When companies ask my advice on brand renaming, my answer is typically to avoid change as much as possible. Consistency is so important to building a strong brand over time, and repetition is key to consistency. Right about when we’re getting sick of repeating our brand name is when our customers finally start to remember […]
Table of contents Skip to a section in the ultimate guide to brand naming: Why brand names are important What makes a good/bad brand name? Types of brand names The brand naming process The naming brief How to generate name ideas Trademark prescreening Domain names How to present brand names Books about brand naming Websites […]
About once a month, I publish a newsletter with branding news, featured blog posts, examples of great branding work and interesting images, and branding tips and tools. If you’re not already getting the newsletter, sign up here. The most recent newsletter—from March 2022—featured the six stories below. Brands are responding to Russia’s invasion of Ukraine […]
Here we go again. It’s already the end of 2021, which means it’s time to dig into the web analytics and stats and compile lists of “top content” from the year. These lists contain the year’s most viewed posts and most listened-to podcast episodes. It excludes any blog posts or podcast episodes from prior to […]
With the end of the year in sight, I thought it would be interesting to look back on some of the best brand name changes of 2021 (and, while I’m at it, the worst name changes of 2021). Rather than simply provide my own opinion—although I’ll share a bit of that, too—I decided to use […]
To help me prepare for a naming course I’m creating for Domestika, the online learning platform was kind enough to provide free access to a handful of their existing courses, including one titled “Naming: The Art of Name Creation.” This naming course is about two hours long, broken up over 11 lessons (each video-based lesson […]
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
There are a growing number of new brands emerging in just about every industry you can think of, and it’s more important than ever to know about your options to protect your brand. In the digital era, where virtually everything is accessible online, taking hold of your intellectual ownership can be quite strategic. This post […]
A few months back, I was sitting at my kitchen table and noticed something about the Oxo logo on a napkin holder: It’s the same backwards and forwards, and upside-down—an ambigram logo. What are some other symmetrical names and logos, I wondered. Wait, what’s an ambigram? According to Wiktionary, an ambigram is “a design […]
A metonym is the name of one thing used as the name of some other, related thing, such as “The White House” used to refer to the president and his/her team.
Definition of cacography: a deliberate misspelling, often silly or comical. Examples of cacography in brand names include Froot Loops and Krispy Kreme.
Two famous brands that share a single brand name? Impossible, right? Surely, trademark law would prevent one company or product from stealing the brand name of another. But it happens all the time. Two brands can easily use the same name when they’re using it for different goods and services, thereby reducing the likelihood of […]