We Create Breakout Brand Names

NEOVERSE

A.I. Processor

Naming Project: A.I. Computing

WHOOP

Fitness Tracker

Naming Project: Consumer Tech

TRU TV

TV Network

Naming Project: Television & Film

SPLAY

Portable Display

Naming Project: Consumer Tech

ETHOS

A.I. Processor

Naming Project: A.I. Computing

FRESCO

Smart Cooking App

Naming Project: Consumer Tech

ARIA

Las Vegas Hotel

Naming Project: Travel & Leisure

SEVEN

Mobile Network Software

Naming Project: B2B Software

FREESTYLE

EA Sports Video Games

Naming Project: Consumer Software

TRILLIUM

A.I. PLATFORM

Naming Project: A.I. Computing

PROOF

Medical Diagnostics

Naming Project: Healthcare

CUTTHROAT KITCHEN

Food Network Show

Naming Project: Television & Film

GROUPER

Social Groups

Naming Project: Healthcare

PURSUIT

Adventure Destinations

Naming Project: Travel & Leisure

PELION

IoT Platform

Naming Project: A.I. Computing

ANTIDOTE

Telehealth

Naming Project: Healthcare

VENTRIX

North Face Tech

Naming Project: Clothing

SPREE

VR Games

Naming Project: Consumer Tech

WYNN

Las Vegas Hotel

Naming Project: Travel & Leisure

BOOGIE BOARD

Smart Tablet

Naming Project: Consumer Tech

JOYRIDE

Car Auction App

Naming Project: B2C App

BRAVEN

Education Accelerator

Naming Project: Nonprofit

GOGO

In-Flight WiFi

Naming Project: Consumer Tech

SLIVER

Spirits

Naming Project: Premium Vodka

More Naming Projects

The Igor Naming Guide

An essential framework, it gives your team a shared set of criteria and a strategy for evaluating new brand names.

Download The Naming Guide:

Gaming Expert Gambling Experts Lottery Consultants Tribal Casino Sports Betting Profound

The Process

Process Overview
Competitive Analysis
Brand Positioning
Name Development
Trademark
Naming Tools

Naming Agency Names

The Pineapple Theory

The foundation of any naming project is to thoroughly analyze the names of the competition. We plot the results on a taxonomy chart, like this competitive name analysis of naming firms. It brings an elegant simplicity to a complex set of naming & positioning elements.

This helps everyone involved understand the competitive landscape, to see which words & ideas are overused, and to have a crystal-clear picture of where the opportunities are.

It reveals the part of the conversation in your space that you can redefine & own.

It's a vital step that's usually overlooked, even when a naming agency names itself:

	FUNCTIONAL	INVENTED	EXPERIENTIAL	EVOCATIVE
	FUNCTIONAL	INVENTED	EXPERIENTIAL	EVOCATIVE
5			A Hundred Monkeys	Igor	5
4					4
3					3
2			Idiom Lexicon Metaphor	WildOutWest (WOW)	2
1			Catchword Eat My Words Word for Word Operative Words WhereWords Good Characters	Tungsten	1
0		Zinzin Tanj Cintara		Fresh Lemons	0
-1	Namewell The Naming Company Name Designer Name Development Name Evolution Name Generator NAME-IT NameLab Name One Name Pharm NameQuest Name Razor NameSale Name Sharks Name-Shop NameStormers Name Tag NameTrade Namebase NameWorks Naming Systems Naming Workshop Namington The Naming Group Strategic Name Development Wise Name ABC Name Bank Brighter Naming Moore Names	Namix Nomen Nomenon Nomina Nomino	Bizword Comspring Logoistic Macroworks Mnemonic	PS212 Red Peak Brains On Fire One Big Roach Wonsupona Evil Potatoes	-1
-2	Brand-DNA Brand A Brand 2.0 Brand Channel Brand Design Brand Doctors Brand Evolve Brand Evolution Brand Fidelity Brand Forward Brand Institute Brand Juice Brand Ladder Brand Link BrandMade Brand Maverick Brand Mechanics Brand Meta Brand People Brand Positioning Brand Salt Brandscape Brand Scope Brand Sequence Brand Slinger Brand Solutions Brand Spark Brand Vista CoreBrand Future Brand Independent Branding Interbrand Not Just Any Branding The Better Branding Company The Brand Company The Brand Consultancy Trading Brands			Blue Taco	-2

Levels of Engagement: These eight levels (y-axis levels from minus 2 to plus 5) represent the amount of material (meaning, stories, associations, imagery, multiple layers) in a name the audience has to play with and personalize – and how "engaged" they are by a name. Names in the minus 2 level are the least engaging, and likely to be quickly forgotten; the higher the number the better, with level 5 being the best.

Functional Names: The lowest common denominator of names, usually either named after a person, purely descriptive of what the company or product does, or a pre- or suffixed reference to functionality. (Infoseek, LookSmart)

Invented Names: "Invented" as in a made-up name (Acquient, Agilent, Alliant, Google) or a non-English name that is not widely known.

Experiential Names: A direct connection to something real, a part of direct human experience. Usually literal in nature, but presented with a touch of imagination. (Netscape, Palm Pilot)

Evocative Names: These names are designed to evoke the positioning of a company or product rather than the goods and services or the experience of those goods and services. Removed from direct experience, but relevant – evoking memories, stories, and many levels of association. (Virgin, Apple, Cracker Jack)

We encourage you to print this out and move names around, and see if you think they should be classified differently. It's an exercise that will get you thinking about the names in your own industry. (Here is a blank taxonomy chart you can print out.)