Wikipedia explains the origins as “The name Phaeton derives from Phaëton, the son of Phoebes and Helios in Greek mythology — and also a type of horse drawn carriage. So intellectually speaking, very smart. But try spelling it or saying it. Ouch.

I therefore award this name two bombs. One for spelling and one for pronunciation. Not to mention how it definitely does not sound like it belongs in the friendly family name collection of VW.

Turns out that Quixtar actually was a separate e-initiative originally kept at arms length from Amway - presumably while they learned and saw how it affected their independent business operators and their traditional MLM marketing programs. Of course, it took off like a rocket and has now been fully embraced (if I read their official releases properly), so they want to fold it back in and next year call everything Amway Global. A strange, slow- change strategy that makes my head spin… why advertise who you are now if soon you won’t be?

Could it be that a big agency is calling the shots, and they make more money if it is dragged out to the max? Or does it take the IT guys that long to do the integration?

But in the meantime, those clever names where there is a play on the English language often backfire, especially for the foreigners, the young and the half educated. Especially when you let your graphics designer break the word so it does look like Quix Tar. Don’t blame me if some people miss the implied Star sound.

Maybe you even deserve two awards, for creating both a hot first name and a smart last name. As a naming professional I loved you before I even saw how you light up a show.

If you have ever shopped for or sold goods on eBay, you know the magic of Paypal. If you have ever paid or received money from contract services half way around the world, you know the magic of Paypal and the convenience of paying people almost instantly when they don’t take credit cards.. or want to use them if they do have them.

Now if only they provided the same level of support to English speakers in Spain that they provide Spanish speakers in California, that would be the icing on the cake. Especially for the rural community where no mail goes to a physical house address. How can they deny full service when you are a property owner simply because your mail goes to a box number? Not all countries and rural towns are spoiled with the US level of mail delivery! In more and more parts of the world, you go get your mail at a mail box center.

Oh well, I am sure the trademark lawyers like it, and with their branding dollars they can do what they like. After all, they have had Rabbits and Foxes and Beetles, why not an Iguana from Tijuana?

PS Since Tig is a friendly nickname for the diminutive of Tiger, this name may actually fit a little better than at first glance.

If the USPTO did their literature search today, they would see the words top and rank (or ranking) are surely widely used and therefore generic. But it is too late. Someone moved fast and was smart, although it really is a difficult name to protect and to own as a brand, since people have strong existing expectations of the words, before they are even educated to the fact that it is someone’s trademark. And there are many ways around it. And what is the industry generic way of saying getting a top ranking if top rank is a specific trademark?

So this award goes to them for trying to protect the name. Not for picking a name that is not unique enough. This is one of many cases I have recently run into, which is why I was reminded (writing as The Name Critic at Brighter Naming) to select Rollerblade® for recent analysis. They are a case study example of how to do it right. To protect the name Rollerblade, they told the industry and the press that the generic descriptor for the product category was In-Line Skates. For all I know (and strongly suspect) they made up In-Line Skates afterwards. Doesn’t matter.. the rest of the world has to describe their products as In-Line Skates, and can only use the term Rollerblade in its proper legal brand (now of the Nordica ski company) sense.

Similarly, in the biotech field, Genentech® is almost a generic if it was first used today, instead of the strong brand and category leader it has become. As an early mover (very early), they have polarized the rest of the word away from names using Gene and Technology…. which so many still dream of.. the basic descriptors for many of them.

And then there is the old classic American Express card. A symbol of American wealth and stature for many years - personified by a Roman Gladiator! My history isn’t very good though I do know the Romans traveled a lot and conquered many lands. But not the Americas. How come it is not the Roman Express card? Has this Roman become one of us, just like Ellen Degeneres calls him “one of my people” in her commercial?

Now what logo are you going to use with your new company name?

P.S. Know any other great examples?

No wonder EBay is suing Craigslist! Their own classified offering might even work if it just had a name intelligible to western ears, especially one with as much recognition as Craigslist (even though Craig himself didn’t want this name to stay on the door…. luckily wiser heads prevailed).

So we know that Ebay copied the classified ad idea from Craigslist, and the dots in the logo from Google, but we are not sure from which monkey-speak they copied the name. (We do not intentionally mean to offend Japanese character names here… just this name is not for the Japanese market). But they ended up with a very difficult name to type and read, let alone relate to.

Why couldn’t they just copy themselves and call me to sell them the domain KeenBay.com? At least you can read and spell and say it.. even on a quickly scribbled note.

Of course, the big irony of this name is that the product line is not sold in France or anywhere on the European continent. The brand is actually owned and managed by KAO of Japan nowadays. But who cares. In fact, who cares what the ingredients do. If I wanted a skin cleanser I would instinctively believe in one with such a cool name.

Here is the link to sign up. No payment till you show up.. but mostly you just have to pay for what you eat. Bring a story or question to share. Maybe your name idea will win an award.