Strategy
Brand hierarchy: branded house or house of brands?
How to structure the brands in a company: branded house, house of brands, endorsed brands and sub-brands. Real examples, and what each model asks of a new name.
7 min read
Journal
Articles on naming
Every article we've published about naming.
Strategy
Brand strategy for established companies, and the name
Why an established brand needs a strategy as much as a new one, how the name gets out of step with the business, and what to decide before keeping, extending or changing it.
4 min read
Strategy
What is brand strategy? Why it starts with the name
Brand strategy is the decision about who a brand is for and how it differs. Why the name comes first, and how design, tonality and communication make it recognisable.
4 min read
Naming
Do you still need a .com? Domains and brand names
How much a .com still matters, which extensions work as alternatives, and what the domain ending does for your brand and for search. A position, not a list.
5 min read
Naming
The naming brief: what to write down before anyone names
A naming brief is finished when a team can start without one follow-up question. The six decisions it has to settle, and what to write when you do not know yet.
7 min read
Naming
10 myths about business and product naming
The assumptions that cost founders a name: what is true, what is not, and how agencies turn an argument about taste into one about evidence.
6 min read
Naming
10 product naming fails, and what each one teaches
Ten documented cases where a product name stopped working, in another language or later at home. What the pattern is, and where it gets caught.
5 min read
Naming
Business name generation is more than just a name
A business name has to clear cultural, linguistic and competitive checks before taste gets a vote. What those checks are, and what each one rules out.
4 min read