“Globalization-Spurred Proliferation of English Names Dilutes with Some Targets”, Nina Terai (name)

Influenza: The name has been part of the brands life for 40 years. Although it is not the same, it has made a name for itself! Isn’t being a 30-year-old president very challenging?

Nina Deroy: It is indeed very challenging! Marcel was a pioneer in the trade and made Noman mandatory in the market. His faith in me and the support the teams have shown in recent months have truly touched me and fueled my desire to continue to grow this great company.

IN : What does Noman encompass today? What are the new functions?

NA: In 2023, Name Has three offices (Paris, Milan, Dusseldorf). We combine all the expertise needed to create successful brand names: strategy, creative, legal, linguistic, digital and security validations.

The Agency wishes to reaffirm its position as the European Nomenclature Ambassador. Concretely, development is needed in countries like these United Kingdomthere Belgium. We already have solid platforms for local reporters, but we want to go further. On the digital side, we will continue to develop exclusive tools to provide our clients with fully customized names for their period. Also, we have recently received the first certificate Ecovadis And we want to further accelerate the group’s environmental and social transformation.

IN : Marcel Botton will always be there. Does this mean that a brand’s name is (exactly) important to ensure its sustainability?

NA: Yes, Marcel Botton is a big name in communications, a name inseparable from a brand Name He created that. His presence, his experience, his knowledge, his pioneering spirit are invaluable and it is an opportunity for the agency to continue to benefit from his advice.

IN : Times have changed. Name is Vinci, Vivendi, Saffron, Manomano, Enetis, Areva, Pol Employ, Arcelor… What trends do you understand regarding brand names today?

NA: Today’s brand names are actually different from those created 40 years ago, with surnames, descriptive phrases, acronyms and alphanumeric systems more common, and fancy names rarer. In troubled times, simple promises. I believe it’s less of a trend than a fundamental movement, but we see a desire to express brand sentiment immediately. This is quite ironic, and the congestion of legal registers in France and around the world is increasing.

IN : How does this change your work? How does a name search evolve?

NA: For us, this legal complexity, which adds necessary visibility to the Internet (domain name availability, mentionability, etc.) is fascinating and stimulating. But above all, the meaning of our work lies in supporting the choice of a name, in the search for a common ground between different decision-makers.

It is quite possible to compromise simplicity and immediacy of inspiration in an invented name, Velip being a good example.

IN : Observing the volume of names created for products, brands, signs, one gets the impression that there are not enough words and that they have to be invented by adding sounds, consonants, double sounds … What is it really?

NA: It is always possible to adopt and establish an existing term as a brand Refectory (formerly DejBox), we made the obvious choice to hire this food marketplace for companies. In a completely different field, at the time of creation Renault Captor, a desire to appeal to the public with a scratchy name that guided creation. From my point of view, searching for an existing name doesn’t matter. In an invented name, it is quite possible to compromise simplicity and immediacy in a portmanteau word. velip’ A good example.

25 years ago, Marcel Botton With already designed Roland Moreno A computer program capable of generating names and similar to AIs based on the analysis of a corpus.

IN : You use generative AI to work on name research. Is it the holy grail?

AI is a great tool, but so are others. 25 years ago, Marcel Botton With already designed Roland Moreno A computer program capable of generating names and similar to AIs based on the analysis of a corpus. We consider these technologies to be good companions on a day-to-day basis, but they will never replace the sensitive, intuitive, flesh-and-blood human, ability to take a creative side step. Finally, to isolate, create real, just emotion.

IN : Remembering these new names is complicated. A Slip Francaise, a Carrefour, an Intermarche, a Compoir des Cottonières speaks louder than a Nhood, a swipe bag or a MNSTR… Then all this language is born with networks and pollutes identities more…

NA: I believe that a good name conveys meaning, whether direct or accessible on second reading. Take you for example MNSTR. I think it’s an interesting name. This sequence of initially ambiguous consonants takes on its full meaning as the brand reveals itself, along with all the visual and editorial elements that make it up.

Of the brands you mention, I notice that Swipe again Putting two existing words together… but two English words! whenIntermarche A work inspired by French words. This is very interesting because today the desire for internationalization encourages companies to adopt English names. Their proliferation has a diluting effect with some targets.

Our era of globalization will not lead to the impoverishment of France.

IN : At one time we talked a lot about the importance of the preservation of the French language, advertising and marketing in general, and then about the poverty of the French language. Do you think we are in this era of globalization?

NA: Of course, for decades, we have entered an era of globalization, but this does not lead to the impoverishment of the French nation. Languages ​​evolve and interact with each other: Half of the English language comes from French. group Name Works daily to promote European languages, sometimes working with brands like Vivendi Reviving Latin in our daily lives!

In a constantly changing world, creating a consistent brand name is definitely our goal.

IN : Do you also feel the wind of this revolution, which the actors are all aware of, facing, or for some, this momentum? How to create or find a sustainable name today, is this the goal?

NA: Yes, in a constantly changing world, creating a consistent brand name is definitely our goal. A good name can accompany the evolution of a company, the diversification of its activities and its geographical expansion. It is a point of reference, a sign of recognition, which is durable and open to the future.

A trademark is the only sign of intellectual property that is not limited by time.

IN : And finally how long should a brand keep its original name… is it short lived today?

NA: Unnecessary. Also, a trademark is the only sign of intellectual property that is not limited by time. It is a company property and name changes are always carefully considered. We sometimes notice the urge within companies to change their name following a new business plan or restructuring. We support our clients to properly assess the opportunities but also the consequences of such an orientation. For us, duration contributes to a brand’s reputation and appeal.