Yesterday I read a very interesting article in AdAge. It discussed what are the ‘pros’ and ‘cons’ of using a meaningless brand name. The writer of the article went around and asked many different industry professionals what they thought about the idea of using a meaningless brand name. Many of them felt that using a meaningless name provides a blank canvas. The word doesn’t have to come with any pre-conceived connotations. For example, the company Kodak was named Kodak simply because the owner liked the letter ‘K.’ But now, the made up word has many connotations that all have to do with the company itself. It’s an interesting idea to consider.