Featured

Anatomy of a trademark: International Classes

Perry Gattegno · January 19, 2021

On the pod

Brian Collins on How Brands Are Built

Brian Collins changed someone’s life by redesigning a uniform

Rob Meyerson · January 11, 2021

Alina Wheeler on How Brands Are Built

Alina Wheeler has a doppelgänger named Blake Deutsch

Rob Meyerson · December 21, 2020

Nirm Shanbhag on How Brands Are Built

Nirm Shanbhag sees brand architecture from the consumer’s perspective

Rob Meyerson · December 7, 2020

Emily Heyward on How Brands Are Built

Emily Heyward builds brands that inspire obsession

Rob Meyerson · November 23, 2020

Armin Vit has a little grid in his mind

Rob Meyerson · November 9, 2020

Sunny Bonnell on the How Brands Are Built podcast

Sunny Bonnell reframes your vices as virtues

Rob Meyerson · October 26, 2020

Dava Guthmiller on How Brands Are Built

Dava Guthmiller makes the invisible visible

Rob Meyerson · October 12, 2020

Dr. Jason Chambers on How Brands Are Built

Dr. Jason Chambers explains the origins of racist brands

Rob Meyerson · September 28, 2020

Rob Meyerson on IGTV

Special episode: Rob Meyerson on IG Live with Ilya Lobanov of Studeo

Rob Meyerson · July 27, 2020

Special episode: Rob Meyerson on the JUST Branding Podcast

Rob Meyerson · July 13, 2020

David Aaker on How Brands Are Built

Mini episode: David Aaker on game-changing subcategories

Rob Meyerson · April 27, 2020

Cleaning products

Mini episode: Brands reacting to COVID-19

Rob Meyerson · April 15, 2020

Brad Flowers, author of The Naming Book

Mini episode: Brad Flowers and The Naming Book

Rob Meyerson · April 9, 2020

This way

Mini episode: Career advice

Rob Meyerson · March 9, 2020

How Brands Are Built season 3 interviewees

Season three wrap-up: How to build a brand experience

Rob Meyerson · January 15, 2020

Denise Lee Yohn

Denise Lee Yohn fuses brand, business, and culture

Rob Meyerson · December 9, 2019

Myra El-Bayoumi on the How Brands Are Built podcast

Myra El-Bayoumi doesn’t mind blowing up the process

Rob Meyerson · December 2, 2019

Alan Brew on the How Brands Are Built podcast

Alan Brew sees corporate narrative as the evolution of positioning

Rob Meyerson · November 18, 2019

Ana Andjelic on the How Brands Are Built podcast

Ana Andjelic helps brands design for social influence

Rob Meyerson · November 11, 2019

Dennis Hahn on How Brands Are Built

Dennis Hahn makes brand culture by Swarming

Rob Meyerson · November 4, 2019

Caren Williams

Caren Williams plays creative brain games with clients

Rob Meyerson · October 28, 2019

Fabian Geyrhalter on How Brands Are Built

Fabian Geyrhalter builds a brand platform in one very long day

Rob Meyerson · October 21, 2019

Ken Pasternak on How Brands Are Built

Ken Pasternak plots impact versus effort

Rob Meyerson · October 14, 2019

Jeremy Miller of Sticky Branding

Jeremy Miller helps you unlock your team’s creative genius

Rob Meyerson · October 7, 2019

Season two guests

Season two wrap-up: Five themes for brand positioning

Rob Meyerson · January 22, 2019

David Aaker on How Brands Are Built

David Aaker got religion on the power of stories

Rob Meyerson · December 10, 2018

Tim Riches builds bridges held up by brand pillars

Rob Meyerson · December 3, 2018

Miriam Stone

Miriam Stone uses the sticky note method

Rob Meyerson · November 26, 2018

Allen Adamson

Allen Adamson thinks Jerry Seinfeld would be a great brand manager

Rob Meyerson · November 19, 2018

Erminio Putignano

Erminio Putignano connects big ideas and tiny details

Rob Meyerson · November 13, 2018

Adam Morgan

Adam Morgan asks clients what they hate most about their category

Rob Meyerson · November 5, 2018

Gareth Kay

Gareth Kay believes brands should show, not just tell

Rob Meyerson · October 29, 2018

Laura Ries

Laura Ries has six brand positioning principles

Rob Meyerson · October 22, 2018

Marty Neumeier

Marty Neumeier wrote a business thriller

Rob Meyerson · October 15, 2018

Wrapping up season one: Tips for the naming process

Rob Meyerson · July 2, 2018

Eli Altman started freelance naming at age sixteen

Rob Meyerson · June 25, 2018

Scott Milano does sprints in the morning

Rob Meyerson · June 18, 2018

Laurel Sutton could talk about linguistics all day

Rob Meyerson · June 11, 2018

Jonathan Bell starts with coffee and a sheet of paper

Rob Meyerson · June 4, 2018

Amanda Peterson considers CamelCase a crime

Rob Meyerson · May 29, 2018

Steven Price says “go,” “maybe,” and “maybe not”

