“Navel”, Yoga Wear for New Moms. Our Latest Naming Work.

Define the positioning: The job was to find a name that worked with the ideas of mother-child connection, core strengthening, yoga and Buddhism.

Find the confluence: There is only one name that can perfectly pull all four ideas together and provide a deep well of imagery and associations for branding, marketing & advertising: Navel.

Vet for trademark: And it had to be a single-word name available to trademark worldwide – no small feat in the crowded clothing category.



Via Yoga.com:


Would “Slack” Make It Through Your Company’s Naming Process?

It would, if and only if your naming committee understands the difference between what is true and what is relevant. If your company needed to name “A messaging app for teams” and the name “Slack” was proposed, this is the type of feedback you could expect:

“In business, Slack means “characterized by a lack of work or activity; quiet. “Business was rather slack””

“A Slacker is someone who works as little as possible. A terrible message for our target audience”

“Slack means slow, sluggish, or indolent, not active or busy; dull; not brisk. Moving very slowly, as the tide, wind, or water. Neglect, reduce, tardy”

Every definition and association we can find of Slack is negative”

All of the above is true. The only real question being, is any of it it relevant? Does this mean Slack would be a terrible name or a great name? Most naming committees would laugh Slack out of the room if anyone suggested it, given all the “negatives surrounding the word – and the complete lack of “positives”.

And let’s not forget the team member who will wrongly assert, “No one will take us seriously with a name like Slack”.

Obviously Slack is a highly effective name. It’s clear that a names’ successes doesn’t depend upon positive associations, nor is it harmed by a plethora of negative associations.

Slack works because it addresses the problem; the reason the tool is needed -to take up the Slack. And because Slack is naming the problem rather than the solution, it stands out and demonstrates that something different is happening at Slack. Its associations that would wrongly be deemed “negative” for a name, like Slacker and Slaking Off, means the name Slack has stopping power. And a sense of humanity demonstrated through humor. It’s engaging, different, human and unforgettable. It demands and receives your attention. What more could you want?

How can you make sure a name like Slack doesn’t end up on the cutting room floor of your next naming project? We’ve spelled it out simply and precisely in the 28 pages of the Igor Naming Guide.



Lost at sea

sea-molds-vintage-june-1950 The most common mistake in naming is choosing a name that gets lost in the sea of competitive sound alikes. We’ve cobbled together a list of clothing brand names that contain the word “Bay”, with a few “Harbor” names thrown in for spice.

“Harbor Bay” wins the coveted Gold Ridicule for including both words.

Aqua Bay
Back Bay
Baja Bay
Banana Bay
Bantry Bay
Bay City
Bay Reef
Bay Trading
Beach Bay
Bermuda Bay
Bikini Bay
Billion Bay
Bimini Bay
Blackwater Bay
Brittany Bay
Buckley Bay
Buffalo Bay
Burk’s Bay
Capstan Bay
Chileno Bay
Coral Bay
Emerald Bay
English Bay
Falcon Bay
Ginger Bay
Hampton Bay
Harbor Bay
Highland Bay
Inner Harbor
Jamaica Bay
Kahuna Bay
Kips Bay
Kylani Bay
Latigo Bay
Lawton Harbor
Lunada Bay
Madison Bay
Mango Bay
Marino Bay
Mission Bay
Misty Harbor
Monterey Bay
Moonlight Bay
Orca Bay
Paradise Bay
Parrot Bay
Peppermint Bay
Peregrine Bay
Sag Harbor
Solar Bay
South Bay
St. John’s Bay
Sterling Bay
Thornton Bay
Thunder Bay
Union Bay
Victoria Bay
Willow Bay
Yucatan Bay

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What Names Have “Naming Experts” Given To Their Own Naming Agencies?

You’d be surprised. Most are descriptive, others are simply named after the founders. Some spent a few moments with a thesaurus, naming themselves Metaphor, Lexicon, Catchword, Idiom, etc.

Those from the Obfuscating School of Naming cobbled together a string of letters based upon languages their target audience doesn’t speak – perhaps just because they could get the dot com: Nomenon, Nomina, Nomino, Tanj, Zinzin, Cintara, et al.

The full list of Naming Agency names resides here, humanely caged for your viewing pleasure.