Posts Categorized: Naming

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 [...]

Deconstruct: 365 by Whole Foods

Deconstruct is a propaganda venture from A Hundred Monkeys in which we perform close readings of new names belonging to companies with [...]

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 [...]

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 [...]

The Frozen Pea Problem

It goes like this: Have you ever named food? Yes. Have you ever named frozen food? Sure. Have you ever named frozen peas? No… [...]

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 [...]
emoji-brand

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 [...]

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 [...]

Don’t Call It Anything: House Bills and Hurricanes

Even without Katrina and Audrey, hurricanes with female names are twice as deadly as their masculine counterparts, according to a [...]