"Mark, this is the name of your registered company - Wangxiang?"

There is a sense of déjà vu flying in the air with a lump of yellow and bright eyes, which really makes Roy extremely devastated, and the name is to this extent, basically not far from illiteracy.

Roy, Mark, and Debra sat in their hotel suites, seriously discussing the topic of the company's name.

Mark said innocently: "I think it's good, the company used to be called Netflix, and now it's called Netflix, which is one level higher than it." This is the ambition of transcendence. ”

Debra nodded inexplicably, looking very approving, I don't know if it was because of giving him face as a new leader.

"A good name is a sustained positive asset that the company benefits from every day, and a bad name is a sustained negative equity that you have to make up for every day from somewhere else," Roy emphasized. Do you know why 'American Eastern Airlines' went out of business? It's because the name is not good, everyone thinks it's a regional company, and Western passengers will subconsciously ignore it, so they stop eating. (Appendix 1)

Debra nodded in support in response.

Mark was puzzled, "Do you need such an exaggeration?"

"Entrepreneurial success is the result of a combination of a complex set of factors, and the name is a key part of it, and if you get it wrong, but you make a successful business, it only means that you are good enough to do it elsewhere. I don't want to go wrong and spend money in the later stage because of the name. Roy said.

Mark looked at Roy's determined tone and knew that there would be no result in any further argument, so he had to ask in agreement: "Then what name do you want to change?"

"Forget the company name, we need to come up with a good brand name now, and when we go out in the future, we can say our own brand name. This also saves a name change fee. ”

"Yes, it's just an extra trademark registration fee. Mark joked.

Roy glanced at the other party, as if there was no need for a registered trademark if there was a company name, he was really drunk, this Mark looked quite shrewd, and when he spoke, he was so rough.

"OK, then the first thing we're going to do is come up with a name. ”

At this time, Ulysses pushed the door in and laughed: "BOSS, I just found a good office building, let's go and see it tomorrow." ”

Roy smiled, "Sit down, we're discussing a name, maybe you'll have a good idea." ”

Ulysses said, "A name? Wow, that's what I do best." But why do we have a name?"

Debra explains, "Because Roy didn't think the company name sounded, he had to come up with another brand name. ”

Ulysses: "Company name?"

Debra: "The name of the company is: Wangxiang. ”

Ulysses pretended to be thoughtful, and then, as expected, showed his shiny white teeth and praised: "It's worthy of being a boss, that's right." ”

Mark said, "I know I don't have anything good to say to the fart." You two are here to discuss, Debra and I have other things to do, so I won't be with you.

"Debra let's go. ”

Debra hesitated slightly: "Aren't we going to figure out the name together?"

Mark said perfunctorily: "It's Roy's job, not ours. ”

"Oooh. Debra said goodbye to Roy and Ulysses and left with Mark.

Ulysses looked at her back and wondered, "Boss, Debra her?"

"She's working for our company now, but she's led by Mark. ”

"Mark, that bastard! actually...... I can do that too...... Be her leader. Ulysses unnaturally expressed his desire to be a leader.

Roy smiled and said nothing, everyone around him was useless, Mark was a moneymaker, Debra was too inefficient, and Ulysses was not focused on work at all...... As a business competition that requires teamwork, Roy is almost doomed to failure.

For example, now, there is no one to even discuss the brand name.

"Ulysses, do you want to bring a team?" Roy asked seriously.

"This ...... BOSS…… You know. Ulysses thought very much to himself, but he was worried that he would not be able to do it.

There is no general Liao in Shu to become a pioneer, what choice does Roy have. He pretended to be very optimistic about the other party's tone and said: "Go back and put your idea of leading the team into words, and I will assign you members when I recruit people in the near future." Before that, you must think about what kind of team you want to lead. ”

"Really?" Ulysses danced excitedly, "Thank you, boss." ”

"So now, let's start with a brand name. ”

Ulysses is full of energy, his brain is spinning, and he keeps making his own suggestions: "Otherwise, let's make a cool abbreviation, such as IBM, GE (General Electric), doesn't it sound very domineering." ”

“NO。 ”

Roy outright refused. The people who came up with the abbreviated names clearly got the cause and effect wrong, and these brands were successful not because they had abbreviated names, but because they were already famous before their abbreviated names became famous all over the world. It is precisely because of their success that consumers will abbreviate them for the convenience of expression, so that others can understand them.

If you look at the list of the world's top 500 companies, there are not a few companies with abbreviated names.

After listening to Roy's explanation, Ulysses asked, "What about ITT? ”

ITT is the abbreviation of the International Telephone and Telegraph Company, which was really engaged in telephone and telegraph business at the beginning, and then it was not profitable, so it transformed into a diversified consortium and entered the fields of electronic products, insurance, and hotels. Wouldn't it be strange if consumers knew that Apple was going to open hotels and sell insurance? But you can use abbreviations and that's fine, and most people don't really care what the full name of the abbreviation is.

Ulysses suddenly realized, and continued to rack his brain to think of the name: "Vision?"

"Not accurate enough. ”

"Television networks?"

"It's not easy to remember. ”

"Night monkeys?"

"It's not recognizable, and the brand values aren't good enough. ”

"Green bamboo?"

"There is no rhyme with the first or last letter. ”

"Excellent video?"

"Not personal enough. ”

……

"BOSS, I've collapsed, I really can't think of it. Ulysses thought for more than two hours, and said nearly a hundred, when he felt that his brain was groggy and had gathered into a pulp.

"Entrepreneurs don't have the power to collapse, they only have the obligation to solve problems. ”

“…… Actually, you just need to come up with a name, so why do you have to come up with a good name?"

"If your family named you Cyril (Appendix 2), would you think it didn't matter?" Roy continued, "The Bahamas now have a famous hotspot called Paradise Island, whereas when it used to be called Pig Island, it was completely unattended. ”

Ulysses wilted and slumped on the couch, feeling like his body was hollowed out - it was too difficult to come up with a name.

Roy also wrote and drew beside him, and from time to time he showed it to Ulysses for him to comment, and after a while, he was inspired and made a list of good names.

[PS] Appendix 1: China Eastern Airlines used to be the fourth largest airline in the United States, it actually flies all over the United States, and there are many international flights, but many consumers think it is a regional airline.

Northwest Airlines, which was the fifth-largest airline in the U.S. in its heyday, but also sounded like a regional airline, also went out of business.

In China, naming China Eastern Airlines will not have such a problem. "Oriental" has a special meaning in China (Dongfang Hong, Sun Rising, China...... It looks grand.

Appendix 2: The name "Cyril" in the film and television image of American dramas is sneaky and stupid, equivalent to the Chinese names Wang Xiaoyan, Zhao Xiaoxiao, a kind of roe head rat sense of déjà vu.

Let's reveal a little secret, Andy Lau's real name is Liu Furong, Leslie Cheung's real name is Zhang Rongfa, Feng Delun's original name is Feng Jincai, Zuo Xiaozu's original name is Wu Hongjian, and Zhang Weiwei's original name is Zhang Aijun...... This shows how important it is to change a good name.