We talk a lot about brand positioning and how important it is, so let’s define our terms. Simply put, the positioning of a brand is the set of core messages the brand demonstrates to the world, through tone, personality, emotion and narrative. So a better way to think about your task is in these terms: you are not naming a company or product – you are instead naming the positioning of a company or product. Once you determine the brand positioning, only consider names that map strongly to that positioning. In fact, any names you consider must support the brand positioning in order to be successful.
What is the Manifesto?
The Naming & Branding Manifesto is a live, ongoing exploration of Zinzin's philosophy of naming and branding, presented here with the latest Manifesto bites at the top.
Get the Manifesto PDF
On our Downloads page, you can get The Naming & Branding Manifesto PDF, which is in chronological order, or the standard naming guide, which includes The Manifesto.
5 Random Manifesti
Clients often say to us that they got stuck when trying to name a company or product themselves because they are “not creative enough.” We tell them, no, you are just as creative as us or anyone else, but your … »»»
The greatest brands are emotionally engaging, thought-provoking, absolutely original and tend to upend industries. They are not me-too wannabes, struggling to get a word in edgewise. Rather, they own the conversation in their market. This kind of dominance is what … »»»
If the perfect name for your product is “Blue,” but you have a naming convention that only considers geometric shapes and sounds, not colors, then you have an arbitrary filter in place that is limiting the names you can even … »»»
T.S. Eliot wrote that the world will end with a whimper, not a bang. Perhaps. But it began most evocatively with a Big Bang. Did the Big Bang know itself by that name as it was happening? Doubtful – the … »»»
If your name is different for the sake of being different or extreme in any way just for the sake of being extreme, then it is doomed. The most powerful names are those that best support the brand positioning, no … »»»