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
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 … »»»
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 – … »»»
Old cliches never die, but they can often be turned inside-out. So while it’s true that a picture might be worth a thousand words, a great name is a word or two that can paint a thousand pictures in the … »»»
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 … »»»
Invented names made from morphemic mashups are often praised for being “completely unique, unlike anything else that is out there.” While this might be technically true, such names are only unique in the same way that every snowflake is unique; … »»»