Wednesday, August 12, 2009

How not to name

Nice write-up on tactics for naming here by Anthony Shore, Global Director, Naming and Writing at Landor.

"Great names rarely come from group brainstorming — and almost never if more than five people are in the room. Individual, heads-down thinking is the most fruitful way to create unique, breakthrough names. Start by inundating yourself in the project's objectives, competition, and market situations."...

1 comment:

Anth said...

Thanks for the shout-out!

I've actually left Landor and now run my own naming shop. If you're interested in learning more about the theory and practice of brand naming, you can read my articles at

- Anth