Here's another excerpt from our handy dandy naming manual - it's like a car manual, only about naming! We'll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).

CAR NAME THEMES

Of all consumer brand names, car names are perhaps the most recognizable. Online, TV and print advertising make it hard to ignore the most exciting new “rides,” and daily commutes ensure real-life interactions with these brands. Who hasn’t heard of a Camaro? Responsibly considered an Accord? Dreamed of owning a Miata?

So, what are the most common car name “Themes”– i.e, the concepts, messages or constructions used most frequently? For the fun of it, we did a bit of research (actually, a whole lot of research) and provide below the results of our investigation.

Theme: ANIMALS

The quintessential name: MUSTANG

One of the most popular car name themes, Animals convey everything from speed and strength (e.g. Mercury Bobcat, Dodge Ram) to grace and innovative design (e.g. Nissan Gazelle, Volkswagen Beetle). Sure, everyone knows what a Mustang is, what a Cougar is, what a Pinto is. But did you know that Corcel is Spanish for “steed,” that a Thunderbird is actually a mythical bird, that an Impala is a type of antelope, or that a Tamaraw is a small water-buffalo found only in the Philippines?

PREDICTION: with the ever-growing awareness and development of “greener” cars, expect to see fewer fast, strong, predatory animal names, and more intelligent, wise, innovative animal names. The Toyota Dolphin anyone?

Last week: Operation in Foreign Countries

Next week: More Car Name Themes

It is short and easy to pronounce. Oh, and it stands out in the crowd. Beyond that, this name is about as bad as it gets.

In my career as a naming consultant, I've done a lot of company naming and product naming. UGG falls somewhere in between a product name and a company name, serving both roles in various scenarios. Every time I see this name, I think: these guys should have hired Catchword.

Why? Allow me to explain:

1) The name is phonetically identical to a common statement of discontent or dislike ("ugh"). Kind of like naming a new candy bar "Yuck".

2) The name immediately recalls "ugly" (and in the mind of this naming consultant, so does the product itself).

3) They don't own the .com domain. Ordinarily, I wouldn't think this is such a problem. However, the folks who do apparently own the name (Viterra) are not using it. UGG should be able to procure it. Maybe they don't want it?

4) Furthermore, according to Wikipedia, the term refers to a specific type of sheepskin boot and could be considered a generic term (a la "Duck Boots"). Ugg's parent company is suing other companies who reference "UGH Boots" despite the fact that the terms has been used generically since the 50s and the trademark (in Australia) only dates to 1971. Catchword clients benefit from names that are ownable and defensible in their own right, without the petty squabbling they have been forced to use to protect this name.

So how does one reconcile the overwhelming success of this product with its less-than-stellar brand name? I have only three things to say. First, it is further evidence that a bad name won't kill you (so long as you can get a Paris-Hilton-class celeb to model your product). Second, let those who dare to be different rejoice! If this brand has one thing going for it, it is that it really, truly stands out. I don't usually recommend standing out for all the wrong reasons, but even standing out for the wrong reasons still counts as standing out. Lastly, this brand name offers further proof that there is no accounting for taste. The boots are almost as uggly as the (ugh) name. But what do I know?

If ever there was a company that could use some help from naming specialists with brand name creation—Dress Barn is it. Don’t get me wrong: I’ve nothing against a store name that telegraphs to its customers that they can expect bargains within. Target comes to mind. Ann Taylor Loft is ok. But...Dress Barn? Can we leave a little romance here? At least Pottery Barn, with its evocation of some artisanal enterprise tucked away in a picturesque shed somewhere makes some sense; PB’s product offerings include rustic pottery and other home furnishings. (Although they’re getting less rustic—and more pricey—by the minute). But women’s dresses and suits amidst hay and barn animals? My mind just doesn’t want to go there. Now Dress Barn has compounded its naming sins with a new line of fragrances. I’m referring to Truly Beautiful, Truly Magical and Truly Fresh. Am I just being cranky, or are these some of the lamest perfume names you’ve ever heard? For starters, opinion words (beautiful, magical, fresh) tend to create resistance in consumers. We’ve heard them millions of times, we don’t believe them—and we stop paying attention. They’re like wallpaper. Without distinctive packaging or an A-list mother brand to lend them credibility and cachet, they’re not likely to generate either. And when paired with “truly”—one of advertising’s most clichéd buzzwords—we're even less likely to believe these perfumes are anything special. Dress Barn: you gotta start dressing it up a little.

