Don’t turn your search for the perfect name or tag line into a popularity contest! Two instances of this have crossed my path recently.
First, someone I know asked people to vote on the best title for a forthcoming book. That’s unwise, because what people say they like in a book title:
* Doesn’t necessarily distinguish the book from others
* Isn’t necessarily clear, spellable and free of negative connotations
* Doesn’t mean those who are the best audience for the book will “get it”
* Isn’t always easy to remember and repeat
* May not perform well in search engines
Second, according to The New York Times, the state of New Jersey put its prospective new tourism slogan to a vote. The winning entry, “New Jersey: Come See for Yourself” received just a few more votes than “New Jersey: The Best Kept Secret.”
Both the winning and the runner-up New Jersey slogans flunk an elementary test for the effectiveness of a tag line or slogan: It should distinguish the company, or in this case the state, from most or all others. Try this out yourself by plugging in names of...
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