Taxonomia De Ariline

Taxonomy of Airline Names
Before Virgin came along, all the airlines had the same kind of name: either Functional names that were
descriptive of the region they fly over (Northwest, Southwest, American, etc.), or Experiential names that
tried to speak to a higher aspiration (United, Vanguard). Along came Virgin into an industry without any
strong, evocative brands, setting the bar higher thanprobably any other name in any industry. Now new
airline names have begun to enter the fray in the space created between Virgin and the rest of the pack.
Qantas is actually an acronym for "Queensland And Northern Territory Air Service." However, we're
classifying the name as Invented rather than Functional because most people do not know what Qantas
stands for, it is not written all in uppercase as most acronyms are, it is longer than most acronyms, and
indeed, it has been successfully branded as an entity in itself, not for what it may stand for, which in fact
is never even mentioned.

Taxonomy of Biotech and Pharmaceutical Names
The Biotech / Pharmaceutical industries are ripe for a great, high-level evocative name to surge to the
head of the pack. As you can see by thetaxonomy below, most companies in this space are clustered
together with either functional (Amgen, Biogen, Curagen) or Experiential (Incyte, Xcyte, Paradigm,
Aradigm) names that offer very little in the way of audience engagement.
The names that rise to the top of this chart do so because they are different, but most importantly
because they are different for a good reason. These companies areusing their names to distance
themselves from the negative baggage that exists in their industry in the same way that Merck and ADM
are spending hundreds of millions of dollars to assure the public that they are not cold and uncaring, that
they and other big pharma companies are working with nature rather than against it.
In our view, the standout so far in this sector is Radius, an Experientialname created by Igor to replace
the company's original and all-too-forgettable name, Nuvios.
For more, see our article Better Naming Through Chemistry.
Taxonomy of the Company Names of Naming Companies
Behold the companies in our very own industry, naming company names in the company of the names of
other naming company names.
Are we biased in our opinion? Absolutely. We believe strongly thatthe name a naming company names
itself is a clue to the kinds of company names they believe in. And if a naming company cannot manage
to give itself a distinctive, memorable name that sets itself apart from the slew of competitors you see
below, a company name that can evolve into a strong brand within the industry and come to represent
more than just the goods and services being offered, howcan they possibly convince others that what
they fail to do in their own company name they can somehow magically do for their clients?
So a call to arms is in order: Namers, name thyself well! Because you've got company.
*Tipping Sprung: Yes it does sound like a random invented paring in the Bearing Point mode, but it's
actually the names of the two founders, so it goes into the Functinalcategory, where it rates higher than
the rest for being a little more unique and memorable.
Levels of Engagement: These eight levels (y-axis levels from minus 2 to plus 5) represent the amount of
material (meaning, stories, associations, imagery, multiple layers) in a name the audience has to play
with and personalize – and how "engaged" they are by a name. Names in the minus 2 level are theleast
engaging, and likely to be quickly forgotten; the higher the number the better, with level 5 being the best.
Functional Names: The lowest common denominator of names, usually either named after a person,
purely descriptive of what the company or product does, or a pre- or suffixed reference to functionality.
(Infoseek, LookSmart)
Invented Names: "Invented" as in a made-up name (Acquient,...