The key to getting noticed in the turbulent sea of cultural messages is not to speed up, but to slow down. If your name can disrupt someone’s ordinary routine, they will stop and pay attention. Perhaps only for a few seconds, but sometimes that’s all it takes to create an initial engagement with a brand. In a world where everything is fast, it’s only natural that slowing down perception can be a major point of differentiation.
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
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. … »»»
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 … »»»
When a successful brand has years of positive history and stories behind it, that is known as brand equity, which is something to be treasured and nurtured. But if a brand has been struggling, has grown tired, or has been … »»»
When naming, companies often make a fundamental mistake about the nature of risk. The faulty assumption is that they need a descriptive name in order to “describe what they do,” or what their product does, because they “don’t have a … »»»
Great names demonstrate your brand positioning. Weak names force you to explain your brand positioning, and that’s called advertising. It is very expensive, and not nearly as effective as demonstrating. Bear this in mind when considering the cost of a … »»»