Jackson: Master brands should use descriptive names for new sub-products
Arielle Jackson · The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital) · Aug 18, 2022 · at 27:31
Arielle Jackson discusses brand architecture and product naming strategy on Lenny's Podcast.
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“The only difference is if you have a lot of equity in your company name, like I'll, Square is a good example. Like Square had a lot of equity. Google is a perfect example. A lot of equity in the company name. You often don't want to name your products something really creative and different because you actually want the equity in the master brand to come through.”
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Jackson: Great company names are evocative rather than descriptive
“And I personally tend to like those kinds of names that are suggestive or evocative, where when I tell you what the company does, you're like, oh, that makes sense. But it's not that what the name is tells you exactly what the company does.”