What We Do
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...
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...
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...
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....
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...
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...
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...
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.
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....
How To Avoid Naming Heartbreak
“The names everyone likes aren’t available… and no one likes the names that are available”.
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...
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”?
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