Some Words About Words

Why A Name Is Worth Your Time

As small business owners, we know what it’s like to be resource-constrained. And we understand that when trying to build a business, it’s important to... Continue Reading

Brand Names and Brand Equity

  Brand equity is built over time, and as a result, it frequently comes up as a reason NOT to re-name a company. While the value of the current name should... Continue Reading

Coined Names: Gud, Badd, & Ugh-ly

First, a definition: a coined name is a newly created word, used as a name. Popular examples include Xerox, Hulu, and Oreo. A coined name is distinct from a... Continue Reading

(Almost) Everything You Need To Know About Naming Your Company Or Product

    Below, we lay out the pros, cons, and costs associated with every way you could tackle this naming project - and provide additional resources and... Continue Reading

How To Save Time And Money By Pre-Screening Names

It can be difficult to “move on” when the team has fallen in love with a name which later fails to clear trademark testing. In fact, it usually means you... Continue Reading

When Your Client Needs Professional Help (Naming)

As an IP attorney, you’re not a naming or branding expert. That is not your job. You did not go to law school to help people come up with names, or to learn... Continue Reading

Helping Clients Think Ahead

One of the most common reasons a company is forced to embark on a messy renaming or rebranding project has to do with a lack of foresight. This is completely... Continue Reading

My Agency Says They Can Create Names

You may not realize it, but your agency likely employs freelancers, and if you ask them to name something for you, odds are pretty good that they’ll come to... Continue Reading

How To Help Clients Move On

It’s bound to happen -- a name fails to clear the trademark search, and the client doesn’t want to give it up. Surely there’s another way? What if I add “__”... Continue Reading

How To Help Your Clients Be Brave (Not Stupid)

While we’ve talked about the importance of being able to sell a name, and touched on the fact that most great names aren’t the most comfortable ones, at... Continue Reading

How To Steer Clients Away From A Name That Is Likely To Fail Trademark Screening

When you’ve been naming for as long as we have, you have a pretty good sense for which names are not going to have a snowball’s chance in court of making it... Continue Reading

How To Talk A Founder Out Of Naming Their Startup Something Terrible

There’s not a Unicorn out there with a less-than-Unicorn-worthy name. Continue Reading