What makes a name good, bad, or meh? As naming experts, we’re highly attuned to the blunders and bullseyes all around us, and naturally we have some strong opinions.

A New ‘New Kind of Family:’ The Freeform Name Review

B
In the wake of a long bout of family brand therapy, they just decided to abandon the family. Yes, after 3,000 name candidates and 1,200 focus group testers, ABC Family has arrived at its new name – Freeform. ABC Family...
By |October 7th, 2015|Name Reviews|Comments Off on A New ‘New Kind of Family:’ The Freeform Name Review

Trendster, Trendly, and Trendable: Name Review of Watchable

D
There are many double-edged swords in the world, like fast food, movie marathons, and having dentists for parents. Or creating a company name by affixing a simple, hip or cutesy suffix. You could argue it started with ~ster names, but...
By |October 1st, 2015|Name Reviews|Comments Off on Trendster, Trendly, and Trendable: Name Review of Watchable

That Was Zen, This Is Now: The Gusto Name Review

A
Get off your meditation cushion because Zen is out. Well, a small piece of it anyway. Last week, payroll startup ZenPayroll changed its name to Gusto as it plans to move beyond payroll, into benefits such as health insurance and...
By |September 25th, 2015|Name Reviews|1 Comment

Fat Chance: The FATwater Name Review

C-
Lose weight with this one weird trick! Ohio mother discovers instant slimming technique! This superfood has dieters going nuts! Peppering the borders of sites like Yahoo Answers, clickbait like this has just become part of the Internet. We swim by...
By |September 9th, 2015|Name Reviews|Comments Off on Fat Chance: The FATwater Name Review

Standing On Broad Shoulders: The Broadly Name Review

A-
Earlier this month, media leviathan VICE Media, Inc. launched Broadly—the first women’s interest site among its stable of digital channels—featuring daily editorials, digital videos, and immersive long-form documentaries. Broadly leverages VICE’s in-your-face style and tone, intelligent coverage of prickly territory, cheeky humor, and confident...
By |August 26th, 2015|Name Reviews|Comments Off on Standing On Broad Shoulders: The Broadly Name Review

From Soup To Nuts: Alphabet Name Review

B+
It isn’t every day that a kid gets to name their parent, but this week Google announced a major restructuring whereupon Alphabet became the parent company of Google, Calico, Nest, Sidewalk, and Google’s investment companies. After the announcement, Slate el-em-en-oh-peed...
By |August 13th, 2015|Catchword, Name Reviews|Comments Off on From Soup To Nuts: Alphabet Name Review

The Tech Is INSIDE the Computer: The Logi Name Review

A-
“More and more technology needs to be invisible,” says Alastair Curtis, chief design officer of Logitech, “with that recognition, technology is becoming knitted into the everyday fabric of our lives, and it just felt natural to actually mirror that with...
By |July 16th, 2015|Name Reviews|Comments Off on The Tech Is INSIDE the Computer: The Logi Name Review

Grade: A…I Mean, Name Review of Spoiler Alert

A+
Let the trashcans go hungry! Spoiler Alert connects restaurants and grocers who have surplus food with non-profits that can use it. If the extra food is still edible, it goes to soup kitchens, pantries, and the like; if it has...
By |July 6th, 2015|Catchword, In-the-News, Name Reviews|Comments Off on Grade: A…I Mean, Name Review of Spoiler Alert

A Delightful Pill to Swallow: Name Review of Olly Vitamins

A
Brad Harrington, mastermind behind the much-lauded Method cleaning supplies, has done it again. He has taken another hidebound aisle in the store, pulled the dirty old rug out from underneath it, and made it exciting again. His new vitamin and supplement...
By |May 28th, 2015|Brand Naming, Branding, Name Reviews|Comments Off on A Delightful Pill to Swallow: Name Review of Olly Vitamins

Homage Pays: Name Review of Tribute Portfolio Hotels

B
I shuddered beneath the jaundiced third avenue streetlamp, preferring to give the panhandler a “sorry, man” over one of my few dollars. I had just enough for a doughnut and a coffee. In front of the counter, there was room...
By |May 14th, 2015|Name Reviews|Comments Off on Homage Pays: Name Review of Tribute Portfolio Hotels