It’s a very simple calculus: if your competitors are all doing the same thing, then you will stand out if you do something different. And the first and most visible point of differentiation is with your name. That’s why every naming project should begin with a thorough understanding of the competitive landscape. Look for all the obvious and subtle ways in which your competitors do and say the same thing, and then find a new, uncharted place to plant your flag.
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
It’s a very simple calculus: if your competitors are all doing the same thing, then you will stand out if you do something different. And the first and most visible point of differentiation is with your name. That’s why every … »»»
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 … »»»
Consulting a thesaurus is the first stop on the naming train for most people, who think that finding the right synonym will lead to the perfect name. It won’t, because it’s already been done to death. Go deep instead – … »»»
Language is the fruit fly’s view of evolution – rapid change, mutation, morphogenesis. It is capable of being influenced, molded, formed, deformed and reformed before our eyes and ears. It is a mutant made to be torn asunder and reconfigured. … »»»
Many a troubled naming project began with a brainstorming session, but it’s possible to do brainstorming right and add value to your naming process. Use this opportunity to get outside of yourself and hear divergent opinions; avoid being restricted by … »»»