Rob Meyerson · May 21, 2018

Clive Chafer has a wonderful thesaurus

Rob Meyerson · May 14, 2018

Shannon DeJong is a hummingbird and a drill

Rob Meyerson · May 14, 2018

Anthony Shore’s naming partner is a neural network

Rob Meyerson · May 14, 2018

This is_ How Brands Are Built

Rob Meyerson · March 5, 2018

See all podcast episodes

On the blog

Coca-Cola registered trademark symbol

Anatomy of a trademark: International Classes

Perry Gattegno · January 19, 2021

Useful List

Famous brands that share a brand name (Useful List)

How Brands Are Built · January 15, 2021

Time to rebrand

Time to rebrand? Seven signs it’s time to rethink your brand strategy

Jessica Walrack · January 6, 2021

Definition of differentiation

Definition: What is differentiation?

How Brands Are Built · December 24, 2020

Our top content of 2020

Rob Meyerson · December 23, 2020

Coca-Cola billboard

10 ways to promote your new brand

Joshua Sharp · December 16, 2020

Branding trends for 2021 (Best of the Web)

How Brands Are Built · December 14, 2020

Q&A with Jos Harrison of RB

Rob Meyerson · December 14, 2020

Trends

Six brand trends we’re thankful for in 2020

AnnMarie Flamenco · December 10, 2020

Some thoughts about brand personality

Rob Meyerson · December 2, 2020

Definition: What is a brand archetype?

How Brands Are Built · November 19, 2020

Danger Keep Out

How to avoid creating culturally insensitive brand names

Laurel Sutton · November 16, 2020

Jacob Cass of JUST Creative on How Brands Are Built

Q&A with Jacob Cass of JUST Creative

Rob Meyerson · October 5, 2020

Exact dot-com domains

You don’t need that exact dot-com domain

Rob Meyerson · September 28, 2020

Useful List

Summaries of branding books (Useful List)

How Brands Are Built · September 22, 2020

Initialism definition

Definition: What is an initialism?

How Brands Are Built · September 15, 2020

Acronym definition

Definition: What is an acronym?

How Brands Are Built · September 15, 2020

Michael Wintrob Q&A

Q&A with Michael Wintrob, Chief Strategy Officer at LPK

Rob Meyerson · September 14, 2020

Definition: What is a brand essence?

How Brands Are Built · September 9, 2020

Sam Caron Q&A on How Brands Are Built

Q&A with Sam Caron of @thebrandingsam

Rob Meyerson · August 27, 2020

Brand strategy audiobooks (Best of the Web)

How Brands Are Built · August 24, 2020

What is a brand experience? (infographic)

Stuart Harrison · August 10, 2020

Nine

Nine naming lessons I learned the hard way

Alan Brew · June 15, 2020

microphone

Five reasons your company needs sonic branding

David Ciccarelli · June 1, 2020

DeLorean

Five ways to future-proof your company name

Stevie Belchak · May 15, 2020

Empty store shelves during COVID-19 pandemic

Branding in a time of crisis: COVID-19

Rob Meyerson · April 3, 2020

Writing a mission statement

How to perfect your mission statement when rebranding

Meredith Wood · March 23, 2020

Definition: What is an ingredient brand?

How Brands Are Built · March 16, 2020

Two beer bottles at sunset

A plea for exceptionalism

Casey Hill · March 12, 2020

Typewriter

Drumbeat Marketing: Tell your story so much that you annoy yourself

Kyle York · February 19, 2020

Definition: What are brand pillars?

How Brands Are Built · February 9, 2020

Stoplight

How to do preliminary trademark screening on name ideas

Rob Meyerson · January 27, 2020

Definition: What is brand value?

How Brands Are Built · January 21, 2020

Definition: What is brand equity?

How Brands Are Built · January 8, 2020

Pitfall

Pitfalls in the naming process

Rob Meyerson · January 6, 2020

Our top content from 2019

Rob Meyerson · December 30, 2019

Every type of brand name in one simple chart

Rob Meyerson · December 16, 2019

Adult and child holding hands

Walk your talk: Building a more empathetic brand for stronger customer connections

Maria Ross · November 25, 2019

Facebook’s corporate rebrand (Best of the Web)

How Brands Are Built · November 13, 2019

Horizontal lines

David Aaker’s Brand Vision Model and how it works, part two

Rob Meyerson · November 7, 2019

Concentric circles

David Aaker’s Brand Vision Model and how it works, part one

Rob Meyerson · September 24, 2019

Blinded by The: A deep dive into the recent Ohio State University trademark application

Perry Gattegno · August 22, 2019

Emergency Pull - Photo by Jason Leung on Unsplash

Can your brand handle a PR crisis?

David Lasker · August 12, 2019

How to Generate Names ebook cover

A free ebook full of tips on how to generate names

Rob Meyerson · August 5, 2019

Definition of naming approach

Definition: What is a naming approach?

How Brands Are Built · July 26, 2019

Definition of naming construct

Definition: What is a naming construct?

