There was an article today in the Asheville Citizen Times about the District Wine Bar having to change its name because someone had trademarked District 42 for another local establishment. The rough cost was about $50k not including all the business fallout over Google search rankings and web crumbs like reviews and listings.
The new brand name for the restaurant is Bottle Riot. A more fun name and certainly one pregnant with more meaning. (District is shorthand for the River Arts District, the wine bar’s neighborhood.)
Naming is such an important undertaking. It’s the de facto brand. Sans promotions and signage, it’s how people refer to you. When you go through life with the last name Poppe and people call you Pope, Pope-ee or even Poe-pay, you’ll get what I mean. Have you ever had to tell a friend to meet you at Asheville bar Cursus Keme? ‘xactly.
Naming is best when done using a brand brief or strategy. I never work on a naming or logo project without a brief. When the District Wine bar had to go back to the drawing board, if they had a brief development time would have been cut in half. It also would provide time saving for the art director charged with designing the new logo.
Brands, names, logos and everything else marketing are easier with a brand strategy.
For a sample brand strategy write Steve@whatstheidea.com.