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #5: Name That Brand

Click through for the answer...

Answer #5: Lipton Tea

Legend has it that the Chinese Emperor Shen-Nung first discovered tea in 2737 BC and that it has remained virtually unchanged since then (Clue #1). Supposedly, the emperor was preparing a kettle of boiling water on his terrace when a few tea leaves accidentally landed in the liquid. Curious to know how the leaves might affect the flavor, the Chinese emperor tasted the accidental brew and was delighted with the concoction. It wasn't until the 1600s, however, that Shen-Nung's discovery first reached Europe. European travelers to Asia fancied what had become something of a staple in the Far East and wished to introduce the beverage to their peers back home. While many colonists to the new world brought with them their appreciation of tea (and their anger at England's tea tax, Clue #5), it wasn't until the 1890s that Sir Thomas J. Lipton (Clue #2) truly popularized the beverage in America. Lipton, who owned tea estates in Sri Lanka, transported his tea to America in clipper ships and packaged the leaves in tins to ensure freshness and quality. Soon, Lipton became known throughout the world as "Sir Tea," and today his likeness appears on every box of Lipton's "Brisk" tea bags (Clue #3). Today, Americans drink 136 million cups of tea each day, and 80 percent of it is served over ice! For many, the Lipton name is immediately synonymous with tea, hot or cold (Clue #4).

Here's another excerpt from our handy dandy naming manual - it's like a car manual, only about naming! We'll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).

OPERATION IN FOREIGN COUNTRIES

Doing so requires registering your name in every country in which you plan to drive it. You will again need to activate your Theft Prevention System and almost certainly hire either a name development firm or an Intellectual Property attorney to conduct the necessary trademark evaluations on your new name.

In addition, you will want to ensure that your foreign customers can pronounce and spell your

new name, and that your new name is appealing to them in their language. While a domestic translation service can be helpful, the most insightful feedback comes from customers actually living in the countries in which you plan to drive your new name. The easiest way to reach these people is through the use of a specialized name development firm with an established linguistics network around the world. If the firm has experience with linguistic and cultural research of this sort they will know to ask the following questions:

• Is this name easy to pronounce?

• Is this name easy to spell?

• What does this name make you think of?

• Do you get positive or negative associations with this name? What are they?

• Does this name remind you of any existing brands in your country?

CAUTION/WARNING

If you’re driving your name in other countries make sure to conduct a linguistic and cultural analysis of the name. It’ll ensure that your name doesn’t have negative connotations

or meanings in other languages, and help you sleep better at night.

Last week: Installing Names

Next week: Car Name Themes

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #4: Name That Brand

Click through for the answer...

Answer #4: Amazon.com

No matter where you live, you've probably heard of Amazon.com. Launched in July 1995, Amazon.com sought to modernize and improve the book-buying experience by offering the Internet community a more efficient way to purchase its favorite literature. The company is named after the Amazon, one of the world's greatest rain forests (along with the Tongass and Great Bear rain forests, Clue #2), which was first discovered by the Spanish conquistador Francis de Orellana in 1541 (Clue #1). Stretching across 25% of South America and nine countries - including Columbia, Ecuador, Peru, Bolivia, Venezuela, Suriname, and Guyana - the lion's share of the forest exists in Brazil (62% in fact - Clue #4). Its basin equals 2.5 million square miles. Given its immense size, it's likely that the commercial retailer wished to elicit associations with expansive inventory and endless product offerings. And, no doubt, associations with an adventurous and unusual buying experience were intended as well. But perhaps the greatest value in the Amazon name is that it is abstract enough to accommodate just about any product or service, lending itself to a potentially limitless portfolio of consumer offerings. Put simply, Amazon has wisely set itself up to move with the times, and as its business strategies change the name will stretch to accommodate those shifts. Sure, Amazon means "celebrated woman warriors", but thanks to the branding efforts of this company, it now means so much more (Clue #3).

