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 naming project; money saved now may cost you much more in future advertising expenses.
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 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 … »»»
T.S. Eliot wrote that the world will end with a whimper, not a bang. Perhaps. But it began most evocatively with a Big Bang. Did the Big Bang know itself by that name as it was happening? Doubtful – the … »»»
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 … »»»
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 … »»»