It seems that a good 90 percent of games are based on something that is descriptive of the products and services, called for the founders, or something that’s a synonym found in a thesaurus. When you make a tactical decision to choose a descriptive name, you are then asking the name do only 1 thing for you and that one thing is to connect the business that you are in. The problem with that manifold is. One, it puts you in with the other 90 percent of individuals in your business who are attempting the same strategy and it creates it very hard for people to distinguish or remember you.
Also, I would argue that the descriptive naming strategy hardly ever even succeeds at the one job you are asking it to do. It stillbears further description, even something like General Motors. A motor is an electrical device, it’s not even an engine. Maybe it’s a lot of things. And thirdly, I’d argue that the descriptive naming strategy is totally unnecessary because it’s predicated on an assumption that somehow people will experience your name without explanatory context, without support. And that is clearly a world that doesn’t exist.
A corporation’s tendency would be to opt for a name like TransAtlantic Air rather than Virgin because in their thoughts TransAtlantic Air appears like a serious player in the airline business. They are appealing to what folks have heard before already, which is actually part of the problem because if you’ve noticed it 1,000 times, what’s the likelihood of remembering it or thinking that it’s different. When you select a name like Virgin or Igor or Apple, you don’t have to explain that there is something different happening here. You are demonstrating it.
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