Wednesday, November 25, 2009
Creating a Brand: intuition or reason?
If you look closely the history of brands, those who earn money, those who are in the minds of consumers, there is few "reason" in the brand itself (in its name). I do not think that the name "Apple" is the result of a brand platform developed by a host of high-level consultants. But more the result of an intuition or an inspiration. What is certainly true is that Steve Jobs wanted to build computers for human, and Bill Gates had an engineer vision. The name Apple is not the name Microsoft. One refers to an organic object, the other is the description of a content.
The process of creating a name organized as a list of tasks, is reasonable, certainly, but generally unsuccessful : in this case, reality is opposed to reason. Indeed, the amount of registered trademarks in the world does that created brands based on criteria organized are filed in 90% of cases. The same causes produce the same effects!
It must then appeal to intuition, or intuition of the name designer , and then compare the marks found, able to be registered, with the initial objectives of the brand.
It's the sense of the creation tool TheBrandGenerator name: by itself he cannot do nothing for anyone. It is more a support for enriching the insights, to create a corpus of names that are testable, around an idea, an intuition.
«Intuition is a combination of historical (empirical) data, deep and heightened observation and an ability to cut through the thickness of surface reality. Intuition is like a slow motion machine that captures data instantaneously and hits you like a ton of bricks. Intuition is a knowing, a sensing that is beyond the conscious understanding — a gut feeling. Intuition is not pseudo-science. - Abella Arthur» http://en.wikipedia.org/wiki/Intuition_%28knowledge%29