Coz brand lasts forever

[@NefelibataQueen]

Banda el Limon 😂 🏃🏻‍♀️

[@MrDonutYT]

Ahsauhhh

[@androver]

Brand names, logos everything is a side note. A brand truly depends on it's product. If you're able to make/deliver great quality products everything associated with you will become a brand.

[@dimitriecom]

Yes and no. No company will ever strive without a great product but a product without a consolidated brand remains unknown and dies sooner than later.

[@matheushenrique5963]

@@dimitriecom Yes unknown brands are the first to be surpassed by well know ones, name is more than just a name in my opinion is what you will remember and associate when buying something so unknown brands will only keep their dominance if it's not a mass market industry or a big and we'll know brand will dilute it's market and people won't even remember that another brand ever existed

[@winnyberina2114]

@surb Thanks for your comment.

[@imagine_8681]

True like how Apple is so simple yet it’s a big company

[@grammar_shark]

*its

[@muhammadal-sheikh1806]

How to create a great brand name ? this is the question, with no answer.

[@fahadm8045]

They won’t babysit you to do the thing you’re looking for

[@CosmiCandy]

They explained you. Now how to think is your answer.

[@opheosmedia7809]

no answer until the brand name is created

[@curseofsasuke]

It’s called creativity. There is your answer.

[@rubenlee2894]

Go with 1. Eponymous name. You won’t go wrong. All the best.

[@alystdesign]

the other day I had my big notebook's pages filled with a ton of possible brand names until some word clicked to me the other day. the struggle was the domain name. but tho, the message and branding is what really makes these brands memorable and great.

[@prassociates2000]

OUTSTANDING! So easy to understand! Loved the breakdown of the company logos - how you defined them and assigned them a label!

[@indiaawareness8100]

#techbagga for Brand & Categories Shuffling

[@darewin3847]

Seedhi baat, no bakwas! (straight talking to point, no BS) well spoken..

[@tourinojacks461]

Love this so much that here I am, many months later, watching it again and it's still relevant, simple, digestible and well-delivered. Love it!!

[@MercuryOracle]

Pinterest is a composite of “pin” and “interest.”

[@zt3853]

no, really?

[@lavanyachauhan3222]

It’s a fantastic name man

[@controllerbrain]

pinterest, not pininterest

[@daviddietrich2211]

These categories are great, but it would add real value if he explained how to come up with a name.

[@herculesbrofister265]

learn English. pick a word or a few that make sense. i dont know what you were expecting him to do for you.

[@BuckBowen]

He can't think for you man. What he gave us was a frame work to use to come up with a name. Use it.

[@Moodboard39]

That's for your to figure out dumptard ! You got to figure that on your own ...he doesn't need to explain "how" u not nobody but KZbin user

[@Moodboard39]

​@@BuckBowenexactly

[@Moodboard39]

​@herculesbrofister265 lol

[@briannasaccord4620]

I'm sorry but the moment of silence and the one person who laughed made me lmao

[@JamieWhiffen]

Thank you VIRGIL! 🕊

[@metaforically]

Definitely can see why this is in the archive

[@sanjeevprabhu6796]

Metaforically Speaking i swear...whatever he spoke is literally shit

[@mmunn5094]

calm down young indian

[@luizabell4056]

@@sanjeevprabhu6796 lol ur just mad bc he actually has a ted talk and u don't. so just keep hating and see where that gets you in life.

[@noueruz-zaman7894]

Building a brand is hardest part of starting a business. Amongst 10000s of brands to chose from consumers have lot of options. I feel you need to be unique with your approach and he is right "it starts with the name". Thats the reason why I spend some time to think about my business name (which I will launch soon). I said why not name it with in frnech instead of English. It will stand out from others.

[@aybeed]

nice name, NOVRUZ 🗿🇦🇿

[@ArunUthaman]

Naming a brand is like naming a baby. Naming is a rigorous and exhaustive process. After many years of research , I chose my name as my Brand name!

