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
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»
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 … »»»
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 … »»»
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 – … »»»
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 … »»»