We delight in the challenge of distilling a message or emotion into one or two words that truly evoke a brand position. So, it’s only natural we love the original lover of words: Philitas of Cos, or simply, Philitas.
Archives for November 2022
‘Tis the season of giving, so we turn our naming spotlight on the one, the only, the legend: Robin Hood. This name is immediately synonymous with a heroic outlaw who steals from the rich and gives to the poor. Aside from his affinity for Lincoln green tights, what Zinzin finds most extraordinary is how this character from ancient English folklore has endured in company and product naming well into modern times.
To keep the creative juices flowing in our naming hearts and minds, we here at Zinzin like to explore topics tangential to our task at hand — creating powerful, evocative names to help brands build positive, emotional connections with audiences. While it’s well known today that the strongest brands make emotional connections, I think artists figured this out a long time ago. Namely, one of the most influential American abstract painters of the 20th century: Agnes Martin.
Famous for her grid paintings born from an ordered process approaching science in its rigor, Martin’s goal was to evoke emotional states that connect with the viewer. What’s awesome, Zinzin friends, is that we use a similar approach to naming.
Moreover, Martin had specific opinions about naming (giving titles to) her paintings. So, let’s explore some of the work of the infinitely fascinating Agnes Martin, draw inspiration from it, and see what naming lessons we can learn.
Zinzin believes that language is alive and on the move. It’s like a living, breathing organism – always changing, morphing, evolving. Cultures change too, and names come and go over time. But some don’t. Why has one naming practice, in particular — brands named after different Indigenous cultures — lasted so long in America? And how is it changing? Let’s take a look at some American brand names derived from Indigenous peoples and cultures.