We want to give you more than “just a name.”
We want to give you a true understanding of naming.
That’s why we’ve catalogued and regularly publish our insights on naming across every dimension. What it is. Why it’s important. And how it can help you achieve your goals.
Read on to learn more.
From Ye Olde Fighting Cocks to Amazon
Names have the power to influence outcomes. To set intentions in a way that transforms them into reality. To contribute to the destiny of something or someone in a material way. We can see this in the history of naming children. Puritans often gave children what they...
“Negative” Language: Go or No Go for a Name?
It used to be the case that, when it came to brand names, words with any kind of negative associations were persona non grata. That’s why you don’t see them attached to many – or really any – companies founded over a decade or two ago. However, as the discipline of...
How a Great Name Deliberately Arranges ‘Word Types’
Every name, at its core, is the arrangement of its constituent ‘parts’ to result in a language construct that is either real, compound, or invented language. Real language is language that already exists in our collective vocabulary – like Dawn. Compound language is...
How to Evaluate Naming Constructs
Constructing language is central to the mechanics of making names. When it comes to naming, there are three main language constructs: (i) real language, (ii) compound language, and (iii) invented (also known as coined) language. But how should you choose between them...
Unlock Your Name’s Power with the Right Naming Strategy
When a name is deliberately designed, it can help make the right things happen for your business or offering. Things beyond messaging. Things tied to goals outside the realm of communications and consumer conversations. We are the first to say that the story behind...
Celebrating Emotional and Experiential Value Propositions
In the simplest sense, a value proposition is what makes your offering uniquely attractive to potential users. Given all the things they can choose from to meet a need, solve a problem or fulfill a desire, what makes the option you’ve made singularly compelling. Start...
Value Propositions: The Base Camp of Great Names
"Our name can say anything. All that matters is that it stands out in market.” “Our name should sound catchy and cool. That will make people want to be a part of what we’re doing.” “Our name just needs to be associated with nice, positive things. It doesn’t really...
Why a Name’s “Rationale” is More Important Than You Think
It may seem like the logic for selecting a name is only relevant to…well, the name. But this couldn’t be further from the truth. The story behind your brand or business name has the power to set the trajectory for a more successful communications strategy. Because it...
Your One Right Name Doesn’t Exist – But Many Great Ones Do
When approaching the task of naming something new, many look for the “silver bullet”. The “I’ll-know-it-when-I-see-it” name that feels absolutely perfect. The bad news is: the perfect name doesn’t exist. All names come with their own benefits and compromises. And...
Names Matter: Your Most Powerful Communications Tool
Whether you’re starting a business, launching a new product, or even kicking off a podcast – making something that didn’t exist before takes a lot. A lot of time. A lot of energy. Sometimes a lot of money. Not to mention a lot of logistical and mental load. It’s no...
Why Great Names Are More Than Just Words
You had a great idea. You turned it into something amazing. Somethingpeople need and will enjoy. Something you’re ready to share with the world. It’s a huge deal. Creation is what redefines expectations. Removes boundaries. Reshapes society. And revolutionizes how...