We live in a culture with so many signals coming at us so quickly, that most messages, including brand names, just get buried in the avalanche of tweets, calls to action, toll-free numbers, friend requests, dinner conversations, infomercials, podcasts, IMs, talking heads, talking points, advertorials and webinars. Everyone is in a hurry all the time, with advertisers and content providers often accelerating their signals to stay “up to speed” and lodge their nuggets of information into our minds before competing messages can take root. In this cultural feeding frenzy, individual messages can easily be lost. Notice an opportunity here?
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
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 … »»»
Don’t be discouraged by the difficulty of securing a domain name, and don’t let domains dictate your choice of names. It’s far better to have a great brand name with a compound word modified domain than a weak name with … »»»
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 … »»»
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 … »»»
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. … »»»