There's a third way to name—not just gut instinct, not just big data, but principled, objective judgment.

If the Ben & Jerry’s brand is all about making “the best possible ice cream in the nicest possible way”, how does this vision translate to the way they name their products?

An open letter to CMOs, addressing the common 
high-level pitfalls that can derail the corporate 
naming process – and how to reverse the trend.

A look at what makes a name “good” or “bad” 
and the inherent opportunity that defines every 
naming process.

Perhaps the biggest myth surrounding naming: that literally descriptive names are easier (read: less expensive) to introduce and support.

A high-level look at the most important factors to guide your decisioning process. Don’t choose a name without it.

A piece we wrote for the ABA Bank Marketing Association. As customers increasingly expect lifestyle-supportive relationships with their banks, the industry needs to adopt more conversational product names that spark emotional connections.

Naming has always been about human feeling and processing… that’s changing.