Networking is diversified because it breaks the scarcity, while attention is scarce because of the diversity of products.

In the era of information explosion, consumers' attention has been divided infinitely, and recognition has become the primary factor in naming Internet companies. On the mobile phone screen that is quickly crossed, the name that makes people remember at a glance is expected to be noticed.

Someone summarized three ways to name Internet companies: Crazy Animal City, Delicious Botanical Garden and Folding Word Paradise. It is said that as long as you master these moves, you can trust the horse to stand alone in the world. However, is that really the case?

1. Daoist natural animals/plants

When Brother Ma proposed to find a spiritual animal for QQ as the logo, everyone finally voted to choose penguin, which opened the era of thriving animal breeding in the Internet.

From Penguin to Tmall, Tdog, and then to the comprehensive occupation of some vertical industries, the power of animals continues to upgrade. For example, among the top ten tourism websites, there are 8 trademarks or names containing animals, which can almost be said to be "no animals, no tourism".

Named after animals, it is more grounded and easier to remember. For example, there are three brand names that you don't know at all. One is called Furiface, the other is called Lipstad, and the other is called Farp Pig. Which one do you remember after watching it for three seconds?

The same principle has also been extended to natural plants. The name of "Xiaomi" comes from the abbreviation MI, originally Mobile Internet, but later it was remembered as a grain and became another mainstream trend of Internet naming.

The animal and plant naming method is simple and easy to remember, and has its own sense of net. It is a very practical naming method. However, there are several major problems in the specific application:

Problem 1: Insufficient words

The premise of good communication is that people are familiar with the limited number of animals and plants that people are familiar with in the world. Compared with the early days, the choice of entrepreneurs today is greatly limited: the animals and plants with cute images and good meanings are almost occupied, and the remaining options are often inexplicable.

In the face of this embarrassment, it is better not to use the suggestion of a good name than to abuse it. If you don't believe me, you can check the operating conditions of the above companies. Never drive yourself to despair for dogma.

Question 2: "I" disappeared

It is also a short video platform. Who can see the difference between pear video and watermelon video from the name? Is watermelon video sweeter, or pear video cooler and smoother? Did you buy a second-hand car with melon seeds while you were eating them, or was the texture of the car as crisp as the melon seeds?

The primary task of brand names is to convey the personality of the company's products. The ideal naming should be the interpretation of product functions, audience concerns or company values. The choice of animal and plant nomenclature is easy to convey the feeling of liveliness and intimacy, but the deeper product value is difficult to reflect.

Excellent naming should match the intrinsic properties of the product with the characteristics of animals and plants, and ingeniously recreate. For example, the flying pig I admire very much, a little pig with wings flying in the sky leaped out, and the pig could fly. Why don't I enjoy the leave at will holiday?

There are also seven wolves, a men's clothing brand in the 1990s. When hearing the name in advertisements, the image of seven male wolves howling in the wilderness will appear in my mind, and then I will feel a desolate and heroic atmosphere. And this kind of temperament is what men of that age were eager for.

2. Return to the original self and learn to speak

Another major trend of Internet naming is the use of reduplicated words, which also has to be attributed to Brother Ma. Reduplicated words have the characteristics of loud pronunciation and good memory, and have created a large number of Internet products, such as QQ, Momo, Tan Tan, Nai Nai, Didi, Pinduoduo, etc.

The naming of reduplicated words is most concentrated in social products, which is probably to imitate the habits of lovers' dialogue, such as eating, sleeping, lifting, and playing Doudou... The IQ of people in love goes back to under three years old, and this language habit of using reduplicated words comes from the memory of babbling babies.

Similarly, reduplicated words used for naming children's products are also a good choice in line with audience preferences. More than ten years before the emergence of Internet products, children's brands such as Wahaha, Back to Back, and Wangwang have been successful with the help of reduplication, paving the way for such naming methods.

When using reduplicated words, there are also two major problems:

Problem 1: Insufficient words

Chinese reduplicated words are used in a specific way. Not every business has a corresponding reduplicated word. In addition, most of the reduplicated words of two words are occupied by other products and cannot be reused.

To solve this problem, we can use the combination of business words and reduplicated words to name, which can not only create more word combinations, but also better convey the product attributes.

For example, Pinduoduo, "Pinduo" describes the business characteristics of Pinduo shopping, and "Duoduo" expresses the variety of products, creating a lively atmosphere of civilians. Similarly, there are "Zhiguagua", "Qicha", "Fanmeimei", etc.

Question 2: "I" disappeared

The first stranger social product, "Momo", uses the stranger's "Mo", and uses reduplicated words to make it catchy and impressive. Later, many products adopted the same strategy, embracing, seeing, making appointments... but they could not achieve the same effect. Why?

That is because the follow-up products follow blindly and do not express the product characteristics in the name, which seems to have no personality.

It is very important to incorporate the core value of the product into the name. It is also a social product with overlapping parts of speech. "Pulse" focuses on the establishment of workplace contacts, and uses the word "pulse" of contacts; "Nailing" simulates the dynamics of nailing notes on the whiteboard when making decisions at a meeting, and emphasizes team communication and collaboration with the word "nailing", which is a good example.

3. From the main road to the simple knife

QQ uses penguins, Ali uses Tmall, and Xiaomi uses plants, which were all symbols of the Internet's bold innovation at that time. They would never have expected that after the liberation of the mind for a few years, it became a new dogma, and worship of nature and "miao miao" became a common practice.

A good name means that the naming of Internet products is no better than sticking to the old or new rules. A good name is one that can tell who you are and has sufficient communication efficiency. Generally speaking, colloquialism is better than classical Chinese, and the common image is better than the cold image, because the users are too lazy to think carefully.

Our enterprise service products "get a good name", which adopts the method of simply talking about function points. In the field of enterprise services, solving problems for users is the first priority. Is brand name difficult to register and spread? Then we will give you a good name. Users will understand it when they hear it. The purpose of this name is to reach the pain point quickly, accurately and ruthlessly.

Don't underestimate this naming method in plain English: look at "Today's Headlines" in the morning, "Call a Duck" at lunch, think about "what's worth buying" in the afternoon, reward yourself with "going to the kitchen" in the evening, and ponder over "where to go" during the holiday. This has become a daily routine for white-collar workers - it must be a good name if you can immerse yourself in life so naturally.