Transmedia Marketing

CHAPTER 10What's in a Name?

The name or title is one of the most important marketing decisions you can make for your media or entertainment project. No surprise, because it creates the first and most lasting impression. That's why expectant parents agonize over a child's name. It can be the difference between being cool or being bullied. Naming consumer products—cars, paint colors, and food—is a multi-billion dollar business, rooted in social science, psychology, and marketing artistry.

William Shakespeare’s ". . . that which we call a rose/By any other name would smell as sweet" might apply if content and substance reigned, and if branding and perception didn't matter. But today, names matter, and matter supremely in entertainment.

For ...