Good names do not fly out of the aether. Most are found, which requires careful looking. Books are one of the best places to look, so [...]

Companies and products that leapt off the screen. There’s one way to launch a brand that gives people unprecedented abilities to [...]

A name ≠ a brand. Selecting a name is hard. It’s hard to get two, or four, or seven people to agree on any one thing, especially if [...]

Brands are just like humans. Because we, as humans, have not evolved mental structures for dealing with brands in any other way. Brands [...]

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 [...]