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, and I started to gain insights into each agency’s process for brand naming. I’ve since lived […]
shortlisting
How to improve your naming process
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 […]
