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
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 … »»»
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 … »»»
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 … »»»
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 … »»»
The way we write and speak today would have made people living in the 17th century, never mind Neanderthals, think us aliens from a far off galaxy. Things change, culture changes, languages are born and die, names come and go … »»»