How to Create a Million-Dollar Business Name and Brand

What’s in a business name and brand?

Your future.

You have about 10 seconds to get people’s favorable attention. If your business name or brand is unpronounceable, nonsensical, or boring . . .people will move on and you will have lost potential clients and sales.

Your goal is to produce a business name and brand that POP! – that are Purposeful,, Original, and Pithy – so people are instantly intrigrued.

A compelling business name and brand can catapult your company’s appeal, marketshare and revenue.

For example, two farmers in Virginia were looking for a health-conscious, low-fat alternative to traditional beef. They cross-bred a cow and a yak to produce what they laughingly call a “Frankensteer.”

What to call these cattle-yak hybrids? Use one of Sam Horn’s POP! Techniques called Alphabetizing to create a hybrid name. Take the word “cattle” and talk it through the Alphabet, changing the sound of the first syllable to match the related letter. Eventually, you come up with YATTLE.

Big deal, you say. You bet it’s a big deal. Washington Post ran a two page article on August 11 about this new species – and now millions of people know about Yattle because these enterprising entrepreneurs used a little brainpower to come up with an attention-grabbing name that helped their pet project get noticed on a national level.

Want to corner a niche? Create a niche. And the best way to create a niche is to coin a new word. When you create a new word for your business name and brand, you have no competition because you are now one-of-a-kind. That’s what generates media attention. That’s what help yor product POP! off the shelf. That’s what motivates people to check out your website. That’s what compels people to remember your business name and brand.

Want a few other examples? What would you call a musical based on Dr. Seuss’s work? Seussical.

What do call a new form of “portable” yogurt that’s designed for busy, on-the-go parents and kids? Gogurt.

What would you name a sight-seeing business in Alaska that takes tourists up in float planes? Flight-seeing.

The good news? You don’t have to have a million dollar budget to come up with a million-dollar business name and brand — you just need a little brainpower and Sam Horn’s POP! Process.

The Alphabetizing technique is just one of 25 POP! Techniques Sam Horn has created to help entrepreneurs and organizations create a business name and brand that help them stand out from the crowd. For more information about Sam Horn’s POP! Process and Brand Camps, visit

  1. Gogurt! Brilliant.

  2. I just attended Sam’s POP! Process and Brand Camp and couldn’t pull myself away . . . so I literally stayed on and completed her POP! Certification Program. Sam’s unique POP! process is as close to fool-proof as it gets. So I gotta run – too busy to blog as my own “Extreme Brand Makeover” is underway.

  3. This year’s POP! Hall of Fame produced some new versions of Alphabetized names that got their organizations and products noticed.

    Stand outs were:

    * Jeggings (half jeans – half leggins)

    * Sheconomy (let’s hear it for the power of the purse)

    * Random Hacks of Kindness (tech types gather to use their computer skills for good)

    * And of course, Freakonomics continues to show legs as the bestselling book became an international movie.

  4. Want more ways to win buy-in to your products and programs?

    You might want to check out my Win Buy-In e-book which introduces innovative ways to capture interest in your offerings . . . in 60 seconds or less.

    One of these techniques helped a client win millions of dollars for her invention and be selected by as one of the top social entrepreneurs of 2010.

    Check out Kathleen’s story and the opening we created to intrigue her decision-makers in my interview on the homepage of my website –

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