Over this past summer, we wrote a weekly series called 10 Naming Tips. Each week we offered free advice on the naming process for those of you out there beginning the daunting task of company naming or product naming. We know all too well that naming companies or products can be a challenge, and we wanted to help. What better way than to impart some of the wisdom we've acquired over the years?!

Now, the Catchword has collected the ten-part series into and easy to download PDF for your reference. Click the image below or click here to download our 10 Naming Tips guide.

Here's another excerpt from our handy dandy naming manual - it's like a car manual, only about naming! We'll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).

Step 7 - Installing names

Congratulations! You’ve created a new name and you’re ready to put it on your new marketing vehicle. To do so, inflate your

new name with hot air and carefully place it on the brand. At first, you may feel that your new name isn’t “pretty” enough.

It may seem underdressed. This is because you have not yet applied a new brand identity. To do so, see your Manual’s section

on “Optional Hardware”.

If you’re driving a new company name...

Owning and driving a company name can be more complicated than driving a product name. To ensure that you’ve complied with all state and federal laws, and will make a smooth transition from your old name to your new one, we’ve created a checklist of items for you to complete before driving your new company name.

• Submit your trademark registration to the USPTO

• Create a plan and timetable for phasing-in the new name

• Update bank accounts, checks, other financial paperwork

• File a name change with the city/cities and/or counties where you plan to drive your new company name

• Update the name with the Secretary of State’s office

• Register your company domain name

• Register spelling variants and alternative top-level domains (e.g. .net) as needed

• Have your old domain name and any new variants direct traffic to your new site

• Update email addresses to new domain; update email signatures

• Forward old email addresses to new ones

• Check with a tax attorney for any dependencies/issues in filing under your new name

• Determine the best way to announce the name internally – e.g., email from the president, employee gathering, outside party, etc.

• Plan ways to acclimate employees to the new name and rally support

• Create an “early” name announcement for valued partners and contacts

• Create a press release to announce the name to the media and the world

• Update business cards, letterhead, envelopes and other collateral

• Update brochures, pamphlets, other marketing materials

• Contact your closest customers and industry analysts and inform them of the name change (but only after you’ve made the announcement internally!)

• Create a letter to customers explaining how the change is relevant to them, including answers to likely customer questions (e.g., will service contract be affected?)

NAMING TIP

When evaluating names, trust your instincts and don’t ask for a lot of outside opinions (unless, of course, you’re a masochist).

Last week: Distilling Names

Next week: Operation in Foreign Countries

As a naming specialist, I confess that when I first heard the name Barack Hussein Obama, I thought that there was one person who didn’t have a hope in hell of becoming our next president. Instead, Barack Hussein Obama has proven that if you are a formidable candidate with a formidable campaign—and a powerful message—you can rise above a name that might have all the wrong associations initially. And you can even invest that “brand name” with a meaning of your own. And so a name that once evoked “foreignness” and “otherness” has come to stand for a quintessentially American vision: of individuals of every culture and stripe both owning—and transcending—their personal histories to come together in common cause.

I have a twin sister. Debbi. There she is in the photo! She loves clothes. So much so that she opened her own clothing store. Figuring she wouldn’t have much personal use for men’s suits and ties, she opened a high-end women’s boutique selling some of the most exclusive, sought after brands in fashion - mortgage your house kinda threads. I can’t afford anything in the place, but then again, I don’t look very good in baby doll dresses.

I remember a couple years ago when she first started to think of names for the store. Name development specialist that I am, I threw in some candidates. Got Caché? Arm and a Leg. Sky-high Fashion. Deb’s Duds, and others. Surprisingly, no winners. Instead, she was focused on the name “Suede”. I remember asking, well, are you gonna carry much suede in the store? If not, that name is probably misleading. And then my sister, my smarter half, proceeded to lesson me in the business of naming. Mark (she said) - the word evokes the kind of associations I want people to have with my store. It sounds rich, luxurious, and sophisticated. It’s just one syllable and I think most people know how to spell the word. And just saying it makes you want to try something on!

