How Names Go From Weird to Wonderful [Video]

Do you remember the first time you heard the word Swiffer? Skype? What about Tic Tac? They were new words, created by marketers to embody the brand of a new product or service. Now they have become familiar to most of us. So, how does this happen?

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Do you remember the first time you heard the word Swiffer? Skype? What about Tic Tac?

They probably sounded pretty weird, right? They were new words, created by marketers to embody the brand of a new product or service. And while they were once new, now they are familiar to most of us. Now, we say them every day, without stumbling over the letters or thinking, “What does this mean?”

Why does this happen? And how do you get past this uncomfortable stage and into the familiar when going through the brand name development process?

To understand it watch our short video on how social psychology and the familiarity effect plays into this.

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