Eben Pagan reveals why naming is the ultimate leverage point in business, teaching specific techniques for creating memorable product and concept names. He breaks down the psychology of memorable naming using examples from his multi-million dollar businesses like 'Double Your Dating' and major brands like Coca-Cola.
Naming Concepts Products
How to Create Powerful Product Names -- A systematic approach to naming products and concepts that become impossible to forget
Why Rhythm Makes Names Stick in the Brain Longer
Rhythm makes names much more sticky in the mind by keeping them bouncing around in the phonological loop longer, which helps them move from electrical memory to chemical memory to becoming hardwired
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Naming Products Around the Benefit They Deliver
Names should promise results, benefits, and solutions. Use everything you've learned about marketing to create names that clearly communicate what benefit the customer will get from your product or service.
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What Makes a Virtual Business Different from Traditional Business
Avoid cute names and funny names because spending money is serious business and most people don't want to laugh when they're doing it
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Alliteration, Rhyme, Rhythm — The Formula for Powerful Names
Include alliteration, rhyme, rhythm, and powerful associations to make names more powerful after establishing the benefit
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How Long to Spend Developing a Powerful Product Name
Spend anywhere from a couple hours to several weeks or even months working on names as a project, keeping files and writing down words for associations
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How to Create Powerful Product Names -- A systematic approach to naming products and concepts that become impossible to forget
How Rhythm Moves Names From Electrical to Chemical Memory
Rhythm makes names stick in the mind longer by keeping them bouncing around in your phonological loop. This helps names move from electrical memory to chemical memory to becoming hardwired, similar to how songs get stuck in your head.
Why Funny and Cute Product Names Usually Fail
No, avoid cute and funny names. Spending money is serious business and most people don't want to laugh when they're making purchasing decisions. These names are usually not memorable and don't create emotional connection.
Treating Product Naming as a Multi-Week Creative Project
Spend anywhere from a couple hours to several weeks or even months working on names. Make it a project and work on names as far in advance as possible, keeping files and notes to develop powerful associations over time.
The Science Behind Coca-Cola's Unforgettable Name
Coca-Cola combines alliteration (c-c), rhyme (coca-cola), rhythm, and a powerful unconscious association. The name originally referenced cocaine cola and still carries the unconscious association of energy and speed.
Creating Names That Are Impossible to Forget
Focus on creating names that are impossible to forget rather than just nice or easy to remember. Use sound patterns like alliteration, rhyme, and rhythm, and make sure the name promises a specific benefit or result.
Naming Products Around the Benefit They Deliver
Names should promise results, benefits, and solutions. Use everything you've learned about marketing to create names that clearly communicate what benefit the customer will get from your product or service.
Why Rhythm Makes Names Stick in the Brain Longer
Rhythm makes names much more sticky in the mind by keeping them bouncing around in the phonological loop longer, which helps them move from electrical memory to chemical memory to becoming hardwired
Why Coca-Cola's Name Is Linguistically Brilliant
Coca-Cola is a timeless brand and one of the most valuable brands in the world partly because it has alliteration, rhyme, rhythm, and a powerful unconscious association to speed and energy
Naming as the Ultimate Leverage Point in Business
Naming is the ultimate leverage point in business - nowhere do you get more bang for your buck than choosing the right name for your concepts, products, and business
Double Your Dating — A Brand Name Built for Memory
Double Your Dating uses anapestic meter, alliteration with all d's, and when combined with the pen name David D'Angelo creates an impossible to forget brand system
Name It Impossible to Forget Not Just Easy to Remember
Create names that are impossible to forget, not just nice or easy to remember - focus on the sound primarily since the mind remembers names by sound, not by sight
Wake Up Productive — How the Name Delivers the Promise
Wake Up Productive promises that after going through the 90-day program doing 30 minutes per week, you'll be twice as productive and literally wake up productive
How Long to Spend Developing a Powerful Product Name
Spend anywhere from a couple hours to several weeks or even months working on names as a project, keeping files and writing down words for associations
What Makes a Virtual Business Different from Traditional Business
Avoid cute names and funny names because spending money is serious business and most people don't want to laugh when they're doing it
Names That Promise Results — Treat Naming as a Marketing Act
Use names that promise results, benefits, and solutions - treat naming as marketing that promises a benefit if at all possible
Alliteration, Rhyme, Rhythm — The Formula for Powerful Names
Include alliteration, rhyme, rhythm, and powerful associations to make names more powerful after establishing the benefit
Naming as the Ultimate Leverage Point in Business
Naming is really the ultimate leverage point. Nowhere do you get so much bang for your buck than choosing a name for your concepts and your products and your business for that matter.
Impossible-to-Forget Names Over Easy-to-Remember Ones
Create a name that's impossible to forget. So don't focus on creating a name that's nice or that's easy to remember. Instead, focus on creating a name that's impossible to forget.
The Mind Remembers Names by Sound, Not by Sight
The mind remembers name by sound, not by sight. Names are sounds before they're printed words. So focus on the sound primarily.
Spending Money Is Serious Business — Names Must Match
Spending money is serious business, and most people don't wanna laugh when they're doing it.
Concepts
Questions
Canonical Teachings
Eben opens by establishing naming as the highest leverage activity in business, where small investments in choosing the right name yield disproportionate returns. He emphasizes creating names that are impossible to forget rather than just pleasant or memorable.
The core insight that minds remember names by sound, not sight, leads to understanding the phonological loop - the brain's auditory buffer that keeps sounds bouncing around for about 5 seconds. Rhythmic and repetitive sounds extend this time, helping names become hardwired.
Successful names combine benefit promises with sound patterns like alliteration, rhyme, and rhythm. Examples from major brands like Coca-Cola and YouTube demonstrate how these elements create both memorability and unconscious associations that drive behavior.
Eben breaks down his own successful product names like Double Your Dating, Self Made Wealth, and Wake Up Productive, showing how each combines anapestic meter, alliteration, and clear benefit promises to create impossible-to-forget brands.
Claim: “A name should be nice or easy to remember”
Reframe: Create names that are impossible to forget by focusing on sound, rhythm, and emotional impact
Claim: “Names are separate from your marketing strategy”
Reframe: Names are marketing - they should promise benefits, results, and solutions just like any other marketing material
Claim: “Visual appearance of names is most important”
Reframe: Names are sounds first, then written words - focus primarily on how the name sounds since the mind remembers by sound, not sight
The Right Product
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Moving The Free Line
Discover the counterintuitive marketing strategy that helped Eben Pagan generate millions by giving away his best ideas for free.
Creating Currency Business
Learn how to transform customer pain into "alternate currency" and increase sales by giving away 10x more value than you charge.
Coaching Strategies
Business Frameworks
Common Mistakes
