It can be a challenge to come up with the right name for a new business.
A strong name will help people understand the offering. It will stick in the mind. And that’s where you want your name to be – superglued tight into your customer’s mind where no boring competitor name can hope to dislodge it.
Working with Hong Kong branding agency Stepworks, I helped coin a name for Hong Kong personal chef Tom Burney’s new mobile gourmet catering service.
Invisible Kitchen.
The name is effective because it suggests mobile catering and opens interesting creative possibilities.
Next time you think gourmet catering in Hong Kong, and you think Invisible Kitchen, you know who to think. Thank. Something like that.
