Key takeaways:

• 79% of consumers say a creative brand name makes them feel a company is more innovative.
• 67% of 18 – 25s correlate creative names with innovation.

Objective: Emphasizing innovation in your brand positioning can be an important tactic for connecting with customers and differentiating from your competitors. These impressions begin with name: we wanted to find out whether a creative name makes customers feel your brand is more innovative.

Question: Does a creative business name make you feel the company is more innovative?

• Yes, very.
• Yes, somewhat.
• Neutral.
• No, not really.
• No, not at all.

Audience: A general panel of American consumers aged 18 – 64.

Overall Results

• 79% of consumers say a creative brand name makes them feel a company is more innovative.
• Just 67% of 18 – 25s correlate creative names with innovation.

Does a creative business name make you feel the company is more innovative?

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Gender Breakdown

• Men correlate creative names to innovation more strongly than women
• 86% of men vs 72% of women agree creative names make them feel a company is more innovative.

Men

Does a creative business name make you feel the company is more innovative?

Women

Does a creative business name make you feel the company is more innovative?

Age Breakdown

• Younger consumers are least swayed by creative names when it comes to innovative brand positioning.

16 – 25

Does a creative business name make you feel the company is more innovative?

25 – 34

Does a creative business name make you feel the company is more innovative?

35 – 44

Does a creative business name make you feel the company is more innovative?

45 – 54

Does a creative business name make you feel the company is more innovative?

55 – 64

Does a creative business name make you feel the company is more innovative?

Conclusion

For all demographics, a creative business name correlates strongly to perceptions of innovation. Younger consumers are the least persuaded — just 20% agreed “yes, definitely”, the lowest of any age group. Creative names are strong for several reasons — memorability and domain availability are just two — but brands should look to emphasize their brand tone and positioning in their name as much as possible.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Grant Polachek

Grant Polachek is Chief Growth Officer at Atom.com. With 15 years experience in marketing, he has run market research projects for brands like Dell, Hilton, and Alibaba. Grant has expertise in a range of topics including domain names, naming and digital marketing.

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