We believe powerful names are built upon powerful positioning strategies.
The key is to find a fresh way into the hearts
and minds of your customers, redefine and own the conversation in your space, and engage people on as many levels as possible. The best names represent the process of boiling these ideas down into a word or two.
As a project develops and a well-defined and agreed-upon direction emerges, we present names with a range of taglines and contextual positioning support in the form of print ads or commercial treatments.
This presentation is key to helping everyone involved understand how the names will work in your marketing and advertising campaigns.
It lifts the process out of the realm of theory and breathes life into the names, a vital step in the decision-making process.
Without this contextual support and an intimate knowledge of how and why names work, the best names are vulnerable to knee-jerk dismissal:
"Starbucks? Sounds like a TV game show where celebrities compete for cash."
"Starbucks? Are we selling gift certificates to the planetarium?
"Starbucks? That would be great if we were renaming the Chippendale dancers."
Throughout the process, we make sure that everyone involved in the project is given the insight and understanding necessary to embrace the best name for the job. It's easy to find reasons to say no to an idea. The trick is knowing when to say yes.
It's easy to find reasons to say no to a name. The trick is knowing when to say yes.
"Igor Naming Agency was founded by Jay Jurisich and Steve Manning, who met while working at the Sausalito naming agency, A Hundred Monkeys. In addition to naming, Jurisich and Manning worked with agency founder Danny Altman to create The Shinolas, an annual award given to the year's worst brand name. Judged by Ben Cohen of Ben and Jerry's, Jerry Harrison of the Talking Heads, Bob Camp, co-creator of Ren & Stimpy and others, Shinolas were awarded to products including the Oldsmobile Achieva, and Cruex, a cream to soothe itches.
Jurisich and Manning left A Hundred Monkeys in 2002 to co-found Igor Naming Agency. In addition to established companies including Nokia, EA Sports, and MTV, Igor worked extensively with companies founded following the dot-com downturn of 2000. They advised against the industry-standard practices of using invented words, convening focus groups for market research, and choosing company and product names based on the availability of a URL.
In late 2002, Igor launched Snark Hunting, a blog about company names, product names and the impact of naming and branding on popular culture. As more blogs related to branding began to appear online, Fast Company wrote: "The best stuff comes from Snark Hunting," highlighting a post which "riffed on The Gap's new Forth & Towne store concept for middle-aged women, noting that it uses an ampersand rather than risk the acronym FAT."
In 2004, Jurisich and Manning co-wrote Building the Perfect Beast: The Igor Naming Guide. Regularly updated, it is available as a free download. It has been used as a resource in academic settings as well as by B2C companies, startups, and incubators."