10 Jan

Creative Company Names

Sorry folks, I realize I took a breather here in posting Gripes. Trust me though, it's me being lazy recently and NOT due to a lack of things to talk about.

So I heard a commercial lately for tax-related services. It's yet another company wanting to help people get out of owing taxes to the government. Put the politics of such action aside for a moment and let's focus on the name.

The name of the company: Tax Monkey. They help relieve you of the debt burden you have with the IRS.

Now, I realize today you need a catchy name. Something that stands out... something that will grab people's attention, but yet isn't too long. After all, Google didn't choose the name worldsbestsearchengine.com -- it's too long. Such a company name wouldn't be easily used as a verb. Take a hypothetical, real-life example:

"I Googled your name and it returned 1,000 results."

Translation: I went to www.google.com and put your name in the search box and it came back with 1,000 websites.

It wouldn't be realistic to expect people to say "I worldsbestsearchengine'd your name..."; however in thinking about it, today's generation would probably shorten it to "I WBSE'd (wibzee'd) your name..."

Anyway, getting back to Tax Monkey, let's examine the name a little more and highlight where things, to me anyway, get awkward:

  1. The use of "monkey." I don't know about you, but when it comes to something as serious as taxes, I guess I just don't want a monkey messing around with my situation. Of anything, I would want the IRS monkey OFF my back, not ON my back
  2. What does a monkey have to do with taxes anyway? Just like those infomercials for The General auto insurance -- call on the General and save some dime. A General? Oh yeah, I know when it comes to matters of automobile accident remuneration and getting a good deal, I can rest assured that because the General's got my back.
  3. Are you really going with the cute angle on this one? Ohhh, it's a cute little monkey! I think I'm going with them! Ohhh, what a funny talking gecko... I'm going with them! A pair of hands for a symbol? No way! If I'm searching the yellow pages, looking for the ad with the cutest mascot just isn't the defining factor.
  4. Sound effects. Oh yeah, the monkey sounds in the background make me take your commercial VERRRRY seriously.

So honestly, I know you're trying for the distinction from other tax debt companies out there, but seriously, take an extra day before you come up with the name. I'm going to hunt down every other company before ever thinking of seeking the assistance of yours.

Categories: Gripe