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 consider. The only filter that matters is the Supports The Positioning filter – all other filters, like "the name needs to be serious" or "it should start with a letter A" are arbitrary, exclusionary, and will lead you into a morass of bad name choices.
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
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 … »»»
Old cliches never die, but they can often be turned inside-out. So while it’s true that a picture might be worth a thousand words, a great name is a word or two that can paint a thousand pictures in the … »»»
What feelings do you want your target audience to associate with your company or product? Do you want them feel that they are creative, “outside the box” individualists (Apple)? Part of a large, connected tribe (Facebook)? Empowered to push themselves … »»»
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»
Great names are born from a specific process approaching science in its rigor, but the result is pure art. From competitive analysis to brand strategy, positioning, name development, trademark prescreening, linguistic connotation screening, name evaluation and adoption, there’s much more … »»»