The Naming & Branding Manifesto

36 Tell A Good Story.

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 much more powerful than names that don’t. Part of that story value comes from what is inherent in a name before you adopt it, and part of that value comes after, with the stories you create and invest in your brand.

Storytelling never ends — it’s how you turn a name that might belong to any company or product into a brand that can only belong to you.