Warby Parker is not your average brand. Nor is it your average brand name. In fact, here at Zinzin we think it's super awesome. And we're a hard naming-bunch to please. So we'd like to take this opportunity to highlight a brand we admire and talk a … [Read More...] about Warby Parker: an iconic brand name with 20/20 naming vision
Zinzin is a naming agency. We create company, product, and service names for established firms, next new things, and breakout brands.
At Zinzin, we believe in the power of real, human language, in names that have rich meaning and depth. Names that are born from a rigorous, logical, and battle-tested naming process, yet aspire to poetry and art. When you have a great name, people will remember it, talk about it, and develop an emotional connection to your brand. We want to help you dream big.
Theory & Practice
A powerful name elevates a brand above and beyond the particular goods or services being sold and creates a memorable and lasting impression out in the world. Such names tell rich stories by drawing from a deep pool of meaning, history, myth, culture, and language. With a powerful name, you don't have to spend as much precious marketing capital trying to convince the world of your uniqueness — you are unique. Here are a few recent examples from our Portfolio:
NAME: Highwire, the Partner Elevation Platform for capital projects & operations.
BRAND POSITIONING: Highwire figuratively refers to doing something with inherent danger or risk, such as capital project construction and risk mitigation. The name Highwire succeeds at the delicate balancing act of representing this innovative company and its capabilities on multiple levels.
MORE: Read the Highwire case study.
NAME: Antimatter, a company and technology infrastructure name for B2B SaaS.
BRAND POSITIONING: Antimatter connotes the future-forward, creative, and complex elegance of game-changing technology, science, and design. With this new "invisible layer" of data security that "slides" into place, Antimatter transparently encrypts customer data. Even though it's invisible, it's there.
MORE: Read the Antimatter case study.
NAME: Canopy, an "Intelligent Care Platform" and company name.
BRAND POSITIONING: Canopy evokes a protective forest tree canopy, teeming with life and renewal -- the perfect metaphor for how this platform sustains and nurtures patients and caregivers, and resonating with Canopy's key insight: "In order to help patients, you need to help the practice first."
MORE: Read the Canopy case study.
3M, ABC Television, Alcatel, Alloy, AMC Television, Anthology, Clutch, CMT (TV), Commune Hotels, Compass Learning, Constellation Brands, Criterion, Daybreak Games, E.&J. Gallo, Éclair Naturals, eCornell, Elements Behavioral Health, Ember Technologies, Exos, F5 Networks, FiftyOne, Fluent, FUJIFILM SonoSite GameChanger Media, GE Healthcare, General Dynamics Mission Systems, IFG, Georgia-Pacific, Google, GP PRO, Gravy, GSN Games, Honeywell Aerospace, Insight Pharmaceuticals, Intel, Interstate Batteries, Jabra, Larky, Lore, Mojo Vision, Move Inc, Moxie Software, NCM, Nielsen, Obo, Parkwood Entertainment, Participant Media, PepsiCo, Raytheon, Rubicon, Target, TCF Bank, Universum, Virgin Hotels, and ZS Associates.
Whether you are a startup developing your first brand or an established company that’s been around the block before, our naming guide, The Art of Naming, will help clarify the naming process.
Hue & Cry
You've heard of FOMO, Fear of Missing Out. You may have even heard of FOBO, Fear of a Better Option. But have you heard of FOSO? In the world of naming, FOSO means Fear of Standing Out. And Zinzin coined it, because we've observed this … [Read More...] about FOSO: Zinzin’s top naming tips to topple your company’s “Fear of Standing Out”
Stories are how we connect with each other, and how we become emotionally engaged with brands. Names that tell stories are much more powerful than names that do not. Storytelling is how you turn a name that might belong to any company or product into a powerful brand that can only belong to you. (See our Manifesto for more about our naming philosophy.)
Great names have the potential to generate smiles, word-of-mouth buzz, and press interest. Visit our Press page to see our coverage.
Let's talk. In conversation we can go into greater detail about your unique project and our process and philosophy. We specialize in brand name development, tagline development, brand positioning, brand architecture, trademark prescreening, global linguistic screening, and domain name and social media naming issues. We look forward to continuing the conversation — fill out our handy Contact form or give us a call at 415-857-5775.