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
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 … »»»
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 … »»»
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 … »»»
Stories are how we connect with each other, and how people become emotionally engaged with brands. Successful brands tell the most and the most compelling stories. Since your name is the face of your brand, names that tell stories are … »»»
When a successful brand has years of positive history and stories behind it, that is known as brand equity, which is something to be treasured and nurtured. But if a brand has been struggling, has grown tired, or has been … »»»