In his latest cruise-inspired blog, self-confessed cruise addict Anthony Shephard-Williams explores the science of brand naming research — and why customer and market research, not gut instinct, are key to creating brand names that connect, resonate, and stand the test of time.
The naming of a product shapes perception, sparks interest, and influences recall. Get it right, and you give your brand or product a head start. Get it wrong, and you’re battling confusion or indifference from day one. That’s why naming should be grounded in insight, not instinct.
Naming is important at the best of times, but what if your products cost in the billions ($) to make? The bigger the investment behind a product, the higher the stakes for getting the name right. The name becomes a strategic asset, not just a creative detail. It needs to justify its place from every angle: brand alignment, public appeal, global resonance, and legal availability. A weak or ill-fitting name can dilute impact, confuse the market, or even damage perception. With so much on the line, naming decisions for big-ticket launches need to be made with insight, rigour and long-term thinking.
Take the cruising industry as an example. In 2018 I was lucky enough to go on the biggest cruise ship at that time (named Symphony of the Seas) and it was a mind-boggling but brilliant experience. The name alone to me conjures emotions of vastness and grandeur and made me think of music and everything working together as one at sea. Funny how a name can make you feel so much right?
Let’s consider how some of the major cruise lines approach their brand naming
In 2008, Royal Caribbean launched a “name that ship” contest with over 90,000 entries. It was a bold move, inviting the public to weigh in and have their say. But behind the scenes, it wasn’t a popularity contest. A panel of experts, including a maritime historian, a specialist in finding unique names for products and business entities and a psychology professor, filtered the entries through a brand and sentiment lens. The winning names? Oasis of the Seas and Allure of the Seas. Both evoked luxury, scale, and comfort – right in line with Royal Caribbean’s floating resort concept.
Today, their strategy continues with their latest ‘Icon of the Seas’ name crafted to signal a new era of vacationing (this was followed by Star of the Seas who set sail in August 2025 and Legend of the Seas which is set for a July 2026 launch), with the latter giving a nod to times gone by and the previous 1995 vision class ship of the same name). There wasn’t a naming contest this time around, but you can bet it was consumer-tested.
Over at Carnival, naming is more internal, but equally insight driven. Almost every ship carries the Carnival prefix (Carnival Dream, Carnival Panorama), a choice rooted in brand consistency. In 2021, Carnival broke the mould with Mardi Gras, a nostalgic nod to its first-ever ship from 1972. The name sparked excitement among loyal fans while celebrating the brand’s 50-year legacy. It felt familiar, yet fresh, proving how the right historic reference can really resonate.
Norwegian Cruise Line (NCL) found its sweet spot with curated fan engagement. In 2013, it invited the public to vote on pre-vetted ship names like Bliss and Escape – each one selected to reflect NCL’s “Freestyle Cruising” ethos. By guiding the vote, NCL got the best of both worlds: consumer input and brand alignment.
The winning names now sail with strong sentiment, and zero risk of a Boaty McBoatface moment (yes this is still being referenced almost a decade later and if you have no idea what I’m on about then do look it up online, it still makes me chuckle to this day!).
So, what can brand and insight teams learn from these examples?
The naming of cruise ships may be extreme examples, but the same principles apply whether you’re naming a billion-dollar vessel, a new SaaS platform, or a consumer brand entering a crowded market.
- Involve the audience but do so wisely: contests and polls drive engagement and emotional connection. Just ensure input is steered through a strategic lens.
- Keep it on-brand: consistent naming conventions (…of the Seas, Carnival…) create instant recognition.
- Test the waters (pun fully intended 😉): names should be checked for sentiment, pronunciation, global meaning and the feelings they evoke.
- Use legacy thoughtfully: nostalgia works when it builds equity. Just make sure it’s accessible to new audiences.
- Control the narrative: public input is powerful, but unchecked creativity can backfire.
To add to this, it’s also worth thinking about how internal teams can set themselves up for success as they start the process of naming something:
- Assemble a diverse team – include people from across the business (and a few trusted outsiders if appropriate) to avoid groupthink.
- Define positioning – clarify the target audience, brand promise, and value proposition. What does your product or brand really stand for?
- Set naming criteria – agree on what makes a good name (e.g. short, memorable, professional, available).
- Generate name ideas – come up with 10 possible names. Be creative with this and even consider merging words to make something brand new.
- Shortlist – vote using pre-agreed criteria.
- Check availability – make sure you check trademarks and domains are available.
- Test informally – share the frontrunner with wider staff; refine based on feedback.
- Do some proper research – as we’ve stated choosing a new name isn’t a small matter. Don’t risk going to market with a name that’s not been stress tested with real consumers. You need to get this right.
At Mustard, we’ve spent decades helping businesses get naming right – because no product launch should hinge on guesswork. Recent naming projects include:
- Testing veterinary product names with vets and farmers
- Helping a world-renowned university agree on program titles
- Evaluating the meaning and associations of an iconic British cosmetics brand to inform a potential re-brand
- Exploring brand name perceptions for IT service providers
- Gauging consumer reactions to global kitchen brands entering new markets.
Our work in this area is all about ensuring the name connects. Naming isn’t a task to tick off. It’s a brand-defining decision. Let’s make sure it lands.
Get in touch with either myself or any of the Mustard research team if you want to discuss any naming research projects.