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
Beware “experts” who cloak their methodology in the jargony garb of fancy proprietary “black box” naming “solutions.” Naming is hard work, and to do it right requires focus, passion and persistence, but rocket surgery it is not. If a consultant … »»»
Language is messy. It is governed by rules that are often broken and riddled with exceptions that give it life. In order to create the best possible name for a company, product, baby, horse, character, or other, you have to … »»»
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 … »»»
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 … »»»
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 … »»»