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
When naming, it never works to act out of fear. If you want to blend in with the competition and go unnoticed by the public at large, that’s easy enough to achieve. But if you are positioning your company as … »»»
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 … »»»
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, … »»»
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. … »»»
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 … »»»