Insights & Resources

Tips, guides, news, and commentary on naming, branding, and visual identity. Plus our comprehensive naming glossary, the last word on naming words and terms.

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GE—or the General Electric Company—has long been a household name. Since 1892, GE’s ingenuity and business acumen have given us...
09.26.2022
How to develop a perfect name for your company, product, or service
08.15.2022
You know the 10 Qualities of Great Brand Names and you've reviewed your naming brief, but choosing a great brand name from a list of candidates is still tough. We've got you!
08.09.2022
There are many factors to consider when evaluating naming agencies, including clients and experience, portfolio of naming work, range of...
08.08.2022
A
Clearly, Haleon has come out of the gate a strong company, but what about its name?
07.20.2022
B-
The company believes its new brand, Elevance Health, conveys its “commitment to elevating whole health and advancing health beyond healthcare.”
06.02.2022
Naming your new company is a huge opportunity. Get it right, and you’ll have a powerful tool to express your...
03.01.2022
A+
Abbott's new line of biowearables takes fitness tracking further by calculating glucose, lactate, and even alcohol in the blood. But does the name add up?
02.15.2022
C
Commanders took the field after nearly two years and plenty of competition. Is the new name more winning than its team?
02.03.2022
A
Car Thing, Spotify’s entry into the world of smart devices, has gotten mixed reviews. The product may be wow or wanting, but how's the name?
01.17.2022
A
Changing your name doesn’t fix your company, but it can be the right decision when your business is moving into new directions.
11.10.2021
B-
BlueTriton may sound like the name of a new superfoe for Aquaman, but it’s not. It’s the new moniker of bottled water company Nestlé Waters North America.
08.23.2021
A
Vella, soon to be part of our one-click culture, is, unsurprisingly, on-message.
06.10.2021
C-
It’s hard to make a financial services company sound young and edgy. But is “young and edgy” really what you want from the people holding your financial future in their hands? The financial services company formerly known as Standard Life Aberdeen is betting that you do. We, however, are not convinced.
05.31.2021

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