We’ve learned a lot about other industries over the years, but at the end of the day, we’re naming experts. A lot of people come to us hoping to find expertise in their area – be it cookie shops, new-age health products, luxury cruise lines, whatever – looking for the best name for what they do. But a naming company isn’t successful because of encyclopedic knowledge. They’re good at distilling the information in encyclopedias, dictionaries of American slang, and lists of obscure Lakota words into small, attractive packages. Naming is also about what to focus on — knowing how to pick out the right name, not just an attractive one, to reach customers. There’s a difference between domain expertise and process expertise. Our outsider’s approach results in a name that’s different from all of the others.