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May 11, 2011


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Perhaps she thinks it's a sorting mechanism, that the unusual name will detract less desirable clients? Who knows? It looks pretentious and intimidating and I love your idea of calling it Canoe. Canoe would be a playful way of inviting people in, while still being unusual and referencing her name. Oh well. If only we ran the world. :-)

And I thought "Goetsch" was difficult! There's a reason I do business under fictitious names.

@Sallie: And you always provide a helpful pronunciation mnemonic ("rhymes with sketch")!

For that matter, "Canoe Way" sounds like a philosophy one might adopt: no motors to make noise and fumes, no sails to blow you off course - just you and the water, and an oar when you need it.

@Jill: Pretentious is what I get from this. Indeed, Canoe Way would be great, particularly from a trademark perspective.

But this name makes me think of the Hebrew maxim that translates as "those who understand (i.e., who are in the know) will understand." It is not, however, a maxim for retail sales success.

Somewhat related, there's an eyewear place one Shattuck (across the street from the French Hotel) whose store name is displayed in letters set an inch or two out from the wall, and which is all but unreadable from an angle when there are shadows. Doesn't evoke "good visibility" to me.

@Ross: I believe you're referring to De Visu, another name with pronunciation and pretension problems.

The Italian part is easier . " Vivere" VEE ver a (long a). Here's a link where a native Italian speaker pronounces it:

But difficulty can work both ways, can't it? If what you are selling is truly excellent and desirable, customers will pride themselves on knowing how to pronounce your name; this puts them in a special class and lets them show off to their friends. And before long, there's an "in crowd" who knows that it's pronounced "canoe way" and not "kenny woe" (or "goochie" and not "gucky"). But it's a huge risk, though, because first you have to get the customers.

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