Okay, I get that. But (I countered), don’t you think because suede is a fabric that manufacturers use to make, um, clothing, that people could get the wrong idea about your, um, inventory? Wouldn’t another word with the same or similar associations, perhaps borrowed from another industry, make more sense? I mean, if you can avoid the possibility of confusion, don’t you want to?

Silence. Silence. Silence. And then she ended the conversation like she ends most of our sibling disagreements: with a “no”. Of course she continued the lesson though. Silly brother, she said in the most patronizing tone (and I’m older by 9 minutes – the nerve!). I don’t have aspirations of going national! I’d be happy with one, maybe two (okay, three) stores in Westchester County, New York. This is a relatively small community, and my store’s success will be driven by word-of-mouth and repeat customers. Sure, the name presents an initial hurdle (more like a detour sign, Deb), but I think over time my customers will forget what the name implies about my inventory and focus on all those wonderful, rich associations that suede evokes!

Of course I offered her a job at Catchword on the spot. Okay, I didn’t, but she was pretty convincing, and I was impressed that she had given the name so much thought. She’s been in business now for over two years and the store was voted best new women’s boutique in Westchester in 2007 (paaaa-lugggg).

So it would seem the name hasn’t “ruined the outfit”, but I’m inclined to think her success has more to do with her taste in clothing than her naming savvy. In my opinion, even if you don’t aspire to global retail dominance, it makes sense to lead with a name with as few faux pas' as possible. Suede does evoke wonderful associations, but it’s too suggestive of a specific type of clothing product (one which is scarcely found in the store). It’s misleading, and if the store’s focus or Deb’s aspirations for growth change (it may be helpful to know that my sister rearranges her living room on a near weekly basis) the name could pigeonhole her, or just become an unnecessary drag. I’m ecstatic for her success (no one deserves it more), and I think the name succeeds on numerous levels. I just wish it succeeded on all levels.

Word geek that I am, the movie title “Religulous” has caused me a great deal of consternation. Yes, that’s me you see, slowing down in my Miata in front of the movie marquee, silently mouthing the title, trying to accept and make sense of it.

Well, thank you folks at Daily Writing Tips, for this awesome clarification, and validation that I’m only slightly crazy:

Critics to the contrary, English spelling has rules and the portmanteau word “religulous”, a combination of religion+ridiculous, or religion+incredulous, breaks one of them.

The letter g represents two different sounds, “hard g” and “soft g.” The “hard” sound of the letter g is /g/ as in gun. The “soft” sound of the letter g is /j/ as in gin.

Here’s the rule: G has the “soft sound” when followed by the vowels e, i, or y. Examples: genuine, ginger, gypsy, and gyves (the little leather ties used on the legs of hunting birds).

Before you ask: the g in girl is not followed by the vowel i. It is followed by the vowel/consonant combination ir and retains the “hard” sound: /gurl/.

In spoken advertising, the movie is called /re-lij-u-lus/, but according to the rule, it would be /re-lig-u-lus/.

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #3: Name That Brand

Click through for the answer...

Answer #3: Apple Computer

The word "apple" combines with Clue #1 to make new words: pineapple, crabapple, candy apple; Apple's "core" business is computers, not fruit (Clue #2); John Chapman was better known as Johnny Appleseed (Clue #3); Steve Jobs was a founder of Apple (Clue #4); Pippin is a type of apple (Clue #5).

The story of how Apple got its name has become something of an urban legend. A survey of Web sources and branding books reveals many different versions of the process by which Steve Jobs and Steve Wozniak selected this powerful, simple, and evocative name. Some of the stories claim that Steve Jobs was a Beatles fan and wanted to allude to their record company, Apple Corps; that he had just ended a summer vacation picking apples at an orchard in Washington; that he was eating an apple when he and Steve Wozniak filed the incorporation papers; that he thought of the apple as the perfect fruit, and he wanted Apple to be the perfect company; and finally, that "apple" was just one of several names generated in a brainstorming session, and no one could come up with a better one by the 5pm deadline. Both Jobs and Wozniak have discussed this topic in interviews without settling on a decisive answer. Jobs managed to combine several of these elements into one story he told recently: "I was actually a fruitarian at that point in time. I ate only fruit... And we were about three months late in filing a fictitious business name so I threatened to call the company Apple Computer unless someone suggested a more interesting name by five o'clock that day. Hoping to stimulate creativity. And it stuck. And that's why we're called Apple." When contacted about the issue, an Apple PR representative said, "We actually don't have an official statement on this topic per se." Perhaps the real reason it was chosen was that as an arbitrary name, "Apple" really could mean anything to anyone.

