• 13/07/2022
• By binternet
• 710 Views

How the creator of the word "napaqaro" for Buffalo Grill finds his brand ideas<

Writer and creator of hundreds of brands, Olivier Auroy invented the name "Napaqaro" in a few days.

It seems simple and within the reach of anyone.And yet to create a brand requires work, a lot of research, a good dose of creativity ... and also a little detachment compared to the reactions of people.

This is explained by Olivier Auroy, writer and also Onomaturge (creator of brand names) which has just invented the brand "Napaqaro" for the Buffalo Grill catering group.A very commented and mocked name on social networks, even if some Internet users have not understood that only the legal entity will wear it, the various brands (Buffalo Grill, Courtepaille) retaining their historical name.

A reaction that does not surprise its creator, accustomed to this kind of reaction.

Napaqaro is a phonetic interpretation of "checkered tablecloth" which symbolizes restaurants and old -fashioned French bistros.This is how the brand creator works.

According to Onomaturge, the brands that have a hidden meaning (relatively for Napaqaro) are well retained by the general public.

Versailles Phébus

The creator to cite the example of the Versailles buses' control which was called SVTU (Versaille Société de Transport Urbain) renamed Phébus on the proposal of Olivier Auroy.Phébus, Latin version of Apollo, God Sun, for buses in the city of the Sun King.

In twenty years, this passionate about letters has created hundreds of brands while having fun with words.

It was to obtain an internship when he left the CELSA communication school that he created his first brand.

Going out in the street, listening to people to talk, imagine suitcase words-like other onomaturges have done with Flunch (Fast Lunch) or Swatch (Swiss Made Watch)-and above all immerse yourself in dictionaries and atlas (He has 300) ... Olivier Auroy also uses these different techniques to invent brands.

Pepsi, Nokia, Volvo, Cadillac ...

Many brands have been found in the past by exhuming words in dictionaries of Latin and Greek for example.Like Pepsi ("digestion" in Latin), Volvo ("I roll" in Latin) or Valeo ("La Force", still in Latin).

But he always strives to try to offer a word that makes sense.

Place or personalities are also abundantly used by brands.Thus Nokia is the name of a Finnish river, Tiscali an island of Sardinia and Cadillac the name of a French explorer Antoine de Lamothe-Cadillac which founded the city of Detroit where the automaker is from.

But if the creation of brands seems fun, it is also an increasingly perilous exercise.

Start-ups are also very fond of the names of original or provocative brands.

Despite all his successes, the creator also confesses failures or regrets not having certain ideas.As with an Italian bank based in Rome which had contacted it.