Posts Categorized: Free Advice

"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 [...]

Show and Tell

Let’s translate a few common phrases: “You can trust me” means “Don’t trust me.” “This is going to be fun” means “This will definitely [...]