Naming

Member lesson

The naming process end to end

Lesson 3 of 10 in Naming.

The Brand Naming Process (Create A Great Brand Name) with Rob Meyerson · Brand Master Academy
Lesson

Naming runs in a fixed order and the order is the method. Brief, generate widely, screen hard, shortlist, check thoroughly, present, decide, register. Doing any of it out of sequence wastes the most expensive part, which is everybody's attachment.

300 written80 you like20 searched6 cleared legally2 that survivethe legal screen removes more than taste does, so run it early
Hundreds of names narrowing through screening to the two that survive.
A winding path with eight stops runs from a brief and a storm of paper slips through a sieve, a tray of four slips with two crossed out, an easel and a handshake, to a wax seal.
Hundreds of blank name slips travel a path of eight stops and only two survive the checks near the end. Naming follows a fixed order because most candidates will fail.
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  1. Question 1, locked

    Which of these words means this? “Hundreds of candidates, unjudged. The stage most projects skip and most regret skipping.”

    • Slang risk
    • Consonant cluster
    • Territory
    • Longlist
  2. Question 2, locked

    Which of these words means this? “Trademark, linguistic and availability checks. Kills most of the list.”

    • Equity write-off
    • Decision-maker
    • Association test
    • Screening
  3. Question 3, locked

    Which of these words means this? “Three to five survivors, each already checked enough to be usable.”

    • Renaming
    • Shortlist
    • Rationale
    • Preference test

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