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; in a blizzard, however, the uniqueness of an individual snowflake disappears. The same thing happens when “unique” mashup names join the real world brand blizzard – they vanish from sight, indistinguishable from one another.
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
We talk a lot about brand positioning and how important it is, so let’s define our terms. Simply put, the positioning of a brand is the set of core messages the brand demonstrates to the world, through tone, personality, emotion … »»»
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 … »»»
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 … »»»
Communication began with grunts and squeals, crude vocalizations, painted images and a lot of hand waving. From this names evolved to identify the bison to be hunted or the ideal cave for shelter and ceremony. Names are the beginning of … »»»
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. … »»»