Insights on Naming, Identity, and Brand Clarity

Thoughts, frameworks, and observations from more than 30 years of helping companies name, position, and build brands that endure.

Episode 009: Broken Brands — When Things Turn Fugly

A Tech Company Name Requires a Bright Approach

Successful Startup IT brands communicate key benefits rather than basic function. Typically, a tech company name will follow a literal or concrete construction based on an existing product or service. These types of names will often prove to be short-lived. They also require significant rebranding efforts as the company grows and evolves. Tying your tech […]

Episode 007: Your Brand As A Story

Episode 004: How to Build a Successful Company Brand Identity

Naming a Startup Company in 5 Easy Steps

At some point, every new business owner and/or entrepreneur faces the obvious, but not always easy, question of “What do I name my new startup company?”

Episode 003: The 4 ‘C’s of Brilliant Branding

Episode 002: Discover Your Pivot Point and Empower Your Brand

5 Key Points For Naming A Medical Company

Naming a medical company is no simple task. With the proliferation of innovation technologies, new businesses are constantly emerging on the scene, each with it’s own…