On Naming It Right The First Time

  Changing names is tricky. At the very least, a name change is going to leave you changing signage and ordering some new business [...]

Naming A Company? Forget the Dotcom

  “…and the name needs to be available as a .com.” We hear this one a lot. Otherwise intelligent people have dropped vowels, [...]

In Sports, Your Fans Are Your Brand

  Branding sports teams is tricky business. The team already has a brand, whether they like it or not. Player styles, rivalries, [...]

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 [...]

Brand Grab: How Yosemite Gave Up Its Name

  Shortly after midnight on March 1 2016, Yosemite National Park was quiet. Tucked in the park’s backcountry, tent campers snored [...]

Don’t Call It That: Second Edition

In 2013, A Hundred Monkeys Creative Director Eli Altman published Don’t Call It That, the world’s first and only naming workbook. Now, [...]

Branding the Outdoors

  For most people, the word “Patagonia” conjures up images of adventurers summiting a snowy peak (which may or may not be in [...]

Does Our Philosophy Hold Up to the Facts?

  When you’ve been in the naming business for as long as Taylor Swift has been alive, you learn a few things. Over the years, [...]

Deconstruct: tronc

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

Dismasted: The Rise and Fall of Mast Brothers Chocolate

The branding efforts of Mast Brothers Chocolate typify the American craft-culture renaissance. We’re told the chocolate bars, ground [...]