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Car commercials bother me. The automotive industry is the only industry I know of that violates the “natural” use of articles. Remember articles - the, a, and an. There are others. But these are the common articles. Articles are used to “specify grammatical definiteness”, e.g....

McDonalds does it. Apple does it. Ford does it… sort of. So, naming themes must be a good thing. Right? I’ll play it safe – and say “it depends.” McDonald’s naming theme is great. Apple’s is, well, not theirs. And Ford’s is, or was, a...

That’s quite a leap. Two actually. Neither is easy. Both are required. And, they’re are two of the hardest leaps (or steps) in developing and choosing a new name for a company or product. I have presented thousands of names. And there’s an odd thing that...

You built the company. Then, you sold the company. What’s next? What happens after the dust settles? Another product? Another company? Another brand? Is there a difference? So often, with startup technology firms, the product is the company and the brand. They are one and the...

When asked by a prospective client how we’re different, I might respond by listing what we don’t do. This is odd in a pitch situation – agency people like to say we can do everything. Telling someone that we don’t create brands, on the surface, is...

This one may be the outlier. We can do a lot to aid and guide the creative process. Providing a thoughtful and thorough creative brief is invaluable. Allowing enough time for the namers to work is key. But at the end of the day, truly...

“The names everyone likes aren’t available… and no one likes the names that are available”. Sound familiar? Were it not for the dreaded USPTO, naming would be quite a bit easier. Creating great names is hard enough. Creating great names that we can own –...

Having too many decision makers is not limited to large organizations. In fact, it may be more common in the small to mid-size companies where senior management is involved with the details of launching new products and services. The challenge with having too many stakeholders...

Although not as common as being short on time, having too much time probably derails as many naming projects. The problem is simply motivation – lacking a defined timeline, there’s little reason to dig in and make the necessary decisions to keep the process moving...

This one’s not that surprising – trying to complete all of the steps in developing a name in a week is going to be tough any way you look at it. It does seem that most marketers only make this mistake once… and it is...