Workshops for naming professionals
December 13, 2023
Workshops for naming professionals – a new product I am offering.
December 13, 2023
Workshops for naming professionals – a new product I am offering.
October 23, 2023
Name=branding=equity. Yet, an oft heard thing over my name creation years: “We’re now starting on the naming and branding”. Why the division between the name and ‘the brand’? A name sits at the heart of...
August 24, 2023
Corporate naming is a devil. For many reasons, some to do with naming just being hard, many to do with the nature of organisational change, or launch deadlines. Sometimes poor decision-making processes or frameworks, or...
July 10, 2023
Standard interview question for brand naming role: Can you tell us about a brand name you admire and why? (Note the gaping trap: not a discussion about ‘successful brands’ – but a requirement to disentangle...
October 31, 2022
Ah, the old rebrand ploy. It’s not unusual to find corporate renaming on a list of ‘make a mark’ options for a new Marketing Director or CEO. Corporate (re)naming requires a very different approach to...
August 10, 2022
Consumers and customers aren’t the people to decide what your corporate name should be. They can react, add insight, indicate the communication angles that might need to be the focus – but the brand door-opener...
March 24, 2022
I love a bad naming brief, if only because it provides an opportunity to open the worm can, before we start squeezing out the creative juice. 50% of a naming job is about strategy and...
November 23, 2021
The first in a series of branding bugbears sits firmly in the naming camp. Has the naming industry failed in its key role to explain how a corporate / brand name sits at the heart...
September 15, 2021
A couple of weeks ago my snout faced the full wrath of a French lady based in a tent about 280km south west of Paris. It was clearly a mission-driven PCR. In the name of...
May 25, 2021
April 28, 2021
Is it fair to say that, just very occasionally, a naming creative brief that comes our way is…well… not a very good brief? It may lack objectives, insight, awareness of where branding starts and stops...
January 25, 2021
All of us branding types love a corporate name brief. Many don’t actually, as reality hits early and hard that no-one will like the names, the lawyers will be upset to varying degrees about them...