Is Strange a Smart Naming Strategy?

Photo by Dominik Vanyi on Unsplash

In 1967, The Doors sang, “People are strange.” Decades later, some brand builders seem convinced that strange names are not just interesting — they’re unforgettable. In fact, a 2013 New York Times article boldly claimed, “No One Forgets a Name When It’s Strange.”

That sounds great in theory. In practice? It’s far more complicated.

Strange Does Not Automatically Mean Memorable

One of the first rules of naming is memorability. But here’s the uncomfortable truth: strange and memorable are not the same thing.

Consider the fashion line called 4 Corners of a Circle. It’s unusual, poetic, and conceptually intriguing — and nearly impossible to remember correctly. Even people working on the brand routinely got it wrong: “4 Circles in a Square,” “4 Corners of a City,” and other variations floated around. The name didn’t stick. It slipped.

This is a common pitfall. When a name becomes a memory obstacle, it fails at its most basic job. Confusion doesn’t create recall — it creates friction.

Why Brands Chase Weird Names Anyway

So why do so many founders and marketers gravitate toward odd or obscure names?

Because in crowded markets, being ignored feels worse than being misunderstood.

In industries like fashion, beauty, tech, and food, thousands of brands are launched every year. An unexpected name can feel like a shortcut to attention — a way to make people stop and ask, “What is that?” instead of scrolling past.

And to be fair, sometimes it works.

The problem is that many brands stop at “weird” and never ask the more important question: Weird for whom?

What Research Actually Says About Ambiguous Names

A fascinating study published in The Journal of Consumer Research sheds light on why some unusual names succeed while others fail. Researchers examined how people react to ambiguous product names using something surprisingly familiar: Crayola crayon colors.

Basic colors like Dark Green or Light Yellow are clear but boring. More imaginative names — Razzmatazz, Purple Heart, Fuzzy Wuzzy Brown — are less precise but far more engaging.

The researchers categorized names along two dimensions:

• Typical vs. Atypical
• Specific vs. Unspecific

They found that consumers often prefer slightly ambiguous, unexpected names because they trigger curiosity. When a name doesn’t fully explain itself, people subconsciously try to solve the puzzle. That mental effort can increase recall and create positive associations — if the puzzle feels solvable.

The key word here is slightly.

When a name is too ambiguous — offering no meaningful clues at all — people don’t lean in. They walk away.

The “Mind Puzzle” Effect (and Its Limits)

The best unconventional names create what you might call a pleasant mind puzzle. There’s enough information for the audience to connect the dots without feeling lost.

A great example is the Philippine burger chain Regrub. At first glance, it’s odd. Then the realization hits: it’s “burger” spelled backward. That small “aha” moment sticks — and people love telling others about it.

That’s strange done right.

But names that force customers to work too hard — or worse, leave them confused even after explanation — rarely survive in competitive markets.

When Strange Backfires

Offbeat names come with real trade-offs. Quirky names either charm or repel. They can signal creativity and confidence — or obscurity and self-indulgence.

The danger is assuming that confusion equals intrigue.

It doesn’t.

If a name:

• Is consistently misremembered
• Can’t be pronounced or spelled
• Requires constant explanation
• Or has no clear connection to the product or audience

…it’s not mysterious. It’s inefficient.

And inefficiency is deadly in branding.

So, Is Strange a Good Naming Strategy?

Here’s the honest answer: sometimes — but only with intention.

Strange works when it:

• Sparks curiosity without causing confusion
• Rewards attention with insight
• Feels relevant to the target audience
• Reinforces the brand’s positioning

Strange fails when it:

• Exists only to be different
• Ignores how people actually process language
• Turns memorability into a guessing game

The goal of a name isn’t to impress other marketers. It’s to live — comfortably and clearly — in the minds of customers.

So before choosing something odd, poetic, or obscure, ask yourself one question:

Is this name inviting people in — or quietly pushing them away?

Because in naming, being remembered beats being strange every time.