Practical articles on naming, renaming, brand strategy, stakeholder alignment and the cost of getting the name wrong.
Practical criteria for separating "this is interesting" from "this can carry a brand for ten years."
Read article →How to preserve useful equity from the existing name and decide what to leave behind.
Read article →The compounding effect of a name the whole team can use without flinching.
Read article →The patterns that turn internal naming sessions into circular debate.
Read article →The line between strategic theme and literal name ingredient, and how to walk it respectfully.
Read article →Parent brand, sub-brand, descriptor or stand-alone. What the architecture asks of the name.
Read article →Six in-depth articles live now. More being added as the practice grows.
If your naming decision is live, use Guided Strategic Naming or talk to us about Expert Review.