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 … »»»
Old cliches never die, but they can often be turned inside-out. So while it’s true that a picture might be worth a thousand words, a great name is a word or two that can paint a thousand pictures in the … »»»
Beware “experts” who cloak their methodology in the jargony garb of fancy proprietary “black box” naming “solutions.” Naming is hard work, and to do it right requires focus, passion and persistence, but rocket surgery it is not. If a consultant … »»»
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 … »»»
When creating a brand name or any collateral messaging, avoid vacant, overused words like “solutions.” A quick web search will confirm that you can find a solution for nearly every problem, except perhaps for the problem of having too many … »»»