Marketing Names
The right marketing name makes every channel work harder.
Famous Marketing Names That Nailed It
Real-world names that became iconic. Here's what makes them work.
A grammatically intentional campaign name that simultaneously positioned Apple against IBM and Microsoft while celebrating creative non-conformity — all in two words.
A campaign name that embedded the consumer directly into the product experience, driving record social sharing and creating a replicable global marketing template.
Two words that challenged an entire industry's definition of its core product benefit and launched one of the most-studied cause-marketing campaigns in advertising history.
Tips for Choosing Marketing Names
Campaign names should be action-oriented — they invite participation, not just awareness.
Brand names should be flexible enough to work across product extensions and new markets.
The best marketing names generate organic search behavior — people look them up out of curiosity.
Test names against your core message: the name should amplify, not contradict, what you're saying.
Avoid marketing names that require explanation — if you have to decode it, it's not working.
Frequently Asked Questions
A brand name identifies a company or product consistently over time. A marketing name may be a campaign, initiative, or product launch name that serves a specific purpose within a defined time period — though some campaign names outlive their original context.
Start with the core emotion or behavior you want to drive. Name the feeling or action, not the product feature. Campaign names that invite participation ('Share a Coke') outperform names that announce attributes.
Yes. Campaign names, taglines, and initiative names can all be registered as trademarks if they meet the distinctiveness criteria. Consult a trademark attorney before investing heavily in building a name.
Some campaigns run for decades ('Just Do It'); others are built for a single season. Define the intended lifespan before naming — it affects whether you invest in a timeless name or an intentionally dated, topical one.
Literal names reduce explanation costs but limit emotional resonance. Metaphorical names create richer associations but require more investment to establish meaning. The best choice depends on your budget and timeline for building brand equity.
How to Name a Marketing Campaign or Brand
Define the Core Emotion
Consider the Consumer's Voice
Test Memorability Under Distraction
Map Names to Channels
Build a Name Brief
Related Categories
Curious about what names mean? Explore Name Meanings →