Читать книгу Non-Obvious 2018 Edition - Рохит Бхаргава - Страница 62

 Mashup. Mashups take two different words or concepts and put them together in a meaningful way. Likeonomics is a mashup between likeability and economics. Shoptimization is a mashup between shopping and optimization. Using this technique can make an idea immediately memorable and ownable, but can also feel forced and artificial if not done artfully. There is a reason I didn’t call my book Trustonomics. The best mashups are easy to pronounce and are as close to sounding like the original words as possible.

 Alliteration. When naming a brand, this technique is commonly used and the virtues are obvious: think Coca-Cola and Krispy Kreme. The idea of using two words beginning with the same consonant is one I have used for trends such as “Reverse Retail” and “Disruptive Distribution.” Like mashups, it can feel forced if you put two words together that don’t belong, but the technique can lead you toward a great trend name.

 Twist. The technique involves taking a common idea or obvious phrase and inserting a small change to make it different. The name should employ a term that’s already commonly used and then twisted a bit to help it stand out. One of my favorite examples was a trend from 2015 called “Small Data” to counter all the discussion about Big Data. The “Unperfection” trend, which was first published in 2015, used a similar method—just enough of a twist on the actual word “imperfection” to feel new and different.