Zillow CEO Rich Barton on branding, building in provocative industries, and more! | E1791

Iconic Names

Rich Barton, CEO of Zillow, discusses the art of creating iconic brand names, drawing from his experiences with companies like Expedia, Zillow, and Glassdoor. He emphasizes the importance of inventing new words, as they allow a brand to define its own meaning and emotional resonance. Barton explains, "Making up a word is harder initially and more expensive initially. But when you are successful making up a word, you own the word." 1 This approach, though challenging, can lead to a brand becoming a part of the cultural lexicon, much like how "Zillow" has become synonymous with real estate searches 2.

   

Branding Theory

Barton shares his branding theory, highlighting the significance of syllables and high-point Scrabble letters in creating memorable names. He believes that rare letters like X, Q, and Z stand out and make a brand more memorable. "Rare letters jump off the page subconsciously," Barton notes, emphasizing their impact on brand recognition 1. He also discusses the optimal syllable count, suggesting that two syllables, as seen in names like "Google" and "Yahoo," are ideal for brand names 2.