I let my boyfriend use my Clinique moisturizer. I have never thought to buy him a bottle of his own and I'm not sure he'd like it if I did. As liberated as we may be from traditional gender roles, it's still difficult to sell American men on products they're used to seeing in a woman's cosmetic arsenal. (Especially products with frou-frou French names.) So how do you make what's in those bottles and tubes seem manly? Here are a few product naming strategies.

Make it no-nonsense.

Most guys don't want to feel like they're fussing with their appearance. So appeal to their practical side. Kiehl's dubs its skincare line "Facial Fuel." Jack Black's "Beard Lube" sends the message that male grooming is like keeping your car in good shape. And Zirh's skin line uses product names like "Clean," "Fix" and "Defend"-no-frills, active verbs that get straight to the point.

Try a little humor.

Bond with male customers with tongue-in-cheek product names that suggest you don't take this stuff too seriously. Origins' after-shave balm "Fire Fighter" (which "takes the burn out of shaving") evokes a strong and masculine American archetype, while the playful pun keeps it light. "Save the Males" moisturizer riffs on the famous bumper sticker slogan, making it a fun item for him to buy himself-and a memorable gift from her.

Amp up the testosterone.

Use aggressive imagery or sound symbolism. With its hard-hitting sound and brutish associations, "Axe" clearly telegraphs it's a man's line. The marketing is equally hard-line; as you wait for Axe's website to load, you're informed that "your mojo is loading." Other lines that play the macho card are "MoxieforMen," "Male Species," "Naturally Man" and "Blood & Guts." (Ok, the last one wasn't for real.)

Think sporty lifestyle.

Successful cologne brands like Canoe and Polo evoke a carefree, active lifestyle. "Skin Diver," the name of Origins' bar soap, is a nice double entendre. And then there's Tommy Bahama's Set Sail South Seas. Who cares if it's a bit of a fantasy? That's the point.

Appeal to the lower charkas.

There's nothing like the prospect of increased action to get a guy over the notion that grooming isn't manly. Juicy Couture's "Dirty English" eau de toilette promises a "passion-inducing mix" of scents (without being totally scandalous). Billy Jealousy's "Illicit" fragrance suggests a potion that will help men let their bad boy out, and Eclipse Spa is even more direct with their "Sexy Man" line.

Don't call it makeup.

Of all cosmetics for men, makeup is probably the toughest sell. Stars like Zac Efron may make waves by sporting "guyliner" and "mancake." But don't expect most straight American males-even metrosexual ones-to embrace the practice anytime soon. According to a 2005 GQ survey, "92 percent of men would not wear makeup even if it guaranteed them a more fulfilling sex life." Perhaps one day we'll be more like Europe and Asia, where makeup for men is far more acceptable, and fanciful or even romantic product names flourish. (Witness the popularity of the Gatsby makeup line in Japan, or North Korea's Man Holding Flower.)

In the meantime, if you want to sell makeup to men, make it sound like something else. Something...scientific, perhaps. The vaguely clinical term "enhancement" (as in "complexion enhancement") is a popular malespeak euphemism for makeup these days. For instance, Biotherm Homme positions its Power Bronze line as "instant skin enhancement." And 4VOO's "Confidence Corrector" promises a boost of self-esteem and camouflages the fact that it's more commonly known as...concealer.

In a bid to protest animal dissections in school, a 19-year-old Kentucky girl has legally changed her name to CutoutDissection.com.

So 1999.

I beg to differ with my esteemed colleague's blog post about the naming of Windows 7. In it, Burt said "if Landor can get paid to come up with "FedEx" out of Federal Express, someone certainly can get paid for "7" as a brand for the 7th version. Funny, Catchword never seems to get tapped for those easy jobs." Well, maybe we didn't create with the number "2", but we were certainly asked to provide guidance to LeapFrog on what to name the second generation of Leapster. We went through a whole series of alternative modifiers - including candidates like Live, Go, and Connected - before we all agreed that the best choice was to go with the simple number "2". This indicated that the new version was significantly different from the original Leapster, while maintaining the brand equity in the name (and not distracting from it with a word that might become a sub-brand, in the way that "Nano" and "Shuffle" are for the Apple iPod).

