Naming process

In my experience, and from everything I’ve read, the naming process is very loose. For everyone.

Methods and tricks

A term I borrowed from Ben Pieratt that he borrowed from Peter Mendelsund from this article.

I love this idea and I try to apply it to everything, not just names, but naming is the lens through which I first discovered this idea. So I like to start here. Pieratt describes it this way:

An unforgettable newness. A new shape. 1+1=3. If your name lacks this, the product itself may have a hard time differentiating itself in whatever market you’re entering. Why are you different than your competitors? That difference should be reflected in the brain jam your name causes in its audience.


  • Onym — The ultimate naming guide. Corporate naming news and culture, as well as an ever-expanding wealth of helpful tools and resources for namers. Curated by Greg and Willem.

#namingDavid Carroll