[@tag6117]

what is it?

[@bigboydaddyde4105]

You should have done a shameless plug 😁 from smiley

[@BoWSkittlez]

There's an error at 1:12. Those companies are initialisms not acronyms. NASA is an acronym. GE, BP, HSBC and KFC are initialisms

[@vicky3396815]

BoW Skittlez what is the difference? I have forgotten.

[@erin9868]

An acronym is when you pronounce the initials as a word. An initialize when you pronounce the letters of the initials. Think NASA (acronym) vs NSA (initialism). Or BOGO (acronym) vs BYOB (initialism).

[@mattk.3645]

Yes, a pet peeve of mine is the now widespread misapplication of the word, "acronym," to initialisms.

[@donaldduck2140]

matt k. This mistake must never be corrected

[@Tolivian]

@@erin9868 I didn't know that! I learned something new today!

[@socialt.socialmediaagency7250]

Great points laid out in an easy-to-follow talk! Thanks for sharing.

[@thegracefulguidance]

“You can’t build a reputation on what you are going to do.” ~ Henry Ford

[@no.name.huncho215]

damn good quote

[@thegracefulguidance]

@@no.name.huncho215 Yup all about putting yourself out there, and being consistant

[@daryllynsalise]

Finding a great brand names is a brilliant idea for your businesses but we cannot deny the fact that it's difficult too.

[@user-zd7mq3jt2m]

Ayy shalaa ang atake

[@MuhammedYaseenofficial]

After a long time ( maybe 2/3 year ) of procrastination from my suggestion & watch list. I watched it now 😂❤️♥️

[@stephaniecowles3483]

I have the vision and know what I want my business to be, but really struggling with a name. I've went through every video I could find in relation to brainstorming business names and this is by far the most helpful and informative. Thank you!

[@sanskritijain4922]

Struggling with the same. Were you able to find a name?

[@gabe8704]

Same

[@grammar_shark]

If you're worried about the name, then your product isn't probably that great.

[@klopferator]

Some arguments in this talk are rather weak. Apple as a brand name itself doesn't convey anything about "simplicity and usability", it just became infused with that meaning because of what Apple did after the company was named. Hindsight is 20/20, but while "Nike" (as the goddess of victory) does evoke a certain image and corresponding emotions from the start, "Apple" just doesn't.

[@JonasHamill]

I think the point is that the name itself is short and uncomplicated. If they'd named it "North Californian Computers and Devices Co", it wouldn't invoke as much simplicity as 'Apple'. I get your point that much of the connotations are bought about due to the brand Apple created, but having a short simple name certainly helped.

[@klopferator]

But that's obvious. It's nothing I need an expert for. That's why companies chose brand names, that's why Seikikōgaku kenkyūsho decided to sell their cameras under the brand name Canon. And it's not what he's talking about when he talks about Apple in this video. He's including Apple as an example for a brand name that conveys "idea + emotion" - but "apple" itself doesn't convey any of the things he claims, it really has no place in the part titled "Decide what you want the name to say".

[@biancosbag]

I thinkhe got mistaked with the big idea of Apple. As I see it, the name pretends to demonstrate "simplicity" in front of all the "complexity of computer engineering", the same way as the "apple" represents the "beginning of science for Newton".

[@johnvelaz6156]

Steve jobs did choose apple because it thought it was simple

[@shawnnaess]

the word apple is simple, an apple is simple, the shape of an apple is simple (making the logo simple) pretty much everything to do with an apple is simple and apples are known as a healthy fruit keeping the doctor away etc so it portrays that apple products are best for you

[@21alpha75]

We all know thinking of a good name is the hardest part

[@Moodboard39]

Yea and design

[@someguy007]

YESSSS. STRAIGHT TO THE POINT. BEST VIDEO IV EVER SEEN ON KZbin.

