Social Networks With Risky Names
By Aaron Hall
Two of my favorite social networks both have somewhat risky brand names. Yelp is a great tool to share opinions on almost any consumer experience (restaurants, hair salons, car sharing services, etc.). Flickr is the hottest way to store, share, and print digital photos. The word “yelp” means a sharp high-pitched cry. “Flicker” is the uncomfortable fluttering of a monitor when it’s refresh rate is set too low, or even “someone who flicks things.”
There are positive connotations to the words too. Flickr evokes the idea of moving images, like in a reel-to-reel movie projector. Yelp conveys immediacy and an easy way to make your voice heard.
Despite the negative meanings of these two words, both companies took risks and launched wildly successful Web 2.0 brand names. Perhaps the negative connotations even proved helpful. A product name with a negative or edgy meaning can often make the name more memorable and distinctive, especially in the Web 2.0 world. When introduced in a positive context, these brand names appear fresh, hip, and outside-the-box.
May 19th, 2008 at 11:51 am
[...] LG overcame these obstacles by choosing an edgy name that’s memorable and has some relevance to the product. Rumors usually aren’t good things. They’re often created and spread with the intention to scandalize and hurt others. But, edgy names can be given a positive spin. (Take Flickr or Yelp for example.) With Rumor, LG is using rumor’s negative meaning to distinguish the phone amongst its competitors, a tactic that will help it stick in people’s minds (it worked on me!). Even Rumor’s website cleverly uses the rumor theme with flash animation characters asking you the viewer questions like “Have you heard about Rumor’s Qwerty keyboard?” [...]