Look for more Catchword-named products from LeapFrog, coming to a store near you in 2009...

Here's another excerpt from our handy dandy naming manual - it's like a car manual, only about naming! We'll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and we’ll mail you a paper copy (it has a glossy cover!).

Step 5 - Distilling names

Your Name Exhaust System is responsible for expelling new name ideas that fail to meet all the criteria for a desirable new name. The System works by evaluating new name ideas for appropriateness and fit, ease of pronunciation and spelling, uniqueness, depth, identity design potential, and, if applicable, linguistic and cultural viability. If your exhaust system expels more than 90% of your names you should consider reactivating your Creative Fuel Injection System and developing more names.

NAMING TIP

Use style to convey substance. If you want to be seen as friendly and casual, don’t use a four-syllable Latin word. If you want to position yourselves as pioneers, try a tone or naming construction that’s unusual – better yet unheard of – in your industry. Do you think that ComputerPlanet would have made the splash that Apple did?

CAUTION/WARNING

Don’t decide by committee. Limit the number of stakeholders involved in name selection, and be willing to let the most marketing-savvy participants drive the decision. When you insist on total agreement from everyone, what usually

survives is the lowest common denominator. Sure, it doesn’t offend anybody – but will it actually engage people?

CAUTION/WARNING

Choose names that are relevant to your target audience, not just names that you like or that have meaning to you alone.

Step 6 - Screening names

You’re almost there! Now, you need to ensure that no one else has created the same brand name for their vehicle. To do so, activate your Theft Prevention System (TPS). It is extremely important that your TPS is operating properly. A malfunctioning TPS can cause an unexpected and even fatal name crash.

To activate your TPS:

Submit your preferred names to a qualified Intellectual Property attorney and have them perform a “preliminary screen” on all your preferred candidates. It’s important that you work with an Intellectual Property attorney (as opposed to a corporate, contract or other attorney), as trademark law is a specialized area of law requiring specific legal knowledge and experience with Intellectual Property.

Last week: Create Your New Name

Next week: Installing Names

Here at Catchword, we've often reminded clients that a great name will not be able to save a bad product (nor will a horrible name kill a great product). Our friends at Microsoft have helped prove this point with their recent news that they are abandoning the Vista brand in favor of Windows 7.

I wonder how much of an impact the (brilliant) Apple campaign had on this decision. If you haven't seen the latest Vista-basher, check this out:

The sad part for me is that I thought Vista was a great brand name. It did a great job of subtly tying back to the Windows masterbrand, it was short, international, and downright catchy. Too bad the product was glitchy, buggy, and downright useless.

I wonder if Microsoft hired a naming consultant to come up with 7. Wouldn't be the first time. I work with a guy who got paid big bucks by Tanqueray to come up with Ten. Of course, in Mark's defense, it's not like Ten was the next product after Nine – he had to think a bit more than that. Heck, if Landor can get paid to come up with "FedEx" out of Federal Express, someone certainly can get paid for "7" as a brand for the 7th version. Funny, Catchword never seems to get tapped for those easy jobs. Maybe we're just not charging enough.

To borrow an old gag from Mike Myers, be careful not to put the wrong emPHAsis on the wrong sylLAble.

When we founded Catchword 10 years ago, we struggled with what we would call our new company. After putting ourselves through the same rigorous naming process we now subject our clients to, we settled on a short list of finalists. One of those names still stands out in my memory: Namesake. It was ultimately rejected because all three of the founders kept jokingly pronouncing it "Nam-eh-SAH-kay" (instead of the desired "NAYM-saik"). It became a running gag.

A few years later, I chuckled when I saw the new name for Palm printed in The New York Times as "palmone". I couldn't help but think of it as "palm-OHN-ay" (the company has since changed back to the much more appropriate "Palm, Inc."). A short while later, I read about Experts Exchange, an online collaboration network, which launched using the domain "expertsexchange.com". It only takes a moment to misread their domain name as "expert sex change"! Ouch. How does one avoid these awkward and embarrassing mispronunciations or misinterpretations?

