We just don’t know what it is yet.

If you’re looking for a name that sets you apart, you’re in the right place. Take it from a naming company called A Hundred Monkeys.


Our names don’t just sit there. They help you stand out in the crowd and tell the world what you’re made of. If you’d rather choose a “safe” name and then spend the rest of your marketing budget trying to get people’s attention, check out our competitors.

We don’t use algorithms, market testing, or point-based rating systems. In the real world, no one asks people what they think about a name. When they see it they’re either interested or they’re not. We help you make a lasting impression.

“Words ought to be a little wild, for they are the assault of thoughts on the unthinking.”

— John Maynard Keynes

We know where the potholes are because we’ve hit them already. You need a domain name and a trademark. You want people to be able to find you when they search for you online. You have to make sure your name isn’t offensive in other languages. Our naming process is designed to tackle each of these obstacles in the right order. We won’t let you fall in love with a name you can’t have.

We navigate bureaucracy and involve the right people at the right time.

Send ten people to get ice cream and tell them they all have to agree on one flavor. It will be chocolate or vanilla every time. Groups of people don’t pick what’s interesting, they pick what’s easiest to agree on.

Making that final decision takes fearlessness, so we prepare for it.

“The whole point is to stand out from the crowd. But these days we’re so afraid of making a mistake that we market-test creative, cool, and fun names to death. They all end up sounding the same.”

— Danny Altman in Fast Company

One of the questions we hear a lot is: Have you ever named [insert esoteric product in niche industry]? We’ve been at this a long time and chances are we’ve done a project that’s analogous to whatever it is you’re working on. But the thing is, we approach every naming project the same way — whether we’ve done a lot of work in that particular space or not. We’ve put together some examples in specific industries, in case it’s helpful to your thinking. Don’t see what you’re looking for? Just ask. We probably have a good case study lying around here somewhere…

A Few Resources

Some naming work

We thought you may have questions...

You’re here, so that’s a good first step. If you’re naming a brand new company, product, or service, chances are you’ve got your hands full. We’re here to take naming off your hands – but we’ll need your help. Before starting the process, it’s best to know what you’re looking for in a name – what should it convey? Are there any requirements that should be kept in mind (e.g. short, easy to pronounce, possible suffixes, etc)? In order to answer these, you’ll need to know the scope of what you’re naming – where will it appear, and in what context?  Who is the audience, and who are your competitors? Are you a large corporation or small business? It can be tricky to zoom out from the trenches, but once you know what you want out of a name, you’re off and running.

We’re always trying to balance the need to involve key decision makers with the need to limit the number of cooks in the kitchen. Don’t worry — we have strategies for this. We find it’s best to come to a consensus with a small team first, because decision making by consensus often dilutes creativity. Our goal is to get to consensus without diluting the creative potential of your brand. Once we’ve narrowed it down to a small list of strong contenders, we suggest presenting those to the broader group – and we’re happy to help with presentation tactics.

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We don’t specialize in any particular category of naming, but we know you search for them ;)