Some Words About Words

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... Continue Reading

How To Tell A Client They Can't Have The ONE Name They Really, Really Want

Not unlike the famed “compliment sandwich” - compliment, constructive criticism, compliment - if you're an IP attorney, it can be helpful to deliver the “bad... Continue Reading

Why It's Important To Know How To Sell A Name

It’s not enough just to come up with a good name; you also need to know how to sell it. Very often, the best names are not the “safe” ones; they’ve got to be... Continue Reading

The Naming Standoff

When naming a new product, there is not infrequently a “product vs. marketing” clash. This “debate” stems from well intended, yet differing motivations.... Continue Reading

How To Get Your Naming Project Across The Finish Line

Believe it or not, having too much time probably derails as many naming projects as not having enough time does. The problem is simply motivation – lacking a... Continue Reading

Help! I Need A Name ASAP

It’s not uncommon for a “rush” naming job to come our way. Up against deadlines, the pressure is on to find the perfect name - in a hurry. While we do our... Continue Reading

How to Assemble a Naming Task Force

When it is determined that an offering is to be named, the first step should be establishing a core team – the four to six individuals charged with running... Continue Reading

How To Know When It's Time To Invest In Branding

We understand that in the beginning, it’s all about the product. Product-market fit, product development, product product product. Continue Reading

Authentic Communication

Authenticity has always been a cornerstone of brand development, and it’s only going to get more important. There’s a reason your customers like your brand.... Continue Reading

How To Avoid Naming Heartbreak

“The names everyone likes aren’t available… and no one likes the names that are available”.  Continue Reading

Strike A Pose(ition)

A brand’s position is not how the company sees itself or the way it goes to market or pitches to clients and investors. A brand’s position is the space it... Continue Reading

How To Find A Name

Think back to the last house you bought. Did you call your real estate agent and say “We need a house… can you show us a few”?  Continue Reading