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
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 … »»»
What feelings do you want your target audience to associate with your company or product? Do you want them feel that they are creative, “outside the box” individualists (Apple)? Part of a large, connected tribe (Facebook)? Empowered to push themselves … »»»
When creating a brand name or any collateral messaging, avoid vacant, overused words like “solutions.” A quick web search will confirm that you can find a solution for nearly every problem, except perhaps for the problem of having too many … »»»
T.S. Eliot wrote that the world will end with a whimper, not a bang. Perhaps. But it began most evocatively with a Big Bang. Did the Big Bang know itself by that name as it was happening? Doubtful – the … »»»
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 … »»»