A good name can take you a long way

Following last week’s article on new media (DW 30 January), I would like to suggest another aspect to the creative and strategic process which should be considered amid the need for clear communication of information as described by Peter Matthews of Nucleus Design.

Brands need to be noticed and, while some brand-owners can afford to promote their products visually, if smaller, less well-known brands are to be picked from an anonymous list, they must have a unique and memorable name to make them stand out.

In the supermarket, we are bombarded with graphic packs to convey all the right emotional and functional cues; on line, without this visual luxury, brand names will have to work that much harder.

Deborah Carter

Dragon

London W11

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