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
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 … »»»
We live in a culture with so many signals coming at us so quickly, that most messages, including brand names, just get buried in the avalanche of tweets, calls to action, toll-free numbers, friend requests, dinner conversations, infomercials, podcasts, IMs, … »»»
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 … »»»
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 … »»»
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. … »»»