Oy Vayton

This is a continuing series of  postings that will spotlight other naming firms.  We think our clients should have a choice, and clearly Eat My Words is not the only naming firm in business.

Next up is Vayton, "Offering solutions to the complexities of name creation and brand management in a global environment."

On September 1, 2008, Vayton issued a press release which begins:

"VAYTON Brand Capital is the first company to offer businesses a one-stop portfolio of branding services supported by an international team of multilingual, multicultural experts."

Huh?!  We're pretty sure that's not true. 

The boys at Vayton seem to have a "we're first" obsession because they also say......

"We are the first name creation company to offer a comprehensive database of ready to use names - NameStock. All our created names are tested, registered as a .com and indexed in Google so you can launch your new company, product or service within a week.

Here are some of those names:

• Pharma: dermosis.com
• Energy: icegy.com
• Energy: oilos.com
• IT: pixalan.com
• Corporate: vakora.com
• Luxury: vanosky.com
• Satellite: navomap.com
• Industry: tonsto.com
• Finance: incomy.com

We're not making this up.  Take another look at the above "NameStock" ready to use names and reconcile it with this description of what they themselves say is (one of four) common naming mistakes that should be AVOIDED (yes, they say it in all caps).

Common Mistake #2: Obscure or Complex.

"Go for what is natural and intuitive. Protracted verbal descriptions have a wind drag effect. The prospect is likely to become impatient if forced to analyze an obscure or complex brand image or tag line. Also, a common mistake is the “train wreck” method of naming. Taking part of an adjective and welding it to a noun is like a head-on collision, jarring to the senses."

What is even remotely natural or intuitive about vayton, pixalan, vakora, vanosky, navomap, tonsto or incomy, and what are the chances that they would not require a protracted verbal (or written for that matter) description? 

We think a protracted apology would be in order if they sell anyone these names.

We are always amused by our competitors when they get all pompous and mysterious  about naming and start making up crap about their proprietary processes. 

Here is the deal.....  Everybody does it the same way, but some just do it better.

That said, Vayton breathlessly shares that:

"Our company stands out from its name creation competitors with our three innovative services and proprietary technologies for on-demand, customized name creation":

Creabrand brainstorming and software assisted name creation process *
DNSeeker domain name and trademark availability testing platform **
NameTaster team in 30 countries to validate locally your name

* Two things.  One, this name sounds like one of those names created by a software program that spews out word fragment mashups.  Two, the name of this "innovative service" ironically breaks their own stated "rule" ( "Also, a common mistake is the “train wreck” method of naming. Taking part of an adjective and welding it to a noun is like a head-on collision, jarring to the senses.")

** Otherwise known as a database.

So if you want a naming company that is the "first" with names like vayton, pixalan, vakora, vanosky, navomap, tonsto,  incomy, creabrand, dnaseeker or nametaster you may want to ask yourself why.

 On the other hand, if you want a first class name that is free-wheeling and unique like Neato home cleaning robot, Spoon Me frozen yogurt, Cake Financial, Frigid ice cream, BackBeat  headphones, or Expressionist speakers, give us a call.