Winning the naming game when you’re not first
Editor's note: John Hoeppner is president of Brand Name Quest LLC. He can be reached at john@brandnamequest.com.
Being first in a new category has its advantages. The first brand to market often becomes synonymous with the category itself – think Kleenex for tissues or Google for search engines. But what happens when you’re not first? Naming the second product in a category presents unique challenges, requiring marketers to be far more strategic in their approach. It’s not enough to simply follow the leader; second-place brands need to outsmart their competition with a well-researched, creatively positioned brand name that can carve out its own space.
Having worked in brand naming, research and strategy for 35 years, I’ve witnessed how the success of a second-place brand often comes down to how smartly it positions itself. Winning in this scenario means choosing the right name and employing advanced research techniques such as category norms analysis, preference regression and perceptual mapping. These tools help identify the brand's differentiators, enabling it to stand apart in a crowded marketplace. Here’s how you can succeed when you’re the second to enter a new category.
Leverage a unique position
When you're the second (or third) to enter a new category, the name of the first product usually dominates consumer associations. For example, if you're developing a ride-sharing service, you’re already up against Uber and Lyft, which have become ingrained in the public consciousness. The task, then, is to create a brand name that doesn’t just mimic the leader but finds a way to leverage a unique position.
In these cases, the goal is to create a name that communicates your differentiation – what makes you distinct in the eyes of consumers. Your name should immediately signal how your product offers something new, better or different compared to the incumbent leader.
While the first brand might focus on ubiquity or convenience, your second-place brand name might emphasize trust, affordability or specialized features. The trick is to understand the category norms and use your name to exploit any gaps that exist in the market.
Category norms analysis is essential for any second-place product. It involves examining the patterns and trends in your category – what names are being used, what associations are being made and how consumers perceive those names. When developing a name for a second-place brand, it’s important to understand these norms but also know how to break away from them.
For instance, if all the first movers in a category use descriptive names (like Booking.com in travel), a second-place entrant might choose a more evocative or metaphorical name that helps build emotional resonance. By analyzing the common naming conventions within a category, you can identify opportunities for disruption and differentiation.
The challenge of coming in second is that the category leader has already established the norm. The advantage, however, is that second-place brands have the opportunity to define what’s next. The key is identifying these opportunities and ensuring the brand name isn’t just another player in the category but a leader in its own right.
To outmaneuver the competition in brand naming, it’s not enough to understand the category norms. You also need to know what really matters to your target audience. This is where preference regression analysis comes into play. By statistically evaluating what features or attributes are most important to consumers, you can position your brand name around what they care about most.
For example, if you’re launching a new athletic shoe in a category dominated by a major player like Nike, you can’t rely solely on broad brand appeal. Instead, you might discover through preference regression that a significant portion of your target market values sustainability or innovative materials over celebrity endorsements. By focusing on what your consumers want most, your brand name can reflect those preferences and carve out a unique space.
In one of my past projects, we used preference regression to identify key motivators for consumers in the skincare industry. While the first mover in the category emphasized luxury, our second-place brand name highlighted the scientifically proven benefits consumers were actively seeking. The result was a name that resonated more deeply with a data-driven, results-oriented audience, helping the brand secure market share despite being second to market.
Perceptual mapping is another powerful tool for second-place brand naming. By visualizing how consumers perceive various brands within a category, you can find the white space – the unclaimed areas of the competitive landscape where your brand can stand out.
In my experience, perceptual maps help brands see beyond their initial assumptions. You might think your brand is seen as more innovative or affordable, but a perceptual map could reveal that these attributes are already claimed by the category leader. In such a case, the map might show an opening in areas like trustworthiness, reliability or sustainability – and this is where your brand can plant its flag.
For example, in the crowded fitness wearables space, where Fitbit and Apple Watch dominate, we worked with a client to identify that the market perceived most products as either high-tech or lifestyle-oriented. The perceptual map, however, showed an opportunity for a new player to emphasize health and wellness benefits in a more tangible, accessible way. The result was a name that directly addressed this white space, helping the second-place brand successfully differentiate itself from the tech-heavy incumbents.
Key strategies
Once you’ve identified the areas of differentiation, it’s time to choose a name that communicates these insights in a memorable and engaging way. Here are some key strategies for naming second-place brands:
Highlight your unique strengths: Your name should emphasize the key attributes or benefits that set you apart from the category leader. If the first player is all about convenience, you might focus on trust or service.
Go against the grain: If the first mover has established a certain tone or convention in naming – such as serious, professional names – consider going the opposite route with a more playful or aspirational name. This helps to break the consumer's association with the category leader and positions you as a new and exciting option.
Be clear, not clever: While creativity is important, clarity is critical for second-place brands. If you’re not first to market, your name needs to clearly communicate what you offer and why it’s different from the leader. A vague or overly clever name can lead to confusion and limit brand recognition.
Aim for emotional resonance: Even in competitive categories, consumers make decisions based on emotion as much as logic. A name that taps into feelings of aspiration, trust or excitement can help consumers form a deeper connection with your brand, even if you’re not the first to market.
Securing your brand's future
The final and perhaps most crucial step in the naming process is ensuring that your chosen name is legally available and can be protected. As simple as this may sound, securing a trademark for your brand name is often where things can get tricky – especially if you’re entering an established or competitive category.
A thorough trademark search is critical for two reasons. First, to avoid costly legal disputes, and second to ensure that your name can be legally owned and protected, preventing competitors from copying or diluting your brand.
During this stage, I work closely with trademark attorneys to conduct comprehensive searches across multiple jurisdictions, including the United States Patent and Trademark Office and international databases. The goal is to identify any potential conflicts with existing trademarks, ensuring that your brand can launch without legal complications.
Once the search is clear, the next step is trademark registration. Securing a trademark for your brand name gives you exclusive rights to use it in your market, providing legal protection against infringement. This is especially important for second-place brands, as a strong trademark can protect your market position and intellectual property as you continue to grow.
In addition to traditional trademarks, it’s essential to consider domain names and social media handles to ensure a cohesive online presence. A mismatch between your brand name and digital assets can create confusion, so securing a uniform presence across all platforms is critical.
By thoroughly vetting the availability of your brand name and securing the necessary trademarks, you protect your investment and ensure that your brand can grow without legal obstacles.
Succeed by being smarter
Naming the second product in a category requires far more strategic effort than naming the first. But with the right approach, second-place brands can succeed by being smarter about how they position themselves. By leveraging advanced research methods like category norms analysis, preference regression and perceptual mapping, you can find unique opportunities to differentiate your brand name from the leader.
In my decades in the naming business, I’ve seen countless examples of second-place brands overtaking the leader by crafting a name that resonates more deeply with consumers. The goal isn’t to mimic the category’s first mover, it’s to outsmart them. A strategic approach helps brands ensure their names stand out and succeed, even when they’re not first to market.
In the world of brand naming, it’s not about who gets there first – it’s about who names it best. And with the right strategies and research, second place can still be the winner.