Blog Archives

A Tribute to James Burke

Those of you old enough to have watched television in the 1980s may remember James Burke, host and driving force behind my all-time favorite science documentary series, Connections. In each episode, Burke would start with some scientific advancement, show how

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Posted in Branding, Consumer Goods, International Naming, Naming Education, Naming News, Strange Names, Technology Names, Trademarks, Transportation

“I Think, Therefore I Yam…”

“…what I yam.” (A.k.a. “The Descartes-Fleischer Hypothesis of Reflexive Consciousness”) Let’s start this post with a Brighter Naming PSA: give blood! Both Athol and I are blood donors, and occasionally run into each other when the bloodmobile shows up. In

Posted in Branding, Consumer Goods, Food Names, Name Origins, Trademarks

How to Make Your Brand Image Consistent Across All Channels

In today’s world, competition for customers has become increasingly fierce throughout all industries.Branding is the key to differentiating your company from your competition. All good brands are built through the regular delivery of their brand promise. It is this consistency

Posted in Branding, Domain Names, International Naming, Naming Education, Sustainable Brand Names, Trademarks

“‘Amish’? I thought you said ‘Hamish’…”

In my previous post, I noted an example of a name that is so bad that it has a reverse psychology effect of leading people to think the product itself must be very good. My example was Hellman’s mayonnaise. Athol

Posted in Branding, Drinks, Food Names, International Naming, Rotten Names, Strange Names

Name of the Week – Mail Chimp

For a long time I have wondered how Mail Chimp grew so big so quickly, despite some formidable competitors like Constant Contact, Vertical Response or emailforce.io. The more I looked at it the more it seemed to me they did

Posted in Branding, Domain Names, Name Changes, Naming News, Strange Names, Trademarks

Name of the Week – Hello Sunshine

Many years ago I started my first iteration of Name of the Week when I learned that search engines wanted fresh content regularly to maintain your SEO score. And this was long before blogging and social media existed, let alone

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Posted in Branding, Consumer Goods, Domain Names, Sustainable Brand Names, Trademarks

What a great name – Hint

Sometimes you come across a name that is so simple and elegant you just have to ask why didn’t I think of that? And how the heck was the reg TM still available? And you won’t get a better example

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Posted in Branding, Consumer Goods, Drinks, Trademarks

Best Western – very disappointing brand identity makeover

It has been a few months since I made my long road cross country trip so I have had time to cool off and consider my position on the logo and image makeover of the Best Western chain of lodges.

Posted in Branding, Consumer Goods, Hospitality & Travel, Name Changes, Rotten Names, Uncategorized

It takes some spunk to name your company Splunk.

When I first heard the name Splunk® I thought how cool a name it was. Surely one of those new mobile apps for and by millennials. No, rather it is the name of a back end data server and privacy

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Posted in Branding, Domain Names, Name Origins, Naming Education, Naming News, Technology Names, Trademarks

Inside Steve’s Brain quotes me at length about iPod name

It only took 10 years, but finally a good friend called me and said “Athol, do you know you are quoted in one of Steve Job’s biographies?” Well, yes indeed, Inside Steve’s Brain by Leander Kahney has recently been expanded

Posted in Branding, Consumer Goods, Name Origins, Naming News, Technology Names

Naming Articles

New brand insider articles from an experienced marketing team. Learn all the basics of naming, branding and trademark registration from these free reports:

Mar 2019:The Power and Value of a Trademark

Jan 2019:4 common branding mistakes

Oct 2018: You named it What?

July 2018: Sample processes from leading consultants

June 2018: 10 steps to develop a process

August 2016: How to select a naming agency.

July 2016: How to get International Trademark protection.

March 2016: You received a cease and desist letter. Now what?

May 2015: How can one product line have many trademarks?

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See his industry naming commentary (where he takes a critical look at names) via the blog on this site