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.
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Ugg? Ugh: The Name That Fails Almost Every Test

It is short and easy to pronounce. Oh, and it stands out in the crowd. Beyond that, this name is about as bad as it gets. In my career as a naming consultant, I've done a lot of company naming...
By |November 20th, 2008|Brand Naming, Name Reviews|Comments Off on Ugg? Ugh: The Name That Fails Almost Every Test

On Retail Naming: Can We Please Get The Dresses Out Of The Barn?

If ever there was a company that could use some help from naming specialists with brand name creation—Dress Barn is it. Don’t get me wrong: I’ve nothing against a store name that telegraphs to its customers that they can expect...
By |November 20th, 2008|Brand Naming, Branding, Fun Stuff, Name Reviews, Product Naming|1 Comment

There must be more to say than “Ditto”

The recently launched Safeway store brand CSD is marked by a distinctly generic name for its Sprite look-a-like: Ditto. Apparently the design firm responsible for this new brand name (we think we know who created this name, but will keep...
By |July 15th, 2008|Brand Naming, Name Reviews, Product Naming|1 Comment

Boozing it up

I saw a recent ad in the New York Times announcing the name change of the management consulting group of Booz Allen Hamilton to just Booz & Company. At first I thought it was a joke – maybe something management...
By |June 12th, 2008|Brand Naming, In-the-News, Name Reviews|1 Comment

LG is spreading Rumors

I saw an ad on TV the other day for LG's newest phone Rumor. I immediately understood and appreciated the message contained in the name: A texting phone with a Qwerty keyboard – great for spreading rumors! Certainly LG doesn't...
By |March 25th, 2008|Brand Naming, Branding, Name Reviews, Product Naming|Comments Off on LG is spreading Rumors

Global Naming Party

Ford recently announced that it is relaunching the Fiesta as a worldwide brand (see article). I love this naming strategy, but it doesn't always work. Ford's justification is two-fold: the name already has some existing equity (albeit, not all positive)...
By |March 17th, 2008|Brand Naming, Branding, In-the-News, Language Use, Name Reviews, Product Naming|Comments Off on Global Naming Party


I came across a great brand today while reading engadget. The company is ZAP and they build electric cars. I think their name is brilliant. Zap conveys the electric aspect of their cars wonderfully. The logo then reemphasizes this message...
By |February 7th, 2008|Brand Naming, Fun Stuff, Name Reviews, Product Naming|1 Comment