Creative driver
See also: creative territory
A creative driver is a deliberate direction chosen to generate names against: a theme, a metaphor, a linguistic mechanism or a strategic angle. Working from named drivers produces candidates that can be compared, rather than an undirected pile.
In practice
Drivers make generation reviewable. When fifty candidates come from five stated directions, a client can react to the directions rather than to individual words, which is a far more productive conversation than going through a list one name at a time. A driver for a mapping app might be the metaphor of the explorer, another the idea of orientation. Each produces its own candidates, and the client chooses between directions first. For a naming decision, choose the drivers before any name is generated.
Where this sits in the process
The studio treats this as part of a single run rather than a separate service: the category is read, the creative direction is chosen from what the research found, candidates are generated in volume and then cut against criteria that were written down first. See how the studio works for what that produces, or the naming module for the stages themselves.
Related concepts
- Creative recipe: The constructed techniques behind name generation: what a recipe is and why choosing them is most of the craft.
- Name generation: Why naming processes generate hundreds of candidates when only a handful survive, and what volume actually buys.
- Creative brief: The document that decides how good the creative work can be.
Frequently asked questions
What is a creative driver in naming?
A creative driver is a deliberate direction chosen to generate names against, such as a theme, a metaphor, a linguistic mechanism or a strategic angle. It gives generation a stated purpose instead of free association.
What is the difference between a creative driver and a creative territory?
The two terms are used almost interchangeably. Both name a chosen direction for generating candidates. A driver stresses the force behind the direction, a territory the area it covers.
Why work from creative drivers instead of brainstorming?
Candidates that come from named drivers can be compared and discussed as directions. A client can react to five directions instead of fifty individual words, which is a far more productive conversation.