A naming approach is how a brand name connects to qualities or ideas related to the underlying brand (e.g., descriptive names, suggestive names, abstract names).
A naming construct is how a brand name is structured (e.g., real-word names, coined names, compound names).
An abstract brand name is a brand name with no apparent connection to the underlying brand.
A descriptive brand name is a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).
I worked on my first naming assignment about 15 years ago at Interbrand San Francisco. I liked it so much that after leaving Interbrand, I decided to start moonlighting as a freelance namer for agencies all over the world. I’ve since lived and worked in Asia, eventually returning to Interbrand San Francisco as director of […]
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 […]
How to write a naming brief; a list of what to include