Beyond merely creating names, The Naming Group strives to create a deeper understanding of the naming opportunity, helping our partners use brand names to more effectively advance brand meaning.
It begins with an appreciation of the many opportunities - and threats - inherent in the naming process. Our growing collection of resources is a great starting point.
Our insights and observations on brand names and naming strategy, corporate namescapes, and the naming industry. GO TO BLOG
White Papers by The Naming Group
Mind the Namescape
An introduction to the concept of the namescape, the opportunity it represents, and how to develop a smart namescape strategy. READ ONLINE | DOWNLOAD PDF
Brandwide Naming Guidelines: The Missing Section of Every Brand Handbook
A breakdown of the naming-specific guidelines that every brand should develop and implement to seize the naming opportunity. READ ONLINE | DOWNLOAD PDF
Suggestive Names: Debunking the Myth that Descriptive=Easier
Perhaps the biggest myth surrounding naming: that literally descriptive names are easier (read: less expensive) to introduce and support. We explore the power of less descriptive, but more evocative and memorable, "suggestive" names - and how they often represent a brand's greatest opportunity to stand out. READ ONLINE | DOWNLOAD PDF
7 Principles of Name Decisioning
A high-level look at the most important factors to guide your decisioning process. Don’t choose a name without it. READ ONLINE | DOWNLOAD PDF
What Defines A Successful Name?
A look at what makes a name “good” or “bad” and the inherent opportunity that defines every naming process. READ ONLINE | DOWNLOAD PDF
Links and External Resources
“Instinct as Enemy”
Naming expert Anthony Shore’s look at human nature, our inherent bias against newness, and the naming implications.
READ ARTICLE
“Florida Red or Moody Blue”
A Wharton Study investigates the power of unexpected names in driving emotional responses. READ ARTICLE
“Strategic Conclusions vs. Strategic Ideas: The Failure Of 'Marketing Science'”
Branding expert Bruce Tait’s look at the risk consumer research poses to originality.
READ ARTICLE
