Brand architecture

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Naming a portfolio

Lesson 4 of 10 in Brand architecture.

Lesson

A portfolio needs a naming system rather than a series of naming exercises. The system says how a new product gets its name, so the fortieth is consistent with the first and nobody has to convene a workshop.

descriptivesays what it issuggestivehints at itinventedsounds like itarbitrarymeans nothing yeteasy to explain, hard toownhard to explain, easy toowna trademark lawyer reads this line from the right
Names on a line from describing the thing to meaning nothing at all.
A row of product boxes on a stage wears crowns that grow grander along the line until the last is buried under stacked crowns while a stagehand on a stepladder adds another.
Each new product in a row wears a grander crown than the one before, until the last one disappears beneath them. Naming tiers with ever bigger words soon runs out of room.
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  1. Question 1, locked

    Which of these words means this? “Rules for what future things will be called. Decided once, applied for years.”

    • Retirement
    • Naming system
    • Migration
    • Dual branding
  2. Question 2, locked

    Which of these words means this? “Names built from letters and numbers. Scales, and communicates nothing.”

    • Cannibalisation
    • Fighter brand
    • Sunset plan
    • Alphanumeric
  3. Question 3, locked

    Which of these words means this? “Names that say what the product does. Clear, and hard to protect.”

    • Relationship
    • Decision rule
    • Org chart trap
    • Descriptive range

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