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
The way we write and speak today would have made people living in the 17th century, never mind Neanderthals, think us aliens from a far off galaxy. Things change, culture changes, languages are born and die, names come and go … »»»
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 … »»»
When naming, it never works to act out of fear. If you want to blend in with the competition and go unnoticed by the public at large, that’s easy enough to achieve. But if you are positioning your company as … »»»
While there are definitely parts of a naming project that can be hard, challenging work – trademark screening, due-diligence research, linguistic connotation screening, domain checking, etc. – the actual name generation, discussion and deliberation should be engaging, thought-provoking, cathartic, stimulating, … »»»
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 … »»»