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
Just because naming should be fun, doesn’t mean it always is. But it’s important that you have an open mind and allow yourself to be alive to the possibilities of what a name can do. You have to set a … »»»
Keep your names, messaging and language real. Don’t talk down to people. Don’t insult the intelligence of your customers by condescending to them. Be real, genuine, honest, transparent, helpful, understanding, and authentic — you can’t fake it, and you can’t … »»»
When naming, it never works to act out of fear. If you want to blend in with the competition and go unnoticed by the public at large, that’s easy enough to achieve. But if you are positioning your company as … »»»
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 … »»»
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»