This has been preached by marketing communications gurus for decades.
But in this part of the world, there doesn't seem to be much attention paid to the whole business of naming. Last year, I saw pimpless.com, a website advising people how to get rid of their acne.
In China, there's the pharmaceutical brand 999, which is the number for the police in Hong Kong. Can't wait for a smart agency person to come up with 911 in North America.
Another really good one is Reeb beer in Shanghai. Note, if you didn't already, that Reeb is beer spelt backwards. It reminds me of the German beer Dab, which is bad spelt backwards.
More recently, we have had advertising agencies, which should know better, spawning second tier agencies under inane names like Conquest, which incidentally couldn't hold on to the Hang Seng Bank account, and Interface, like nobody else does.
Just to show how difficult it is to come up with more generic names for what are generic agencies, here are a few more: Breakthrough, Warrior, Conjuror and Conk.
But I much prefer an agency with a name that has some history to it like Foote Cone Belding and Young & Rubicam. Now they're good, strong brand names.
Whoever you are, and whatever you want to get off your chest, send your rants to rant@media.com.hk and we'll print them anonymously.
