Blog Archives

Backwards Branding

Traditionally when big marketing teams get together to create a new brand for a new product, service or company, they start with their positioning, value proposition, target market, draft messaging, etc. Then they start a search for a name that

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Posted in Branding, Consumer Goods, Domain Names, International Naming, Naming Resources, Retail, Sustainable Brand Names, Trademarks

A slogan inspires and focuses the team

As an adjunct to naming, taglines and slogans are an important component for positioning a company or product line. The magic though is they need to be short and sweet and specific. If they are also clever, humorous or have

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Posted in Branding, Naming Resources, Slogans/Taglines, Trademarks

A good name generator finally steps up

Many, many years ago I saw how two top naming agencies were doing their work and immediately thought to myself, being an ex-techy, I can do better! I thought it was like the chess problem – with enough time and

Posted in Branding, Domain Names, Industrial Products Naming, Name Origins, Naming News, Naming Resources, Trademarks

The Top 10 Brighter Naming Differences

Top 10 ways we provide a different level of support for any of your naming projects: We are marketeers first and namers second. We have a rich technical, scientific, industrial and financial background. We are very international with team members

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Posted in Biotech Naming, Branding, Consumer Goods, Domain Names, Drinks, Food Names, Hospitality & Travel, Industrial Products Naming, International Naming, Name Changes, Naming Education, Naming News, Naming Resources, Retail, Space Technology, Sports Naming, Sustainable Brand Names, Technology Names, Trademarks, Wine Names

The 2 most important factors when naming a product or service

If you have tried naming a new product line or service offering, especially in a big company, then you know what a challenge it can be. Who is in charge? Who makes the final decision? What name style do you

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Posted in Biotech Naming, Branding, Consumer Goods, Domain Names, Industrial Products Naming, International Naming, Name Origins, Naming News, Naming Resources, Sustainable Brand Names, Technology Names, Trademarks

What does a naming agency cost?

Years ago when I was researching naming agencies and what they charge, I went to that awesome fountain of knowledge, Wikipedia and looked up Naming Firms (as they call them). Immediately I saw it was dominated by the big guys

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Posted in Branding, Domain Names, International Naming, Naming News, Naming Resources, Trademarks

Trademarks can last a long, long time thanks to Mickey Mouse

When people ask me how long a registered trademark is good for, my glib reply is often “How old is Mickey Mouse?” Unlike patents, which typically expire after 17 years or so, trademarks can be renewed every few years. How

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Posted in Branding, Consumer Goods, International Naming, Naming Education, Naming News, Naming Resources, Retail, Sustainable Brand Names, Trademarks

Even AARP supports trademarking

In a recent article, AARP News wrote about elderly people still having time to come up with million dollar inventions. And yes, of course, they talked about patents – and often how unlikely that would be. But in a sidebar

Posted in Branding, Naming Education, Naming News, Naming Resources, Trademarks

Why you need to register your trademark

A lawyer once made it very clear to me. He said if you ever have a dispute over a name, and you end up in court, then the party with the registered trademark stands up and says: “Judge, I have

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Posted in Biotech Naming, Branding, Industrial Products Naming, Name Origins, Naming Education, Naming News, Naming Resources, Technology Names, Trademarks

How to select a naming agency.

How to select a Naming Agency Before you can select a naming agency it is prudent to understand what kind of agencies and consultants are out there. They fall into 4 broad categories: 1.    Big Company Full Service Agencies:  These

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Posted in Branding, Consumer Goods, Name Origins, Naming Education, Naming News, Naming Resources, Trademarks

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