[@princebanini]

those are some beautiful points. glad i came across this video

[@WorkUpperTV]

Love this talk! Is there a longer more in-depth version on creating brand ID ? Thank You 🍓

[@luizabell4056]

just look on his social medias + website. the company is called want branding I believe

[@xBloodXGusherx]

3:35 The guy taking notes about to take over the world. You watch lol.

[@sha1841]

😂

[@Jh-bx7vo]

He's about to take over Social Security Income about it. His Brand falls under the 8th category, the one that was removed, and became obsolete. Mom&Pops Shops, with such brands as, Discount Store, General Store, Gas Station, Cafe, Autoshop, don't forget Mc Donald's.

[@Practiceofthepractice]

You explain this really well, thanks.

[@freakfamilyplayinggames6141]

happy that there is a ted video about this

[@JoseGarcia-yp9mr]

2:19 there is a mistake, Pintereste is a composite logo because it comes from Pin and Interest, however excellent talk.

[@LessonsAtStartup]

Very resourceful. Thanks for sharing

[@sandeliailogistika9410]

It was nice to hear it. straight to the point. Well, spend time.

[@AkmaAit]

cool tips, ..sticking with the last name is kinds easy

[@user-sl6ou3qb9l]

AkmaTravels Not when you have a name like mine Neither my first or last is good for a brand

[@mxferro]

Brands work if "memorable and unique". The branding works if backed by CONSISTENT, standardized ,strictly enforced usage. YOU lead the direction of the brand name and increase its value..not the other way round. Maintain control of the brand and establish your brand statement. Look at how Disney, Ferrari and Nike AGGRESSIVELY enforce and suppress the slightest infraction on the illegal or improper usage or defamation of their brands. They are CUT THROAT in legal action to protect the branding. Yours has to be strong to see be able to protect.

[@ikedweck4515]

This is an interesting presentation. Crafting a brand name that embodies your company's image and values is difficult but essential.

[@doctorfritznoel]

His article online goes into more and it's even more interesting

[@robertnjue9413]

The best so far. Thanks

[@raimondasmarciulevicius7599]

TED Archive & Jonathan, good job. Together we are strong :) :)

[@ObscureTerrain]

This had a lot of pragmatic advice!! Thanks!

[@Moodboard39]

Good. Need more instead of blabbing like most people do...they like to hear themselves talk ... don't get to the point

[@JP-sx9nf]

my brand name will be NAME.

[@frodobaggins7469]

god luck finding a domain for it

[@charliewelsh8427]

The Blockchain Gamer name.com is taken... by a domain registrar.

[@prasadkadam4915]

*mind blown*

[@kshitizmishra5845]

Name.com itself is a brand

[@luizfernandotesck144]

2000 IQ

[@adestoryteller]

am a business ideologist and i really love to volunteer myself like Jonathan Bell

[@Moodboard39]

Work on your grammar and spelling lol idealogist ? Lol

[@Jroyyy623]

This is wonderful because a name is so important

[@FMCGAcademy]

In our experience simply create a great product or service that people want and the brand name will become great. A simple and easily understood name works best.

[@masidawoud]

Why would you first decide on the type of name, and then try to fit the message into that? It should be the other way around...

[@brandondyson7769]

Masi Dawoud Agree

[@GorgonDrageil]

I think this assumes that there is already a product/service, message and vision.

[@YaNeK92]

Focus on the mission not the product.

[@doctorfritznoel]

His point was that many of the names reflect the message. I don't recall him saying that names were randomly chosen first.

[@BlueFlame_l.o.g]

Great Video! Very Direct Thank You 😊

[@RodrigoMirra]

Finally a decent talk about naming

[@SuNJo0oJo0o]

he litterly didn't give any tip to start my brand name, he was just explaining the other brands ideas. he got paid well

[@jakezermoni575]

Yeah, he basically just categorized a bunch of brand names, but they are doing well with it so I suppose we can be inspired by that.

