Blog Archives

The Name Game: How Words Can Make or Break Your Product’s Future.

Imagine you’re a contestant on a game show, standing before a dizzying wall of products. The clock ticks. The pressure mounts. You have one shot to grab the winning item. How do you choose? Amidst the flashy packaging and bold

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Posted in Branding, International Naming, Name Origins, Naming Education, Naming News, Uncategorized

Taking a naming seat in the consumer realm

From high tech to consumer naming many people need help with their naming problems for cool products

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Posted in Branding, Consumer Goods, Industrial Products Naming, International Naming, Naming News, Retail, Technology Names, Uncategorized

Great Naming/Branding trick for local businesses

Yesterday I learned a great way to help position and brand a small local business. Not often a plumbing company can teach this old namiac such a trick – but look closely at this picture of All Star Plumbing’s old

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Our agency recognition in 2021

We have been recognized by the industry for our naming prowess on three separate occasions in 2021. Firstly, Athol was consulted and quoted in a Crunchbase article on naming trends. Secondly, we were voted on the top branding agencies in

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Why Great Branding Relies on Great Leadership

And How You Can Become That Leader A great brand is more than just a distinguishable design—it’s a strategy that makes your company stand out. Case in point: successful business brands are able to establish their credibility, connect with the

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Why Businesses Need Consultants

Businesses need consultants almost as much as they need employees. Consultants serve an important purpose. They use their skills, knowledge, and experience to provide specialized solutions in a wide variety of areas from human resources to digital marketing. Entrepreneurs typically

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Posted in Industrial Products Naming, International Naming, Naming Education, Uncategorized

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

Brighter Naming anointed as a leading SMB naming firm, 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

New .Partners domain should be fun

Well those new gTLD domains are starting to rollout and I can’t wait to see how creative people are use them. While being promoted for business entities that are actual partnerships, as are common in the legal, accounting, medical, consulting,

Posted in Branding, Domain Names, Naming Education, Naming News, Naming Resources, Trademarks, Uncategorized

The Name Game: Searchable, Clickable Titles

In the sea of content that is the Internet, bloggers are constantly looking for the edge that will distinguish their work. Title writing is an unappreciated, undervalued skill in the modern marketplace. Without a compelling title, great content often floats

Posted in Naming Education, Naming News, Naming Resources, Uncategorized

Recent Naming Articles

Brand insider articles from an experienced marketing team.

Mar 2023: Pricing your naming project

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