I went to the barber's with my brother this morning. The shop's name was Morning Star. In India, people prefer to get hair-cutting or shaving done in the morning. Therefore the name Morning Star. Quite a name. Of course, outside the area nobody would know since this salon has no other branch in Ahmedabad or elsewhere. However, the moment I heard the name, my instant thought was that it would be a good place, rather the right place to go to.
Another instance. Again in Ahmedabad. I saw an advertisement at Polytechnic Crossroad. It was for a coaching institute called SWOT. Imagine what do they coach students for? Competitive entrance tests for Management Institutes. Quite a name. Simple, short, apt, rememberable. When I reached home that day, I checked its website to know a litte more about the institute. The website was pretty neat. Though I expected it be better in many respects.
The thing is a great name doesn't just capture attention or isn't just rememberable. It is almost like a great promise, for once you excite a person to check the brand out, the person expects to be treated in a way that's at par with the initial excitement. Otherwise, the disappointment is also at par with the excitement.
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