Protected: Should I Rename my Company?

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Names so bad they’re good

What’s the difference between good names and bad names? A lot less than you think. Ever since I wrote the first edition of [...]

Does Your Name Pass the Autocorrect Test?

  Let’s say you picked up your friend’s tab at the bar last night because he was short on cash. Like a lot of Snake [...]

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 [...]
product naming a hundred monkeys fruit of the loom

Scaredy (under)pants

Fruit of the Loom can come up with cool names, they’re just afraid to use them. There’s a Fruit of the Loom ad that’s showing up on [...]

Should You Really Spend $1.5 Million On A Domain?

  “Why did I spend 7+ years, hire 3 brokers, and send over 200 emails to buy the 82nd most expensive domain in history,” asks Noah [...]

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, [...]