The name (title) matters

The Globe and Mail: MUSCLE MARKETING: "the average supermarket carries about 45,000 separate products, up from 12,000 to 15,000 only a decade ago. And a recent study by Boston communications company Schneider and Associates found that consumers are increasingly unable to recall any of the new items by name. No wonder Adidas's cologne is called Adrenaline; today's products have to get in the game -- or at least yell from the sidelines -- for us to take any notice.
'The reason all these names are jumping out at you is that they're verbs,' explains Sutherland, who is based in Toronto. 'Eighty per cent of the words in the English language are nouns, so when we see verbs, we tend to notice them.'
His co-author, the New Jersey-based Rivkin, describes such action words as essential in marketing. 'The motivation in general is to inject a sense of urgency,' he says. 'A product with an imperative conveys this idea to the consumer that something is happening that they don't want to miss out on.'
The current crown prince of naming is David Placek, president of the California-based Lexicon Branding, which gave good name to, among others, Dasani, Swiffer and BlackBerry. 'A good name gets your attention,' it says on the company's website. 'A great name changes your thinking. Like a well-written poem, a great brand name has a purpose; it provokes, inspires, uplifts.'"