Blog Archives

Harbor Freight is a fine name for a tool company

It is only now that I go to write this posting that I notice the full name of Harbor Freight is actually Harbor Freight Tools. So it doesn’t sound like a freight company after all for the few of us

Posted in Branding, Consumer Goods, Domain Names, Industrial Products Naming, Name Changes, Name Origins, Naming News, Trademarks

A123 Systems – Superb technology…any old name will do?

Many an executive has said (or at least thought) that any old name will do since they have such great technology or such a great solution, or even such a great sales force? But what happens when you grow up?

Posted in Branding, Industrial Products Naming, Rotten Names

Brighter Naming anointed as a leading SMB naming firm

Clutch.co, the research firm that specializes in providing information on the top design, development and marketing firms, has selected us as a leading naming agency.  This is a great honor for our service related business that itself is a Small/Medium

Posted in Branding, Industrial Products Naming, Naming News, Naming Resources, Technology Names, Trademarks, Uncategorized

Enjoying the new Castrol Edge

I have often told people working for a company, that if they didn’t like the name or logo, there were only 3 choices available to them: Organize a program to evaluate and change it Live up to it Quit Usually

Posted in Branding, Consumer Goods, Industrial Products Naming, Name Changes, Naming News, Sports Naming

Naming Articles

Brand insider articles from an experienced marketing team.

Oct 2021: The devil is in the trademark details

Mar 2019:The Power and Value of a Trademark

Jan 2019:4 common branding mistakes

Oct 2018: You named it What?

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