By: www.thenameinspector.com
Every
once in a while The Name Inspector likes to step back and look at the
big picture. This post illustrates ten name categories that account for
all the names in the TechCrunch company/product
index. Well, almost all of them. The name 1 800 Free
411
would have required its own category, and that would have made eleven
categories instead of the magic ten. So let’s just ignore that name for
now.
Though most of the TechCrunch names are “Web 2.0″ names, there’s
nothing particularly Web 2.0 about the categories. They all represent
linguistic naming strategies that can be used for companies or products
of any kind.
Of course, there are different ways to categorize names. You can use
phonetic properties like sonority or number of syllables. You can use
semantic criteria, such as whether they are metaphorical, metonymic, or
literally descriptive. The categories below are based on the
morphological structure of names: what kinds of meaningful pieces they
have and how the pieces fit together. They’re listed in descending
order of frequency. The number of names in each category is in
parentheses.
1. Real Words (34)
Names that are simply repurposed words. Such names can’t be
generically descriptive, because then they wouldn’t be protectible
trademarks, so they usually work through metaphor or metonymy (indirect
association).
Pros: These names are short and come ready-made with rich,
often multiple associations.
Cons: Expect to pay money–possibly a lot–to secure the URL.
Trademarking can be tricky too.
Adobe
Amazon
Apple
Dapper
Ether
Expo
Flock
Fox
Grouper
Indeed
Inform.com
Live.com
Multiply
Pandora
Pluck
Revver
Riffs
Shadows
Sphere
Wink
Yahoo!
Yelp
Misspelled words
These are simply words that have been misspelled to make them more
distinctive. This addresses the URL/trademark issue.
del.icio.us (delicious)
Digg (dig)
flickr (flicker)
Google (googol)
Goowy (gooey or GUI)
Snocap (snow cap)
SoonR (sooner)
Topix (topics)
Zooomr (zoomer)
Foreign words
Renkoo (Japanese renku, a type of poetry)
Rojo (Spanish ‘red’)
Vox (Latin ‘voice’)
2. Compounds (31)
Each of these names consists of two words put together, with the
first word receiving the main emphasis in pronunciation. (It doesn’t
matter if there’s a space between words). In most cases both words are
nouns. Names with verbs in the second position are
Bubbleshare, Google Talk,and possibly
Tailrank (share, talk, and rank can all be
nouns, but they’re verbs under the most natural interpretation). Names with
non-nouns in the first position are BlueDot,
SocialText, JotSpot, Measure
Map, and possibly Jumpcut, Rapleaf,
and SearchFox. Again, the first words here can all be
nouns, but they’re more naturally treated as two adjectives (blue and
social) and a bunch of verbs.
Compounds are a simple way to create new words and are very common
in English (and other Germanic languages), so it’s not surprising to
find them high on the list.
Pros: The practically limitless number of possible
combinations makes it easy to create a unique name. Interesting
meanings can be created through the combination of words.
Cons: There are no huge drawbacks, which is one reason that
compounds are popular, but they are longer than many other kinds of name.
Attention Trust
Bloglines
BlueDot
Bubbleshare
Facebook
FeedBurner
Filmloop
Firefox
Google Talk
JotSpot
Jumpcut
Measure Map
Netvibes
Newsgator
OPML Editor
Pageflakes
Photobucket
Powerset
Rapleaf
Salesforce
SearchFox
SocialText
Songbird
TagJag
Tagworld
Tailrank
TechMeme
Webshots
Wordpress
Video Egg
YouTube
3. Phrases (25)
These are names that follow normal rules for putting words together to make
phrases (other than compounds).
Pros: They sound linguistically natural and have clear
meanings because they follow regular rules.
Cons: Phrase names can be long, and they can also sound
awkward when used as nouns if they are not already noun phrases (e.g. Have
you tried iLike?)
37 Signals
Adaptive Path
AllofMP3
AllPeers
Amie Street (could be a compound, but __ Street is such a common
pattern)
CollectiveX
iLike
Last.fm
LinkedIn
MyBlogLog
MySpace
PayPerPost
Planet Web 2.0
rawsugar
SecondLife
SimplyHired
SixApart
StumbleUpon
TheVeniceProject (could be a compound, but the the makes it
phrase-like).
TopTenSources
Included in this category are names that consist of a company name
or prominent brand name followed by a generic noun. In these names, the
first word functions as a kind of modifier of the second.
AIM Pages
Google Reader
Google Video
Microsoft Expo
Yahoo Answers
Notice the Google Talk is not here–it’s on the compound
list. That’s because Google Talk is pronounced with the
emphasis on Google, which
means that the whole thing is treated as one word. As far as The Name
Inspector knows, all the names immediately above are pronounced with
some emphasis on each word, and the main emphasis on the second. Does
anyone disagree?
