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The Naming Group brings together an eclectic and international team of linguists, strategists, IP attorneys, professional namers and industry experts – custom assigned to each engagement.

Every client relationship is spearheaded by our leadership, Nina Beckhardt and Jake Hancock, whose deep naming expertise helps translate a diversity of insights into smart naming plans.

Nina Beckhardt | President & Creative Director

Nina Beckhardt | President & Creative Director Nina Beckhardt | President & Creative Director

Nina Beckhardt | Founder & President

Nina founded The Naming Group upon the belief that naming is an all-too-often neglected opportunity to advance a brand vision. She channels the entrepreneurial spirit that built this agency into every partnership, challenging clients to think of naming – and the naming industry – in innovative ways.

She is obsessed with three things: words, brands and people. A self-described creative solutionist, Nina infuses every strategic relationship with her passion for creative branding and helping corporations make smarter choices. And her extensive knowledge of Latin, Spanish, and sound symbolism helps brands translate big-picture vision into savvy articulations. Her razor-sharp Scrabble skills don't hurt either.

Nina has led naming projects for Procter & Gamble, GM, Target, PUMA, Capital One, EPSON, and Dow Jones and ConAgra. A recognized authority on brand naming, Nina has been published nationally, appeared on the Emmy Award-winning television show, Autoline Detroit, and has presented on naming innovation in corporate boardrooms and at the FutureTrends conference. Before founding The Naming Group, Nina was President/Creative Director of Namebase.

+ More about speaking engagements with Nina

Jake Hancock | Creative Strategist & Naming Director

Jake Hancock | Creative Strategist & Naming Director

Jake Hancock | Director of Strategy

Jake got his start in naming at Namebase, developing strategy for a range of mega-clients, including Tyson, Kia, Suzuki, Unilever, Quaker Oats, and LG. Before joining The Naming Group, he spent several years in the advertising world, working for LevLane, a full-service agency in Philadelphia and as a creative consultant on naming projects for Target, ConAgra, and Southwest Airlines to drop a few names...

You can think of Jake's role at The Naming Group as a naming strategy cartographer. He plots the strategy behind names - counseling clients on how naming can be used to hone their brand’s direction - before even thinking about what the names themselves should be.

He's an avid road-tripper, crossword puzzler, pun dropper, and (fantasy) baseball player. But his personal pursuits are most heavily focused on expanding the (fantasy) vocabulary of his labradoodle pup.

Join The Naming Group

Become a naming professional. We're always looking for naming talent, which we've found can come from any background. Interested in what we do? Learn more about employment with the Naming Group.

Become an agency ally. Given our narrow focus on naming, The Naming Group routinely partners with up- and down-stream agencies, from research and innovation to design, digital, and full-service branding and advertising firms. If you share our vision for the powerful role of naming in the process of brand development, we'd love to work with you.




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