The word “consumer,” meant to describe your audience or the people who buy your products, is demeaning and should be banished. In the old days it made sense: you put out a product, advertised it, and then the “consumers” would come along, shell out their money, and consume your product. Today, the pool of people who mindlessly “consume” brands is ever shrinking. With so much competition, people expect a deeper emotional connection and dialog with brands. Ignore this at your peril.
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
The lesson of snowflakes is to never confuse structural uniqueness – the “genetic code” of an individual name, its unique sequence of letters – with semantic uniqueness, its “uniqueness of meaning.” Any name has meaning on some level – witness … »»»
Language is messy. It is governed by rules that are often broken and riddled with exceptions that give it life. In order to create the best possible name for a company, product, baby, horse, character, or other, you have to … »»»
While there are definitely parts of a naming project that can be hard, challenging work – trademark screening, due-diligence research, linguistic connotation screening, domain checking, etc. – the actual name generation, discussion and deliberation should be engaging, thought-provoking, cathartic, stimulating, … »»»
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 … »»»
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 … »»»