TNG is a specialized naming consultancy operating at the intersection of brand strategy, organizational psychology, and language. We work with brands at every stage — from startups naming their first product to global enterprises building the systems that govern how they name at scale — bringing the strategic rigor and facilitation expertise that turns naming from an amorphous creative challenge into a precise competitive advantage.
Still interested in naming after all these years. With 20 years of experience running global creative agencies, Nina has led naming for Procter & Gamble, HP, GM, Target, PUMA, Frito-Lay, and Dow Jones, among others. Nina has been published nationally, appeared on television, and presented at conferences on naming across the country.
John Elliott
Head of Strategy
Speaks 10 languages, poorly, including English. John is an award-winning linguistics researcher who has developed naming strategy and architecture design for global leaders in tech, automotive, CPG, hospitality, and medical devices. His specialty, built from years of experience in different languages, cultures, industries, and fields of study, is having lots of different ways to say the same thing.
Elaine Smith
Account Director
One part task-master, five parts business strategy. Elaine is a 25-year account and project management veteran with a career that spans branding, design and advertising agencies big and small. Elaine is a strong client partner and somehow always makes sure we are all doing what we’re supposed to be doing.
Liz Castleman
Naming Lead
Liz is a true naming master. Creator of names you know and love like Thinx and Avelo Airlines, Liz has been developing brand names and naming strategies for 20 years. Her deep expertise in linguistics and sound symbolism has put her on the naming teams behind iconic names across every industry from pharma to CPG. She has led more than 100 naming engagements for clients including Nestlé, Novartis, Amex, and Target.
Trevor Caudle
Trademark Counsel
The man behind the screen. Over the course of a 20-plus-year legal career, Trevor has developed a truly useful methodology for preliminary trademark screening that allows more robust results and enables us to make better naming decisions and keep more options open for our clients. From tech startups to public relations firms to restaurants, Trevor has done it all.
testimonials
“The Naming Group is fantastic. They’ve been a great asset to us. The names have tested unbelievably… We do naming around the world and we’re doing well.”
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Chief Marketing Officer, General Motors
“It has been wonderful working with you and your team. Thank you for everything. We have changed the way we name!”
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Associate Communications Manager, Kohler
“A coworker stopped me in the hallway last week and mentioned how helpful your naming work has been. She is directly responsible for naming products, so it was nice to hear that our work is being put to good use!”
