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Mother's Day Special: Catchword's 10 Rules for Branding Your Baby
Date:5/7/2010

A through L?

3. Go for brand longevity.
Today’s phenom could be tomorrow’s punchline. Take the long view, and beware of names whose only virtue is a link to a celebrity or cultural trend. For instance, Chanel, Armani, Porsche and Camry—all popular baby names in early 2000—may lose their cachet over the next few decades. Just witness Toyota’s recent woes.

4. Consider your target audience.
A name like Ocean (Forest Whitaker’s child) may play well in a Beverly Hills school full of celebrities’ kids—and be the kiss of death in Akron, Ohio. And there’s the workplace milieu to consider too. If you want your child to be able to move freely in a variety of circles, Rocket (the name of Robert Rodriguez’s son) is probably over the top.

5. Limit the number of decision-makers.
Ask 10 people what they think of a name ahead of time and you’re likely to get 20 opinions. Relatives, friends, colleagues—everyone will have their own idiosyncratic take if you invite them into your process. So don’t. You’ll probably have a tough enough time just coming to agreement with your “co-producer.” And just as with commercial products, a name that may sound preposterous to “focus groups” in the abstract often will come to sound perfectly natural when paired with the item in question in real life.

6. Keep the master brand in mind.
In marketing parlance, your surname is the master brand; your little one’s name, the sub-brand. You want the two to pair well together. If your last name is long or hard to pronounce, a simple, short first name is a good idea. If your last name is short and prosaic, a longer, more evocative first name could provide balance. Also, make sure the two names aren’t tongue-twisters when pronounced sequentially. (For instance, Seth Shostak, the radio host’s name: not good.) And avoid cutesy pai
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