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
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 … »»»
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 … »»»
The lesson of snowflakes is to never confuse structural uniqueness – the “genetic code” of an individual name, its unique sequence of letters – with semantic uniqueness, its “uniqueness of meaning.” Any name has meaning on some level – witness … »»»
One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs 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 … »»»