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
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 … »»»
For too many people and companies, a name is merely an identifier, a functional string of letters or numbers with little brand value. This is the baseline, primordial meaning and function of a name. As Wittgenstein puts it, “A name … »»»
If the perfect name for your product is “Blue,” but you have a naming convention that only considers geometric shapes and sounds, not colors, then you have an arbitrary filter in place that is limiting the names you can even … »»»
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 … »»»
When evaluating the names on your shortlist, perform this little thought experiment: imagine that your fiercest competitor has just re-branded, and their new name is one of the names you are considering (try it with each name). Which of the … »»»