10 Lessons from the Front Lines of Naming

By Alan Brew

Naming in business today requires a new level of creativity and ingenuity. The secret is not in the process. Every naming company has a process. The key to successful naming lies in how the mind works and how people process language. If the power of a brand is its familiarity, the challenge of a new name is its unfamiliarity. People react viscerally to the new and different. Its strangeness is challenging. Helping them to overcome their gut response and see the beauty and potential of an unusual or challenging name candidate – the next “Uber,” maybe – is where magic lies. If you are about to embark on a naming initiative, we offer these 10 naming “truths” gleaned from hard experience and years of success.