One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs with “Intel Inside.” This is a tricky and nuanced area of branding to get right, and to avoid brand dilution it is important to strike a balance and only name ingredients when it makes sense to turn them into powerful sub-brands. Don’t go on a naming spree just for the hell of it.
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
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 … »»»
Many a troubled naming project began with a brainstorming session, but it’s possible to do brainstorming right and add value to your naming process. Use this opportunity to get outside of yourself and hear divergent opinions; avoid being restricted by … »»»
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; … »»»
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 … »»»
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 … »»»