"What about me, Barry?"

What Do We Call Bill Clinton?

  Hillary Clinton will be the 45th President of the United States. We’ll almost certainly address her as Madam President: the NIH [...]

What’s a ButFor?

Have you heard of Spoonrocket? It’s like Uber but for food. Have you heard of YPlan? It’s like Uber but for events. Have you heard of [...]

Football brands deserve more fitting sponsors

Let’s start with something really obvious: football (“soccer” for the Americans and Australians) is the most popular [...]
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Naming Contests and You: A Cautionary Tale

Before you start that naming contest, take a deep breath. Choosing a name is a bit like choosing a spouse: you aren’t locked in [...]

Empty Vessel Company Names: The Fortune 500’s Secret Weapon

Cigna, Avnet, and Alcoa are all Fortune 500 companies. Each has what we call an “empty vessel” name—a moniker with little meaning for a [...]
Look, circuit boards! Tech stuff!

Deconstruct: tronc

  It’s been a tough year for Tribune Publishing Company. After the messy balkanization of the formerly bankrupt Tribune Company, [...]

Emoji Brands: Taking Names at Face Value

Doubters beware: emoji are here to stay. Their Western invasion (or welcomed arrival, depending on your point of view) began in earnest [...]
And I'm a paid actor.

Descriptive Names: Wasting Space Since 1900

A name shouldn’t tell people what a business or product does. These names—descriptive names—are everywhere: Microsoft, General [...]

How Company and Product Naming Shapes First Impressions

First impressions are pivotal. In one-tenth of a second, we decide how we feel about a person—we form a mental image to build on in the [...]

The greatest company name generator ever invented

There are a lot of company name generators out there. Pick a few prefixes and buzzwords and ta-da: 20 crappy name options. If [...]