Business Naming Fail
If you have to tell people how to say your name…
Then it's probably not a good name. I came across this item in a press release the other day: "Founded
in 2000, Xlear, Inc. (pronounced "clear") is recognized as one of the leading manufacturers of xylitol products…"
Hmmm. I would have never guessed at "clear". If you're like me, you probably said "Ex-Lear" in your head. And I likely won't recall the name either. When the only thing people ever talk about is how to pronounce their name--and not what the company does and what makes them different--that's a red flag.
The name becomes like spinach in their teeth, making everyone focus on that one thing to the detriment of the rest of the company.