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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.

The Naming Group Blog

Our insights and observations on brand names and naming strategy, corporate namescapes, and the naming industry.
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Articles 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.
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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.
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Dear CMO
An open letter to CMOs, addressing the common high-level pitfalls that can derail the corporate naming process - and how to reverse the trend.
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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.
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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.
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What Defines A Successful Name?
A look at what makes a name “good” or “bad” and the inherent opportunity that defines every naming process.
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Bank Marketing Magazine

“Don't Give Your Products a Bad Name”

Director of Strategy Jake Hancock's article in the Oct 2012 issue of ABA Bank Marketing Magazine takes a look at the common mistakes – and unrealized opportunities – of naming products in the financial space.
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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.
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“How to Brand a Next-Generation Product”
A Harvard Business Review article takes an empirical look at consumer responses to different approaches in naming sequential product versions.
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“Florida Red or Moody Blue”
A Wharton Study investigates the power of unexpected names in driving emotional responses.
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“Strategic Conclusions vs. Strategic Ideas: The Failure Of 'Marketing Science'”
Branding expert Bruce Tait’s look at the risk consumer research poses to originality.
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“Naming: A High Stakes Game”
A nice overview of the naming opportunity, and how research can fit into (or muddy) the picture.
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The Naming Group in the Media


Betting on a Filthy Name to Bring Home the Bacon
Bloomberg Businessweek – November 29, 2012




Joel Ewanick, GM's Global Chief Marketing Officer, discusses The Naming Group's work on the Chevrolet namescape on Autoline After Hours.
Watch this clip to hear what he has to say about naming Sonic and Spin and what it's like to work with us.

July 20, 2012
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Nina Beckhardt, President + Founder, featured in Forbes:
How I Use My Youth To Win Big Business
Forbes – June, 2012




Watch President + Founder Nina Beckhardt's latest appearance on Autoline with John McElroy.
This time, they discuss what goes into a great car name, and some of the best (and worst) all-time examples.

Broadcast live from NYC's famous Katz's Deli in honor of the NY Auto Show, April 5, 2012
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Kraft’s Name Change to Mondelez Leaves Experts Guessing

Bloomberg – March, 2012

Press Release: The Naming Group and Endmark Announce Strategic Transatlantic Partnership
- March, 2012 - [PDF] - [Visit Endmark.de]

Naming Rights ... And Wrongs

Washington Business Journal – February, 2012

What's in a Name? Fantasy Influences Vehicle Names [PDF]

Ambassador Mag feature – February, 2012

How to Find the Best Name for Your Biz

January, 2012

From Unemployment to Startup

September, 2011


Label Maker
June, 2011


Beware, Ninjas, of How You Name Yourself Online

April, 2011


The Name Game: FLATT Magazine Interview and Photoshoot with CEO Nina Beckhardt [PDF]

January, 2011

Naming Chevrolet Sonic: Think of a Hedgehog on Wheels

January, 2011

Should You Name Your Startup After a Meme?

January, 2011

Chevrolet Selects The Naming Group for All-New Small Car Project

January, 2011

Name Games: 10 Famous Battles Over Corporate Trademarks

October, 2010

Are All the Good Tech-Company Names Taken?

October, 2010

And Now, The Tricky Part: Naming Your Business

June, 2010

HOW TO: Pick the Perfect Name for Your Startup

May, 2010

The Best (and Worst) Business Names

May, 2010


Alphabet Soup: The Art and Science of Vehicle Naming (video)



September, 2009

 


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