A Naming Process for Big Teams
In large companies, the hardest part of naming isn’t generating options — it’s agreeing on what the name needs to accomplish. A framework for building better naming briefs.
How Long Should a Brand Name Be?
Short brand names are often preferred, but longer names can create stronger meaning and identity. Here’s when length helps — and when it hurts.
6 Great Product Names on the Shelf (and Why They Work)
In a crowded food market where thousands of products launch every year, the right name can quietly do the storytelling. Here are six brands that get it exactly right.
The Right Name Changes Everything
A self-help book called Open When reveals something important about brand naming: the strongest names don’t just label a product, they express the concept behind it.
Coining a Name: How to Kleenex-ify Your Product
Some product names go beyond branding and become the word people use for the category itself. Here are the patterns behind those rare “coined” names.
Bad Brand Names: 5 Mistakes That Hurt Memorability
A recent shopping experience reminded me how easily a weak brand name can disappear from memory — even when the product itself is great. Here are a few of the most common naming mistakes that make brands harder to remember, recommend, and grow.