Everyone wants to build a big brand (go big or go home, right?), but few marketers actually manage to do it. For every McDonalds, Coca-Cola, and Apple, there are millions of smaller startups and brands that pass through the murky waters of fame and fortune before silently sinking into obscurity. Building a big brand is […]
Definition of brand archetype (What is a brand archetype?)
A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
You don’t need that exact dot-com domain
Read through a list of “tips for naming your company,” and, almost without fail, one piece of advice will revolve around ensuring the exact dot-com domain name is available. For example, the fourth of “12 Tips For Naming Your Startup Business“ in Forbes is “Get the .com domain name.” This advice comes from an executive […]
Branding in a time of crisis: COVID-19
A government criticized for failing to convey the magnitude of the threat. A populace underestimating its personal risk. Tens of thousands dead. No, I’m not referring to the COVID-19 pandemic. I’m thinking back to the 2011 tsunami in Japan—a catastrophic event so powerful it could be “heard” from space, moved Japan’s main island by eight feet, […]
I talked to ten of the best brand namers in the world. Here’s what I learned about creativity.
A few months back, at an overpriced San Francisco juice shop, I met up with a woman interested in becoming a professional namer. After 10+ years in the naming world, I’d had this conversation before. When people hear I’m a namer, their response is often some combination of, “That’s a job?” and “I think I’d […]
What it’s like to be a professional namer (Best of the Web)
“Professional namer.” Yes, it’s a real job. In case you’ve ever been curious what it’s like to do this job, we’ve pulled some of the web’s best articles by and/or about namers and the wonderful, weird world of brand naming.
Resources used by professional namers (Useful List)
Namers are increasingly finding that online tools and software—as an augmentation or replacement for offline tools—provide new capabilities and make the more efficient. Here’s a list, which we’ll update periodically, of online tools and software used by professional namers.