[@Od1nsBeard]

Bro you don’t get paid to do Ted Talks

[@Moodboard39]

​@@Od1nsBeardlol

[@amandadahlenlund6340]

The Swedish toilet paper company is called Edet, kräpp is translated to crêpe(the fabric) Haven’t seen that packaging before, sounds funny though 😅

[@Moodboard39]

Oh yea? Edit crap ? Nice lol

[@socialt.socialmediaagency7250]

Couldn't agree more. Thanks for sharing!

[@BySAEH]

gave me such a new perspective!

[@albertvillalobos1377]

I think red bull name points toward the ingredient taurine, which has Latin roots for the word “Bull”. Seems obvious when you know Spanish, one of the advantages I suppose

[@mattk.3645]

Yes, taurine is the essential ingredient, which is associated with greater endurance.

[@Moodboard39]

Ic

[@moritzschroder]

KZbin keeps pushing this video on me, so fine, I'll watch it! 😀 I wonder what I have to do to get my own videos promoted that much...

[@jagans6409]

Hi there, To my knowledge if somebody watches your video they should watch till the end without skipping a bit. Regards, ♥️

[@reichhopprivatwatch1406]

thanks for explaining how ANY brand name gets developed

[@biannnzzz]

what a great presentation!

[@luukschopenhouer7261]

Here due to Virgil Abloh's site.

[@cb4v922]

0:13 Coc-bwahh-a cola

[@donaldduck2140]

cannedbav glitch in the matrix

[@angusgtw]

Coca coAl

[@driggo912]

@@donaldduck2140 xD

[@Supercraft_3000]

love this vid gives you everything you need to know and more it goes above and beyond the title :)

[@user-jp6rs1cs2o]

Very straight to the point!

[@supercomputer0448]

4:20 actually that is very fitting

[@frey8893]

Step 1 1. Eponymous- Name of people 2. Descriptive- eg. American Airlines Tell exactly what company does 3. Acronymic- eg. KFC 5. Suggestive -real : Uber , Slack (from dictionary) -composite: Facebook , ray ban (2 words fused) -inverted: Pinterest, Kleenex (change,add, remove letters from words) 6. Associative: reflective imagery meaning eg. amazon, red bull 7. Non English - Hulu, Lego, Samsung 8. Abstract- No meaning but have power of phonetics eg. Rolex, Kodak Step 2 Descriptive+ functional eg. Where? Southwest ; who? Dell Idea + Emotion is required eg Nike‘s about winning. Go pro is about heroism. Step 3 Check if that name is available

[@uminhtetoo]

Thank you for sharing us some ideas you have.

[@realphilamery]

great presentation Jonathan, good job 😉👌

[@jgdublin]

This is often where these Ted talks fall down, the "paradox of complexity" is evident and the resulting presentation does not achieve its aim. The talk does not address how to create "a great" or "lasting" brand name. The content is derivative of the, hundreds of blog postings from clueless marketeers, who churn out the same points made in this presentation. The example anecdotes given to support implied strategy are just anecdotes they don't prove that a particular strategy is effective. For every example given to support a "strategy" there are a dozen other examples that contradict these conclusions. Reflecting on this I suspect Jonathan was asked at the last minute to throw something together on this topic. I'm sure if he had to give this talk again he would either change the title or change the content.

[@Moodboard39]

Another dickweed! That's u to decide what brand /name u want ...and how u decide ! He doesn't need to do it for u ...

[@Moodboard39]

My goodness , want people to do their homework for them

[@nurduwek7768]

2:15 *Curb your enthusiasm theme plays*

[@farooq8fox]

funniest part of the video

[@kingofhavila9850]

Very helpful very smart this helped me to create a name for my business that has an empire vision

[@Rachnaknowledgehub]

Nice I found a new channel TED Archive ❤😊

[@surlookmedia]

i'd happily buy Edet KRAPP ;)

[@bethebest1866]

Scott Galloway said that brands are dying, who should one believe?

