by aesop | Jul 1, 2024 | Uncategorized
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...
by aesop | Jun 25, 2024 | Uncategorized
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...
by aesop | Jun 15, 2024 | Uncategorized
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...
by aesop | Jun 7, 2024 | Uncategorized
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...
by aesop | May 20, 2024 | Uncategorized
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...
by aesop | May 6, 2024 | Uncategorized
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...