The secret lies in understanding the phonetic rules of English. The stress pattern changes with the number of syllables in the word. If the brain misinterprets the number of syllables, it will subsequently misinterpret the appropriate stress pattern. This is made worse when there is confusion about where one word begins and another ends, as in a domain name, when there are no spaces or intercap letters. And once you start reading a word the wrong way, it's almost impossible to go back to the right way. No one at Catchword can see "namesake" as "someone who has the same name" anymore. Rice wine, anyone?

Since this misinterpretation of stress patterns is unpredictable, the only way to avoid the rice wine branding company is to subject name candidates to a linguistic test. When conducting this test, it is imperative that respondents are not offered any cues for how to pronounce the name.  Remember: when your brand is printed in The New York Times, they don't include the logo or wordmark. Test the name in all caps, or all lower case (as it would be in a domain name), to gauge the importance of an intercap letter. And always test the name with an equal mix of native English speakers and non-native English speakers to see how accents affect pronunciation and perception.

Of course, and as usual, your friends at Catchword would be happy to help evaluate your brand name, or to come up with a new brand name that doesn’t suffer from this affliction.

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #2: Name That Brand

Click through for the answer...

Answer #2: Rolex

In 1905, Hans Wilsdorf founded a London firm to distribute his timepieces (Clue #2). In 1908, he named his creations Rolex, a coined term he chose because of its ease of pronunciation in many European languages and its comfortable fit on watch faces (Clue #4). In 1926, Rolex developed its first airtight, waterproof and dustproof timekeeper (Clue #5), aptly named the Oyster (Clue #3). In the years that followed, the Rolex Oyster would cross the English Channel on the wrist of Mercedes Gleitze and climb the heights of Mount Everest along with Sir John Hunt and his team of climbers. Oyster technology would be applied to all future generations of Rolex timepieces, including the DayDate, DateJust, Daytona, Explorer II, GMT-Master II, Sea-Dweller, Submariner, and Yacht-Master. Today, Rolex is one the world's most recognizable brand names, and its identity, a five-prong crown (Clue #1), is equally distinctive.

Recently, I promised to answer the question most asked by our clients: What does it mean for a trademark to be confusingly similar to another trademark? Well, I lied. The question that’s really most asked by our clients is, “It’s gonna cost me how much to name this thing?!”

But the likelihood-of-confusion question is interesting, too. In making that determination, the Patent & Trademark Office (PTO) employs the Polaroid Test (named after the famous case of Polaroid Corp v. Polarad Electronics Corp.), which looks at such factors as:

* Degree of similarity between the marks (visually, phonetically). Think Starbucks vs. Starbuxx. A difference in spelling is not enough to avoid confusion if the marks are phonetically identical.

* Marketplace proximity. Suave Shampoo and Suave Dating Service could happily co-exist, but Oscar Mayer Bacon and Oscar Fryer Bacon would be a problem.

* Likelihood that the prior owner will "bridge the gap" and enter the market of the subsequent owner (or vice-versa) — though this is not always easy to predict. Consider that Apple Computer is now being sued yet again by the Beatles’ label, Apple Records. I wonder if that has anything to do with the success of iTunes!

* Actual confusion between the marks. Have consumers already been misled? Proven confusion is of course a good indication of likelihood of confusion!

* Strength of the prior mark in question (the more distinctive the mark, the stronger it is). You’re safer using a mark that is similar to an existing weak mark than an existing strong mark. So, if you’re going to start an online bookstore, call it “Books, Books, and More Books,” rather than “L’Amazon.”

* Sophistication of the buyers. A really interesting criterion. Consider car buyers and potato-chip buyers. Because of the time and investment involved in buying a car, buyers are much more likely to make an educated, deliberate purchase, and less likely to be confused by similar brand names, than their chip-buying counterparts. Or so they say. If you’re anything like me, you’re pretty particular about your snacks.

Like most intellectual-property law, likelihood of confusion isn’t black and white. But, if you remember these criteria, you’re in much better shape than most. Good luck, and happy naming!