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
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 … »»»
When evaluating the names on your shortlist, perform this little thought experiment: imagine that your fiercest competitor has just re-branded, and their new name is one of the names you are considering (try it with each name). Which of the … »»»
Clients often say to us that they got stuck when trying to name a company or product themselves because they are “not creative enough.” We tell them, no, you are just as creative as us or anyone else, but your … »»»
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 … »»»