Deconstruct: Microsoft Edge

by austen fiora

Introducing Deconstruct, a new propaganda venture from A Hundred Monkeys in which we perform close readings of names belonging to companies with large legal teams. With Edge, Microsoft rolled out a browser that boasts newer, leaner software, replacing the dated …

April 22nd, 2015

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There’s a Word for That

by austen fiora

To name is to swim through the deep order of words. It’s our business, and we keep sharp tools at hand to help us get the job done. Part of making sense of language is in classification. Take a form …

April 10th, 2015

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Kvlture Clash: Fake Bands and Live Brands

by austen fiora

Earlier this year, H&M quietly launched a metal-styled clothing line. The collection, featuring band shirts as well as a diligently patched bomber jacket and jeans combo, would be unremarkable save one thing–none of the bands on the patches are real. …

March 20th, 2015

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What’s a ButFor?

by tyler doyle

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 Wolfpack? It’s like Tinder but for friendless straight dudes. Have you heard of Coffee? …

March 3rd, 2015

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Emoji Brands: Taking Names at Face Value

by 100m

Doubters beware: emoji are here to stay. Their Western invasion (or welcomed arrival, depending on your point of view) began in earnest in 2010, when Unicode, the computer industry text standard, released Unicode Standard 6.0. At Google and Apple’s behest, …

February 23rd, 2015

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Football brands deserve more fitting sponsors

by Eli Altman

Let’s start with something really obvious: football (“soccer” for the Americans and Australians) is the most popular sport in the world. Unlike the NBA, NFL, NHL and MLB, most professional football leagues allow for sponsorship on their uniforms. Considering all …

February 5th, 2015

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Descriptive Names: Wasting Space Since 1900

by tyler doyle

A name shouldn’t tell people what a business or product does. These names—descriptive names—are everywhere: Microsoft, General Electric, Carfax, Jacksonville Sports Store. The business version of occupational names like Smith, Carpenter, and Miller, they’re united by their flare for generic …

January 26th, 2015

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Naming Contests and You: A Cautionary Tale

by tyler doyle

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 forever, but it’s better for all concerned if you are. It’s a hell of a lot …

January 19th, 2015

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How Company and Product Naming Shapes First Impressions

by tyler doyle

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 future. That image is unusually tough to change. It takes some doing to override …

January 8th, 2015

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

by tyler doyle

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 given audience. Empty vessels are extraordinarily popular with large companies in most industries. Names are an …