Search online for “what makes a great brand name” and you’ll find plenty of strong opinions. We’ve compiled and organized a list based on articles, agency blog posts, naming guides, and even books about naming. We’ll update this periodically, if new items or sources are found.
In my experience, brand consultants are a contrarian lot. We agree on very little, right down to the best definition of “brand.” The high-level naming process, however, may be a rare point of consensus: create a brief, generate ideas (often hundreds), shortlist, prescreen, and present. If necessary, repeat. But as any home chef will tell […]
Sound symbolism is the theory that speech sounds have intrinsic meaning.
A brand name is one or more words used to identify a brand.