With the increasing number of new companies being created in the corporate world, it is becoming common practice to see a variety of innovative and unusual business names being derived to capture the uniqueness of that organisation.
Each company wants to have a distinctive name that individually characterises and differentiates their business from that of their competition. To do this, a collage of different colours, fonts, tag lines and styles are used to develop and maintain a value proposition in an attempt to establish the essence of that business.
But what about doing something a little bit different……..?
So far, companies have only utilised one of the five physical human senses in building this new company identity, that being the sense of sight. But, what about using the other four senses?
Smell
The manufacturers of perfumes, coffee, tea and other sensory delights truly understand the power of smell to capture and stimulate certain desires. Why not incorporate smell into the new company name? For example, at the entrance to the corporate office, there could be a fine perfumery mist spray of the “essence” of that organisation? Employees could be provided with a perfume, aftershave, or body spray that reinforces the organisation aroma!
Taste
The organisation could develop their own corporate food dish that is served in their corporate cafeterias, or is proudly offered to visitors on arrival, just like an appetiser at the commencement of an evening meal? There could also be corporate flavoured cookies, together with a complementary corporate flavoured beverage?
Touch
Why does a company name need to be printed on flat paper, or a smooth surface? Why not make it undulating with bumps and troughs? Business cards could be textured with a unique feel that would make it readily stand out amongst all other business cards!
Hearing
All new organisations could develop their own corporate song to inspire all employees to have that sense of unity and belonging. This music could be surreptitiously piped into the entrance foyer and throughout the building as a motivational influence on employees. Corporate guests could also be provided with an audio CD of the song to savour and fully appreciate after their visit.
Just a thought….but this may lead to a sensory revolution in the world of corporate naming convention! You just never know??
Thoughts that might just be useful in the future 
Liz
/ September 6, 2013corporate-flavorerd cookies? What would they taste like? Would they taste exactly like the corporate-flavored beverage? I am intrigued!
Steven Cramer
/ September 6, 2013Good question! The cookies would be a combination of acquired or merged flavours that compliment any meeting that focuses on potential business takeovers, whereas the beverage would have a distinctive strong bouquet of power and permanence….
Liz
/ September 7, 2013ah ha…a merger of peanut butter and chocolate for the cookies, perhaps? Am stumped on the beverage, though.
Steven Cramer
/ September 7, 2013I’m sure that with time, a Liz beverage creation will lead to a magnificent taste creation!