For too many people and companies, a name is merely an identifier, a functional string of letters or numbers with little brand value. This is the baseline, primordial meaning and function of a name. As Wittgenstein puts it, “A name cannot be dissected any further by means of a definition: it is a primitive sign.” The question is, what more can a name do for you? Quite a few things, actually, once you move beyond the primitive notion that names are merely descriptive, functional signs.
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.
GETTING STARTED: Stephen King wrote, "The scariest moment in writing is just before you start." For many companies, the prospect of hiring a naming agency is filled with nearly as much uncertainty as the process of naming itself. In order to feel confident with your selection of a naming company, regardless of who you ultimately hire, see Seven Criteria For Evaluating A Naming Agency. »»»