4. Blends (12)
Each of these names has two parts, at least one of which is a recognizable
portion of a word rather than a whole word.
Pros: When they work, blends can be short and elegant and
have all the advantages of compounds.
Cons: When they don’t work, blends can be awkward and/or
have obscure meanings.
Maxthon (max +
marathon)
Microsoft (microcomputer +
software)
Netscape (net +
landscape)
Newroo (new +
kangaroo)
PubSub (publish +
subscribe)
Rebtel (rebel +
telephone)
Rollyo (roll + your own, or
roll + your
own)
Sharpcast (sharp +
broadcast)
Skype (sky +
peer-to-peer)
Technorati (technology +
literati)
Wikipedia (wiki +
encyclopedia)
Zillow (zillions + pillow,
with overlap of -ill-)
5. Tweaked words (11)
Some names are just words that have been slightly changed in pronunciation
and spelling–usually with a letter replaced or added.
Pros: As long as people recognize the word, you get all its
rich meaning while still having a distinctive name.
Cons: People might not recognize the word, and some of
these names can be a little cheesy and gimmicky.
Attensa (attention)
CNet (might stand for computer
network, but who thinks of it that way?)
ebay
edgeio
eSnips
iPhone
iTunes
Wikia
Zoho (Soho)
Zune (tune)
Zvents (events)
6. Affixed words (10)
These are all novel forms consisting of a real word and a real prefix or
suffix. Notice how common the -ster suffix is.
Pros: These names can be distinctive and meaningful while
remaining relatively short.
Cons: Sometimes these names sound contrived. The
meanings added by affixes are limited in variety and usually abstract
(which means not very vivid).
Browster
CoComment
Dogster
Feedster
Findory
Friendster
Napster
Omnidrive
Performancing (performance isn’t a verb, so doesn’t normally take
-ing ending)
PostSecret (post can also be a noun or a verb, making this a
compound)
7. Made up or obscure origin (8)
These are short names that are either made up or whose origins are so
obscure that they might as well be made up.
Pros: Made-up names can be short, cute, and very
distinctive (and therefore easy to trademark).
Cons: Made-up names don’t provide much ready-made
meaning to work with (all the meaning has to come from sound
symbolism). Good ones are hard to think of, and when they’re short the
URLs are likely to be taken.
Bebo
Meebo
Odeo
Ookles
Plaxo
Qumana
Simpy
Zimbra (taken from a Talking Heads song based on a nonsense Dada poem)
8. Puns (8)
These names are words or phrases that have been modified slightly to
evoke an appropriate second meaning. They’re similar to blends, but
they involve a coincidental similarity between part of the main word
and the second evoked word.
Pros: Pun names can be fun and memorable.
Cons: Nothing sounds dumber than a bad pun.
Automattic (automatic, mat –> matt, the guy
who runs the company)
Consumating (consummating, consumm –>
consum(e))
Farecast (forecast, fore –> fare)
LicketyShip (lickety split, split –> ship, the
verb)
Memeorandum (memorandum, mem –> meme)
Meetro (metro, met –> meet)
Meevee (teevee/TV, tee –>
me(e), the pronoun)
Writely (rightly, right –> write)
9. People’s names (real or fictitious) (5)
Some names are either pitched or recognizable as people’s names. If
the audience for a name doesn’t see the connection, the name is just
like a made-up one.
Pros: These names are short and give personality to a
company (or product or service).
Cons: Aside from personality, these names don’t
provide meaning to work with. As with made-up names, good, short ones
might not be available as URLs.
Bix (e.g. Bix Beiderbeck)
Jajah (F. Jajah
Watamba seems to be their fictitious spokesperson)
Kiko (a name in Japanese and other languages)
Ning (a Chinese name)
Riya (the name of a founder’s daughter)
10. Initials and Acronyms (3)
These are names made up of the first letter of each word in a much
longer phrase name. Sometimes the letters are pronounced individually,
in which case we can just think of them as initials, and sometimes the
combination of letters is pronounced as a word, in which case it’s an
acronym.
Pros: These names provide short mnemonics for long,
descriptive phrases.
Cons: Zzzzzz. Also, sometimes initials are short when
written but long when spoken. For example, the initials www have nine
syllables when spoken, while the phrase world wide web has three.
AOL (America Online)
FIM (Fox Interactive Media)
Guba (Gigantic Usenet Binaries Archive)
The Name Inspector hopes that these name categories will be useful
to people struggling with their own naming problems. They might suggest
naming strategies or spur name ideas that wouldn’t otherwise come up.
Good luck in your naming endeavors!