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
When evaluating the names on your shortlist, perform this little thought experiment: imagine that your fiercest competitor has just re-branded, and their new name is one of the names you are considering (try it with each name). Which of the … »»»
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 … »»»
Don’t be discouraged by the difficulty of securing a domain name, and don’t let domains dictate your choice of names. It’s far better to have a great brand name with a compound word modified domain than a weak name with … »»»
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 … »»»