Some Words About Words

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

(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

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 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

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 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

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

Naming Themes

McDonalds does it. Apple does it. So, naming themes must be a good thing. Right? We’ll play it safe – and say “it depends.” McDonald’s naming theme is great.... Continue Reading

No, We Don't Create Brands

When asked by a prospective client how we’re different, I might respond by listing what we don’t do. This is a little odd in a pitch situation – generally,... Continue Reading

Why You Need A Namer

  At the end of the day, truly great names are going to come from truly great namers. Don’t be frustrated if your design team and copywriting team struggle... Continue Reading