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 http://OperativeWords.com.

- Anth