How Brands Are Built · July 25, 2019

Useful List

Podcasts about branding (Useful List)

How Brands Are Built · July 11, 2019

Grid of windows

Marty Neumeier’s Brand Commitment Matrix and how it works

Rob Meyerson · July 8, 2019

Guinness Class

How to win customers with brand-inspired customer experiences

Mitch Duckler · June 24, 2019

Liquid Death

Liquid Death is genius water that doesn’t care about looking smart

Aaron Dunn · June 12, 2019

Rachel Bernard

Branding news roundup: April/May 2019

Rob Meyerson · June 3, 2019

Definition: What is an abstract brand name?

How Brands Are Built · May 28, 2019

Hurricane from space by Nasa

How storms are named, and the benefits of a naming system

Rob Meyerson · May 8, 2019

Kaepernick Nike ad

With great strategy comes great responsibility

Stef Hamerlinck · April 29, 2019

Definition: What is a brand audit?

How Brands Are Built · April 18, 2019

Cans of Monster Energy drink

How to use “negative” brand names to good effect

Mark Skoultchi · April 8, 2019

Useful List

Books about brand naming (Useful List)

How Brands Are Built · April 3, 2019

Pyramid

Brand loyalty and the psychology of love

Kristy Gulsvig · April 1, 2019

Definition: What is a descriptive brand name?

How Brands Are Built · March 19, 2019

Definition: What is a suggestive brand name?

How Brands Are Built · March 19, 2019

Steps to corridor

A seven-step process for brand naming

Rob Meyerson · March 13, 2019

Brand architecture beyond the houses

Rob Meyerson · March 5, 2019

How to Write a Naming Brief by How Brands Are Built

A short guide to creating a naming brief

Rob Meyerson · February 18, 2019

Definition: What is brand experience?

How Brands Are Built · January 30, 2019

How to improve your naming process

Rob Meyerson · January 28, 2019

Definition: What is brand image?

How Brands Are Built · December 27, 2018

Definition: What is brand identity?

How Brands Are Built · December 27, 2018

Polygons

The Brand Identity Prism and how it works

Caileigh Lombard · December 21, 2018

Definition: What is brand strategy?

How Brands Are Built · December 18, 2018

Why do companies rebrand? (Best of the Web)

How Brands Are Built · December 14, 2018

Circles

Oddballs of the trademark family: Collective and certification marks

Perry Gattegno · November 29, 2018

Useful List

Books recommended by branding experts (Useful List)

How Brands Are Built · November 16, 2018

Erminio Putignano

Managing brands in the Trump era: Not for the faint hearted

Erminio Putignano, PUSH Collective · November 13, 2018

Definition: What is brand personality?

How Brands Are Built · November 1, 2018

President Obama

The November name game: Onomastics and elections

Erin Milnes · October 26, 2018

Anthony Shore

Naming an innovation (video)

Anthony Shore · October 3, 2018

Circle R

Ten ways to “trade dress” for success

Perry Gattegno · September 27, 2018

Definition: What is brand positioning?

How Brands Are Built · September 17, 2018

Ten reasons there are so many “X and Y” brand names right now

Erin Milnes · September 11, 2018

I talked to ten of the best brand namers in the world. Here’s what I learned about creativity.

Rob Meyerson · August 29, 2018

What it’s like to be a professional namer (Best of the Web)

How Brands Are Built · August 20, 2018

Six big mistakes to avoid in brand naming

Miriam Stone · August 13, 2018

What’s in a trademark?

Perry Gattegno · August 8, 2018

Definition of trademark

Definition: What is a trademark?

How Brands Are Built · August 6, 2018

Useful List

What makes a great brand name? (Useful List)

How Brands Are Built · July 24, 2018

What to include in a naming brief

Rob Meyerson · July 16, 2018

Interview with Trevor Hubbard of Butchershop

Rob Goodman · July 9, 2018

How to create unique non-profit brands

Marshall Strategy · July 9, 2018

So, you want to do branding?

Drew Letendre · June 21, 2018

Trademarks and the spectrum of distinctiveness, part two

Perry Gattegno · June 15, 2018

Trademarks and the spectrum of distinctiveness, part one

Perry Gattegno · June 14, 2018

Sound symbolism definition

Definition: What is sound symbolism?

How Brands Are Built · May 25, 2018

Useful List

Resources used by professional namers (Useful List)

How Brands Are Built · May 22, 2018

Stars

Taming chaos: A more rigorous approach to interview analysis

Alex Foss · April 24, 2018

How to build more authentic brands with a Lifestyle Lens

Miriam Stone · April 10, 2018

Definition: What is a brand name?

How Brands Are Built · March 9, 2018

Naming guides from naming firms (Best of the Web)

How Brands Are Built · March 7, 2018

Useful List

Brands without their exact domains (Useful List)

How Brands Are Built · February 12, 2018

The importance of brand (Best of the Web)

How Brands Are Built · February 1, 2018

Definition: What is brand architecture?

How Brands Are Built · January 1, 2018

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