This year, the name of the game is green. Literally. Every automaker is pushing the green revolution at the 2010 NY Autoshow. At every press conference we attended, we saw CEO’s and Chief Designers talking about their focus on Hybrid engines, electric cars, the future of charge stations, and all things eco-fantastic. It will be interesting to see just how much “green walking” automakers do after so much “green talking.”
The main goal for businesses to invest in the green revolution, besides making a whole lot of green, is for the trend to evolve into a positive global lifestyle change. In order for the green revolution to grow from trend to standard, the country needs to develop the infrastructure in which the movement can take root. That means it needs to grow into everyday life in every household across the globe. People need charging stations in their communities and the ability to effectively charge their vehicles at home. At The Naming Group, we believe in the revolution and do what we can to live as verdantly as possible, but lawd’ve mercy, we also notice a need for some SERIOUS RENAMING in the sector.
How much longer are companies going to try to wedge the word “green” or “eco” in a brand name? Here is a great example of the green name burn out, the tagline for Lexus’ new luxury sport hybrid vehicle: “The darker side of green” Uhh, what? Isn’t the darker side of green, just forest green? Are you implying that your green car is a bad ass in performance? Better yet, is your car the bastard stepchild looking to sabotage the family’s eco-friendly dinner?
The one name we felt really succeeded in this environmentally-conscious arena is the name for Ford and Microsoft’s new joint venture “Hohm.” Hohm is an online application designed to help future owners of Ford Electric Vehicles to not only charge their cars but also manage the home electricity use. “Hohm” is a perfectly coined word – bringing together “home” and “ohm” – a unit of electrical resistance. This revolutionary online application gets the Double Golden Award in our book – a product with a name as great as its attributes.
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Playing on the word "nomenclature", the name Nomenculture sums up our mission rather perfectly: To comment on the specialized profession of brand-naming and observe the way in which brand-names broadly affect culture. This blog is published by The Naming Group, a New York City-based brand-naming agency. www.thenaminggroup.com
Playing on the word "nomenclature", the name Nomenculture sums up our mission rather perfectly: To comment on the specialized profession of brand-naming and observe the way in which brand-names broadly affect culture. This blog is published by The Naming Group, a New York City-based brand-naming agency. www.thenaminggroup.com
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