The word “oriented” is used by millions of people every day, has multiple definitions, can be used in different parts of speech, and elicits a positive, emotional response.
Even amongst the world’s most valuable generic domain names, it is extremely rare for a one-word domain to have this combination of attributes because of the unlimited ways that it can be used to firmly establish brand recall and loyalty.
Stephen Houraghan explains the science behind this phenomenon.
- The Orient, the East — 東方
- Asia, countries of Asia — 亞洲
- Positioned to a particular direction — 方向
- Get one’s bearings — 定方位
- Tendency towards a certain disposition — 為本
- Acclimate to a new environment — 適應環境
- Adapt to a new situation — 適應憲法
- “Get oriented to the Orient!” — “向東方著眼!”
Multiple Parts of Speech
- Positive connotation
- Sense of forward motion
- Evocative and compelling
- Sense of hope, opportunity
- Going in the right direction
Taglines with double meanings like “Get oriented to the Orient!” are all the more powerful in their ability to elicit an emotional response.
“Companies spend millions … by incorporating music, sounds, images, vivid color and celebrities to trigger huge sensory responses towards their product, company or innovation. An emotional response towards a name is the human-to-brand connection that is sought after like the Holy Grail. If customers feel drawn to something, loyalty … is sure to follow.”
Harvard Business Review
The New Science of Customer Emotions
ZinZin Branding Agency
Evocative Names Make The Most Powerful Brand Names
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