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...