[@dotdelgado1090]

Great presentation, will have to work on good business name...

[@TheHelghast1138]

Great advice!

[@ipamaj1gt573]

Lego isn’t a word. But “Leg Godt” is where it comes from.

[@begood7988]

Hey...I have a domain created99.com would you like to Buy it...?

[@farooq8fox]

2:15 *crickets chirping*

[@dimitriecom]

This presentation is as helpful for creating names as IKEA furniture instructions would help me code.

[@DaveKentLive]

Thanks for the help!

[@jakobbourne6381]

When engaging with influencers, always ensure they are legitimate. If you find them questionable, then run them through auditing platforms such as *influencer auditor*

[@liamdienemann8937]

2:19 there's only 1 lady there who shops at Ikea

[@meriemzerarti4215]

This was really helpful thanks

[@tevinsimelane4194]

That domain name is genius!!

[@rizwantariq5964]

amazon is the largest forest, not a river and Rolex stands for rotary excellence

[@rizwantariq5964]

@Luiza Bell keep ur hair on

[@mazandkos]

Luiza Bell the river Nile is the largest not the amazon river

[@NowhereMan7]

@@mazandkos The Nile is the longest river, the Amazon is by far the largest in terms of water volume.

[@NowhereMan7]

Well the first part of your comment is just wrong - no need to google anything there. But the second part.. where are you getting that information? There is nothing about that online. There is an article saying the complete opposite though. highnames.com/rolex-luxury-brand-name-origin/

[@luizabell4056]

@@rizwantariq5964 haha funny but im right.

[@NickWithford]

I feel like a great brand makes it's name great. Anyone can call their kid Steve Jobs, but that won't make them change the world.

[@TDOTSE1]

Haha I love this example

[@wv1studio49]

That url is awesome!

[@wendynoboa3580]

Great talk!!

[@lilburrellbaby]

Honestly.. just pick a name you like n build the brand

[@Moodboard39]

Not easy smart azz..

[@YaNeK92]

Major Key which is not spoken of here: FOCUS ON YOUR MISSION, NOT YOUR PRODUCT!

[@Moodboard39]

Product is important. People don't give a shit your name , or mission ...only people who are creative , entrepreneur, designer in the business know what it is ...

[@Moodboard39]

Two different mindset ...you spoke like buffoon

[@muhammadbux1928]

Very Informative Video

[@bee-onabudget]

definitely a great video!

[@YourNonLegitGaming]

im pooping right now

[@alexthelegendtennis6796]

Andrew T #metoo

[@mcstinkle]

Andrew T my condolences?

[@mido3ds]

Andrew T Congrats

[@taskd9146]

Heyyy me tooo

[@klutz3955]

Hey let's make a brand about pooping How's Poopar?

[@tattie.b8594]

Kinda disappointed as I thought the video was about how to make a band name. Although I still watched the vid and it was really interesting.

[@Moodboard39]

This for u there decide!! Not going to tell u how ....common sense

[@Moodboard39]

Why u need help to how to create one ? Is silly and stupid ...

[@cryptoarts]

Make it nice and memorable, makesure the domain still available.Its a great feeling when you see a startup use your brandname ideas.

[@manjushakulkarni5155]

It's all about changing perception...... your name transmits the information you want them to believe

[@Max-ep4hd]

Seems as if any C student could have made this presentation

[@donaldduck2140]

Max this dude is a freshman at a junior college, his teacher got him on TED

[@luizabell4056]

@@donaldduck2140 idk if ur joking or not...

[@RaterNerd1881]

Only how, no why.

[@johnpratt7439]

watching this with my wife she said the exact same thing.

[@teamwork1830]

Wow nice information to know, very good content

[@GabrielPohl]

Brazil had a site dor hotels like Trivago, it was in portuguese "Hotel Urbano" meaning urban hotel, now it went global and changed to "Hurb" only. I found pretty amazing