What We Do
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...
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...
(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...
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...
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...
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...
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...
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 “__”...
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...
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...
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.
Why Brand Architecture Matters
In our experience, companies that lack a strong brand architecture can only go so far. As an agency, it doesn’t matter how good you are -- if the brand...
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