Branding Lessons from the Royal Naming
Well, it hasn’t been long since we had the Royal Naming of the Royal Baby: George Alexander Louis. His Royal Highness Prince George Alexander Louis of Cambridge, to be exact.
Across the pond the Brits are touting the historical significance of the name, while here in America many people are laughing. And the fact that the name has a serious Seinfeld angle is only making it worse (George Louis Constanza was the character played by actor Jason Alexander, so this character has 3 out of 5 of the names).
Prince William and Duchess Kate did not just pull names out of a hat. They really worked hard to come up with names that had meaning, not unlike the way I work for my clients as a professional name developer. Personally, I think they made a great choice, but you have to keep these 3 important branding factors in mind:
- Cultural Factors – We are talking about possibly the future King of England, not a sitcom character. Americans might find the name amusing, but I am certain British Royalty could care. An important rule of name development is to make sure the name is relevant for the Target Audience you care about. Score: William/Kate 1 Everyone Else 0
- Names With Deep Resonance – No fewer than six British kings have borne the name "George.” In addition, its personal symbolism for Prince William made it an obvious pick for months in betting pools across the country. The last King George was George VI, Prince William's great-grandfather, whose valiant battle with a speech impediment when he inherited the throne after his brother's abdication was dramatized in the Oscar-winning film "The King's Speech." Picking a name with such deep resonance is hard to do but it looks like they did it, and the relevant Target Audience will remember the name because of it. Score: William/Kate 2 Everyone Else 0
- The Power of the Master Brand – If you think anyone in the relevant Target Audience is going to call this kid George Alexander Louis, you are wrong. He will be known as Prince George. Sounds a lot better, eh? People in the US forgot that there was a powerful Master Brand operating here…Prince will precede the baby’s name forevermore. Game, set, match to William & Kate.
In conclusion, I believe that the Royal Family did a great job in picking the name of the Royal Baby. What do you think?