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
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
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
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
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
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
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
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
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
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
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
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
