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Google is Your Friend

Google is Your Friend

Introducing a simple Google search into your creative process can save your company from a PR nightmare. Most business owners know that a certain amount of due diligence is an integral part of naming their company, but when it comes to naming product lines or individual products, service offerings, sales events, or even spaces within their facility, they’re a little laxer. This isn’t necessarily a good thing.

For example, take the phrase Strange Fruit. It sounds ideal for a line of dehydrated exotic fruit snacks – but a little research would quickly reveal the phrase is an iconic civil-rights era anthem that references people of color being lynched. That product never got off the ground, but inexplicably, a PR firm chose the same name in 2012. The public backlash was immediate and the firm changed their name, stating that they’d not understood the relevance of the name when they chose it. Last year, a Massachusetts restaurant experienced extremely negative responses after naming a cocktail Strange Fruit.

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This type of problem is completely avoidable. An easy first step it to Google potential names before committing to them and introducing them to the public. Reading two sentences on Wikipedia doesn’t take very long. It’s also a good idea to test idea names with a panel of trusted advisors and your bounce partner. For best results, you want these advisors to be culturally diverse; language is a very nuanced phenomenon and words can be experienced by one group of people in a way that would never even occur to another group.

What happens if you fall in love with a name that has negative associations to a culture that you don’t belong to, that isn’t well-represented in your community or customer base? Get ready for some heartbreak. We’re all connected, with people who will be very offended and vocal about the name being only one social media post away from a worldwide conversation with your business in the middle of it. You have to decide if this is something you want to deal with: for most business owners, avoiding time consuming problems is a good idea, and they choose to do so whenever possible.

Googling potential names before you use them can also increase your awareness of how other businesses, both in and out of your industry, are using those names. Pay particular attention to uses that are local to you: avoiding confusion is in everyone’s best interest. Investing half an hour into looking into a name before you start to use it is a smart idea for everyone.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office